Giving thanks matters. All messages related to the purchase life cycle should include
some type of messaging thanking customers for their business. Shipping confirmations
that did not say Thank you; had 35 percent lower click and transaction rates than
those that included it.
Maximize Branding Opportunities
Use HTML to optimize the look and feel of transactional emails. Including both
static and dynamic content pertaining to cross-sell products and services will increase
transactions and broaden awareness of your products. When possible, use dynamic recommendation
engines, next-most-likely-to-buy models or business rules such as seasonality.
Enhance The Customer Experience
Include links for site navigation, order status, customer service, email subscription
and social media. The goal is to make it as easy and inviting as possible for your
customers to stay engaged with you. When mailing to first-time purchasers, inclusion
of a rewards program sign-up link will serve to stimulate subsequent purchase behavior.
Comply With The CAN-SPAM Act
Do not include an offer as the subject line or as the main message. Also, include
a message assuring the customer of the security of the transaction, and offer a link