Hidden Opportunities In Transactional Emails
It has been analyzed that the opening rate for transactional emails is higher than that of the marketing emails. So, basically if you focus upon these mails, you can take a step towards building a strong customer relationship. Customers are always eager for updates once they have placed some order. For updates, they prefer relying upon transactional emails, which is why the opening rate for them is much higher as compared to the promotional stuff.
You can always retarget your existing customer base through such mails. After all, targeting the existing users is much easier than focusing upon someone who is new to the brand. You can surely improve your relationship with existing clientele through such mails but for that you will have to know the 3 prominent types of transactional emails.
- The Acquisition Email
- Emails for Thanking Users
- Retargeting/Reengaging Emails
Improving your Transactional Emails
When talking about personalization, you have countless options around you. This is because these mails are released as per the action performed by user. The purpose could be anything such as an incomplete order, failed transaction or abandoned shopping cart. The most admirable way of increasing the conversions is up-selling and cross-selling the products in user’s shopping cart or the products that they browsed earlier. As per the results published by CNET partnered with RichRelevance, emails with dynamic product personalization (i.e. products chosen individually for each customer) seemed to garner more conversions than other selling strategies. Consider the dynamic cross-sell strategy by ABCStyles. Using simple tactics such as personalizing the language and adding dynamic cross sells, the company manages to result in higher conversions.
Split Testing For Better Emails
Transactional emails can do wonders if you perform split testing. We are pitching a few ideas that you can include in your strategy.
First Name vs. No Name: Mailchimp conducted a study that revealed the fact that emails with first names that address the users by their first name in the subject line get higher open rates than those that refer to no one. Also, mails that displayed both first and last names got the highest open rates. Other interesting fact was that the mails showing only the last names got higher opening than mails having only the first name. You can always see the results for yourself by sending out personalized transactional emails. Test for varied name personalization formats in the content of email. Based upon the niche Depending on your niche, you can find improvement or reduction in the email open rate.