Straight from The Marketing Sherpa comes an underutilized opportunity with great results for email marketing. When you ask most marketers what they are doing for email marketing – they tell you about their online newsletters or promotional materials. What they don’t usually tell you is how they are using transactional emails.
Transactional emails are things like shipping notices, receipts, statements, etc. They are read far more frequently than other email. Here’s the rub. Transactional email is typically not controlled by the marketing department.
The Sherpa also reports that a marketer must use caution when adding promotional messages to transactional emails. They suggest that the promotion be timely, helpful and relevant to the message being sent.
As you can see by the Sherpa chart, most consumers are comfortable with many types of email transactions. For more info, including recommended steps to a transactional email marketing program, visit Marketing Sherpa.
I look forward to seeing you at tomorrow's AMA Summer Mixer #1.
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