Let's face it . . . in the realm of Customer Lifecycle Communication; the Marketing Email is the glamorous cheerleader, while the Transactional Email is the nerdy science boff.
"What is a transactional email?" I hear you say.
A transactional email is generated automatically when someone interacts with an organisation. Based on what the interaction is, there's a follow up communication sent by email. There are plenty of examples: a confirmation, failure notification, a receipt, an invoice, a booking form.
Transactional emails are like the workhorses of customer communication. They often happen in the background, with little or no attention to their layout, design, and do not adhere to the corporate identity, nor reinforce the brand values. Someone developed the automated trigger message process, and that's the last time anyone paid attention to these emails - the result is
that they fail to provide real value to the business.
Transactional emails could do a much more productive job if treated as a valuable customer touch point. The same rules of email marketing should be applied to the nerdy cousin as to the glamorous prom queen.
Solution
Treat transactional emails as a vital part of a customer's brand experience. Make sure these communications adhere to your brand identity and digital communication guidelines.
Transactional emails include notifications that can be time critical, so keep the message size small and minimise the risk of the message being filtered by adhering to email marketing best practice.
Don't waste the opportunity to use this customer touch point for brand awareness, cross and up-selling and customer engagement (getting feedback).
Keep it simple but use the opportunity to reinforce your brand. And if you don't have the time or resources to do so, leave it to the experts!
Alison Treadaway MD,
Striata SA
striata.com
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