There are a lot of transactions that take place in cyberspace, including orders, shipments, and returns. Each of these transactions usually have an email to accompany them.
Chances are, your firm sends some of those emails – and you’re smart to do so. According toExperian, transactional emails yield significantly higher revenues, opens, and clicks than bulk mailings.
- Order transactional emails have a higher average revenue of $0.75 per email compared to $0.13 of bulk emails.
- Order confirmation emails have an open rate of 114.3% compared to 14.4% for bulk mails.
- The click rates in shipping confirmation emails are 20.8%. Compare this to the 3.1% average click rate in bulk mailings.
These emails offer ample opportunity for your firm to engage with your customers and drive more sales. The question now is: do you leverage the power of these emails to grow your business?
If you want to get your customers more engaged with your brand, you should. Here are three ways to get more out of the standard, transactional emails your company sends.
Give Your Brand a Voice
Transactional emails are the perfect place to give your brand a voice! With the increased number of opens these emails get, your customers will read what you have to say. This is the perfect opportunity to strengthen your brand and show your voice.
One brand that does this really well is AMRAP Nutrition. For each box of nutrition bars they send, they tell a story.
Don’t leave your brand’s voice out of your transactional emails. Show your customer how enthusiastic you are about her purchase by adding some of your brand’s flair to your email copy.
Cross-Sell to Boost Your Sales
According to Marketing Metrics, it is about 50% easier to get a current customer to buy again than it is to get a new customer to buy the first time. Once someone opens their wallet to you the first time, it is easier for them to buy again.
When you send an email with the details about your customer’s order, suggest a few other items she might like to buy. She might not be ready to buy them from you immediately, but she can easily save her email to reference when she has the finances to make a second purchase.
Suggesting items is a subtle way to cross-sell your inventory, or upsell your customer into something better.
Ask For a Favor
You have a captive audience; now get them engaged!
Your customer is thrilled with her purchase. Now is the perfect time to ask her to share it with her friends on social media. People love to brag. Your customer will love showing off her great new find to her friends and followers. When she does, you get the benefit of word-of-mouth marketing.
People also love to give their opinions – even to complete strangers. Ask her to leave a review of your product on a third party website. Take this opportunity while your business is front-and-center in her mind.
Transactional emails offer ample opportunity to boost your business from the same customer who just bought, and to leverage her network to reach other potential buyers. Don’t miss this opportunity by sending a boring, lifeless email with zero calls to action.
Get more tips on smarter email marketing in our free webinar, “How Email Marketing Can Help Your Business Thrive” on July 22, 2014, 10 am Pacific and 1 pm Eastern.