{"id":8589,"date":"2017-08-25T18:30:05","date_gmt":"2017-08-25T13:00:05","guid":{"rendered":"https:\/\/email.uplers.com\/blogs\/?p=8589"},"modified":"2020-08-08T18:18:46","modified_gmt":"2020-08-08T12:48:46","slug":"merge-power-marketing-transactional-emails","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/merge-power-marketing-transactional-emails\/","title":{"rendered":"How To Merge The Power Of Marketing And Transactional Emails"},"content":{"rendered":"

For many, transactional emails are just something you receive after a purchase. But transactional emails are actually much more than that. You receive this type of emails when you buy your favourite item online, yes, but you can also get one of these when signing up for a new account, or when you need a password reset because sleep deprivation prevents you from getting your logging details right!<\/p>\n

Why Should You Love Your Transactional Emails?<\/h2>\n

Also known as a triggered email, a transactional email is one that is generated after a user takes some sort of action. Because of this, their open rates are up to 8x higher<\/strong> than marketing emails and they keep users engaged for longer. And not only that, but they are also the kind of emails your customers go back to, to check important details and personal information.<\/p>\n

There\u2019s definitely a great opportunity for marketers to leverage the power of this type of emails to drive even more ROI, but that doesn\u2019t mean they are making the most of it. Did you know that 38% of companies are missing out on revenue on their transactional messages<\/a>?<\/p>\n

If you\u2019re wondering how you can take your transactional emails<\/a> to the next level, look no further. We\u2019re here to tell you all you need to know.<\/p>\n

\"\"<\/a><\/div><\/div>\n

The Principles Of Marketing in Transactional Emails<\/h2>\n

Oh, yeah, there are rules for this too. But don\u2019t worry, we\u2019ve outlined them below so you can get started straightaway.<\/p>\n

Focus on one marketing goal only<\/h3>\n

Transactional emails are effective<\/a> because they have a clear purpose and answer a customer\u2019s specific need, so it\u2019s important to ensure it\u2019s core is not altered. Don\u2019t shoot out too many messages and try to drive clients in different directions, or you\u2019ll lose their attention completely and they\u2019ll master the art of skimming through your emails.<\/p>\n

Find a goal, only one, whether that is referral, feedback or upsell, and ensure your marketing message is integrated organically within the rest of your email content. Make sure it flows well and there\u2019s a logical reason behind what you\u2019re asking your recipients to do, or they\u2019ll see right through your forced marketing efforts.<\/p>\n

Understand your user\u2019s next steps<\/h3>\n

A big part of finding that one marketing goal and integrating it in your transactional email in an organic way is understanding what your customer’s next step will most likely be. Whether this is leaving a review or sharing their experience on social media, renting a car for their upcoming holiday or upgrading to a premium plan, there\u2019s always an action you can encourage your users to take to maintain their relationship with your brand. Figure out what that next step is and make it the main marketing goal in your account confirmation, e-receipt or booking.<\/p>\n

Encourage sharing<\/h3>\n

Some of those marketing initiatives that come naturally after a transaction are the referral or feedback strategies. It\u2019s sometimes as easy as including a quick message at the end of your receipt that thanks your user for trusting you and encourages your customer to share their experience or recommend you to a friend. Top that with a nice promotion code or discount and you\u2019ve got a winner. You\u2019ll get a nice review or a new user and your recipient will benefit from cheaper price in their next purchase. See? Sharing is caring.<\/p>\n

Marketing is not just about revenue<\/h3>\n

Sure, we all want to use every available opportunity to increase our ROI, but there are other marketing initiatives that might not lead to it directly but help your brand go further. Brand loyalty encourages word-of-mouth, and there\u2019s no better way to nurture brand advocacy than ensuring your corporate image and values are present throughout all your email communications.<\/p>\n

Remember, transactional emails are not just simple confirmation messages. They need to be consistent and contribute to your overall positioning. There\u2019s nothing like telling your company\u2019s story when people are paying you the most attention.<\/p>\n

Marketing Ideas for Your Transactional Emails<\/h2>\n

Want to see the principles in action? We\u2019ve selected our favourite email examples so you can see how these ideas can look<\/a> like in your own triggered messages.<\/p>\n

\"\"<\/a><\/div><\/div>\n

Encourage engagement<\/h3>\n

Whether it is by asking users to share their views on social media or by suggesting ideas to get started with your product or service, transactional emails are a great place to encourage users to engage with your brand in different ways.<\/p>\n

If you have an ecommerce shop, you might want to ask users to go over to Twitter and share a picture of themselves with their purchased item, providing you with valuable user-generated content (UGC) that you can then leverage in your marketing campaigns. Or maybe, if you provide a service online, you might want to get new users started straight away. Check out how Instagram does it below.<\/p>\n

\"Instagram<\/p>\n

Build brand advocacy<\/h3>\n

We\u2019ve already mentioned how important it is for a brand to build loyalty and to turn customers into advocates. Have a look at Buffer\u2019s amazing e-receipt, in which they take advantage of your interest to share a great team picture and give you a taste of their company culture. It certainly makes them likeable, doesn\u2019t it?<\/p>\n

\"Buffer
\nAdd a referral campaign<\/h3>\n

Uber is great at encouraging its users to invite friends over to its platform by adding a call to action at the end of their receipts.<\/p>\n

\"Uber
\nJust keep in mind that this shouldn\u2019t be the most important element within your transactional message, but rather a little extra help for happy customers to benefit from. Do you really think your users are going to be willing to share a referral code with their friends if it takes them too long to find the information they\u2019re looking for in your confirmation email?<\/p>\n

\"\"<\/a><\/div><\/div>\n

Feature an upsell or cross-sell<\/h3>\n

Confirmation emails are the best place to offer upsell or cross-sell opportunities. Surely, we\u2019ve all seen airlines do it when we book a flight. Do we want to choose our seat? Hmmm\u2026 maybe closer to the date. What about insurance? Nah, already got one. A special offer on accommodation at my travel destination? That one, I\u2019ll definitely use!<\/p>\n

There\u2019s always an opportunity to recommend related product or services, or to tempt users with an upgrade. Have a look at how Amazon offers cross-sell recommendations based on recent purchases in their order confirmation emails.<\/p>\n

\"Amazon
\nFeedback<\/h3>\n

There\u2019s nothing as valuable as a positive customer review. Anyone who has had a bad experience with a product or service before, and wished they would\u2019ve researched a bit more before buying, knows that detailed reviews are more helpful and trustworthy than the most expensive marketing campaign.
\nSometimes, happy customers will willingly click over to your survey or recommended review site, other times you\u2019ll need to give them an extra nudge with a promo code or discount. Check out how GoDaddy does it below.<\/p>\n

\"GoDaddy<\/p>\n

As you can see, the opportunities for transactional emails as a channel for your marketing initiatives are not one to be ignored. Keep the key principles in mind and try some of our ideas to make the most of your triggered messages, but don\u2019t stop there. Be creative and think outside the box to find how merging the power of transactional and marketing emails can work best for your company.<\/p>\n

About Author:<\/strong><\/p>\n

“Bea Redondo is the Content Manager at Mailjet<\/a>, Europe\u2019s leading email solution provider. Bea spends her time planning, writing and editing, and works with the Mailjet Content team to find new and better ways to spread the email love around the world.\u201d<\/p>\n

\"Bea<\/p>\n","protected":false},"excerpt":{"rendered":"

For many, transactional emails are just something you receive after a purchase. But transactional emails are actually much more than that. You receive this type of emails when you buy your favourite item online, yes, but you can also get one of these when signing up for a new account, or when you need a […]<\/p>\n","protected":false},"author":4,"featured_media":8617,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[785,786,787],"class_list":["post-8589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-marketing-emails","tag-promotional-emails","tag-transaction-al-emails"],"yoast_head":"\nIntegrate Transactional email with Marketing to drive ROI<\/title>\n<meta name=\"description\" content=\"Transactional emails are much more than just purchase receipts. 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