An email that never hears a “No!” from your customer

While painstaking effort is put in to make a customer signup for a newsletter or to receive regular updates through emails, most retailers are unaware of an easy technique that persuades a customer to accept an email, willingly. A transactional email works wonder to close the loop in online dealings.

An analysis of usage of email marketing usage in retail industry by OptinBuilders (October 2007)

What makes a transactional email more successful than the rest?

• A transactional email mainly focuses on what the customers want us to tell them
• Transactional emails are mostly received positively and chances of customers opting out is very less compared to marketing mails
• Unlike marketing emails, under CAN_SPAM act, a transactional email or message does not need to carry a link to unsubscribe

What does a transactional email consists of?

The following can be conveyed through a transactional message:

• Order, product, payment and service confirmations
• Tracking or reference numbers/codes
• Delivery notice
• E-ticket and reservation confirmations
• Available-now or new arrival sections
• Online billing and payment notices
• Check bounces and other failure notices
• Registration and account information
• Cancellations, returns, refunds, compensations and rebates
• Information-request responses
• Customer service messages

How can retailers benefit by using transactional emails?

Huge Savings:
By crafting an email that answers all possible questions in simple and clear terms, retailers can avoid customers’ calling in for inquiries. This serves an alternative to setting up call centers for customer service.

Enhanced Customer Retention:
As people are usually doubtful and hesitant about online dealings, they will really appreciate any effort that gives them a proof of what has happened to their order/ request. A transactional email offers several opportunities to communicate with the customer, build loyalty and long-lasting relationships.

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