Are you missing out on a major opportunity to engage your best customers and subscribers? Are you not sure how to optimize your transactional messages?
Once established, transactional messages often become the forgotten creatives of an email program, rarely getting much love and attention when it comes to optimization. With all of the demands placed on the typical email marketer, it’s easy to understand how these campaigns can fall to the bottom of the priority list. However, it’s important to think of these emails as more than just utilitarian communications. They are some of the best opportunities a marketer has to connect with top customers and subscribers.
Recent data from Silverpop reinforces the importance of these campaigns with metrics that compare the engagement rates of transactional messages vs other messages (2014 Email Marketing Metrics Benchmark Study). According to their study, the average unique open rate for transactional emails is 37.7% compared to 20.0% for non-transactional messages. Not only do these campaigns get more eyeballs on them, they tend to be opened more than once, with the average subscriber opening 2.26 times compared 1.70 times for non-transactional messages. These emails are getting a ton of attention from your subscribers. It’s a major miss if you fail to optimize transactional messages!
If it’s time for transactional communications to get spruced up, be sure to keep an eye on the prize. These messages exist to confirm activity and/or provide pertinent details. Stay CAN-SPAM compliant by ensuring that this remains their primary purpose. While doing so, keep in mind that these messages also can serve your brand and marketing goals in the following ways:
What can be done to make transactional messages more productive and user friendly? Whether you’re aiming for a complete revamp or just a few quick tweaks before the holidays, the lists below provide some inspiration for making your workhorse emails work a little harder!
The Quick Fix
Pressed for time but want to make sure that your transactional emails have the basic best practice boxes checked? Be sure that each email includes:
The Next Level
Already have the basics in place but looking to further optimize? Enhance your program with the following:
Best in Class
If your transactional emails are already fairly well-rounded, consider the following ways to take them to the next level:
Once your transactional templates have been refreshed, make sure that they are reviewed and optimized periodically. Ideally, incorporate this review into your marketing plan to be sure that these key emails stay fresh year after year.
Finally, if you mail to Canadian recipients, you must meet CASL requirements that stipulate that transactional messages may not contain marketing content. If they do, messages should be considered commercial emails and must include a working unsubscribe mechanism. Not sure if your program is CASL compliant? Check out Return Path’s Canadian Anti-Spam Law Compliance Checklist.