Yesterday I posted 10 Opportunities You’re Missing on Thank You Pages, today in a related topic I look at transactional emails.
Don’t ignore your transactional emails that you send out after every purchase. Customers a likely to hold on these emails longer, as well as open them up and read them. I personally have a Gmail folder for all my order emails and I have found myself going back and reopening some of them looking for information. So what messages are you including in your transactional email?
The Power of Transactional Emails
Because customers are looking for these emails, they tend to have the highest open rates of any other email within a program. What’s more, customers tend to keep these particular email communications in their inboxes for a longer period of time. This means, as a retailer, you can use these communications as an opportunity to remarket.
A Series of Emails
An ideal series of transactional emails can include some of the following types:
- * Order acknowledgement/confirmation;
- * Order processing notice;
- * Shipment notification;
- * Follow-up customer service survey;
- * Request to review products bought;
- * Product review posting notification.
5 Keys to Transactional Emails
Remember that customers are more likely to open and keep transactional emails longer than others. Spend the time to truly optimize the content and design of them by including the following details.
1. Include relevant customer service and order information. Include details of a customer’s order and shipment. Also include a way for the customer to contact your company regarding his or her order.
2. Link back to our site. Include a way for customers to return to your site. Perhaps, frame in your top or side navigation.
3. Encourage social networking. When your customer has just placed an order, he or she would may want to share the experience with others. Make it easy for customers to share their thoughts with others by linking to social networking and bookmarking sites.
4. Encourage future purchases. Transactional emails are a great place to promote special offers, rewards programs or refer-a-friend programs.
5. Include upsell/cross-sell items. Many leading ecommerce sites include in their transactional emails personalized recommendations that are dynamically rendered based on the customer’s order or browsing behavior.
via 5 Keys to Transactional Emails; The Yankee Candle Example | Practical eCommerce.
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