No, your transactional strategy should not be as rigid as reinforced concrete! Quite the contrary, in fact. However, it is essential that its foundations are very strong, which is rarely the case!

What are the prerequisites for concrete transactional emailing?

Building a transactional email program takes planning! We have identified five points that you should definitely implement before starting.

1. Designate a person responsible for “transactional email marketing”

The responsibilities associated with transactional email strategies are rarely defined. They can be distributed over the IT, marketing or even the R&D departments. This dilution of responsibilities results in poor quality transactional plans, plans that don’t conform to the overall email business plan or that don’t take advantage of opportunities for additional sales.

To prevent these lapses, you should appoint a manager who will ensure the coherence of all transactional mailings. Ideally, this responsibility lies with the marketing department. This person will take over the management of the project, ensure consistency with the overall marketing strategy, review the results, and conduct a profitability analysis.

2. Centralize reporting

The behaviors observed when analyzing the results of your traditional email campaigns and your transactional programs are complementary! For this reason, it is important to structure the analysis and reconciliation of these two channels.

3. Generate dynamic content

Taking full advantage of the power of transactional email requires that you personalize it in a big way. This means bringing dynamic content related to your receiver (purchase history, behavior…)

4. Deliver emails in real-time

Every minute that passes between the transaction and the receipt of the email results in a lower ROI! With email, consumers are hungry for immediacy. Upon completion of the purchase, the first reaction is to verify receipt of the confirmation email. In the absence of it several minutes after the transaction, the opening rate will tend to fall drastically.

5. Authenticate emails

The transactional email contains much more sensitive data than a newsletter. For this reason, it is essential not to forget to properly authenticate emails with DKIM and SPF technology. This will enable a more effective fight against phishing, but will also ensure better deliverability.

Photo Credit : U.S. National Archives and Records Administration – Domaine Public

[ Posted Tue, 06 Aug 2013 12:10:00 ]