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Sending Effective Emails When It Matters
In this era of ever-changing buying habits and newly regulated telemarketing and email solicitation, it has become increasingly difficult to deliver the right message to the right customer at the right time. Gone are the days of marketing to the masses through one marketing channel, when customers were forever loyal and retention was virtually guaranteed. Today, the task of engaging customers is far more arduous, often requiring nontraditional email tools that enable you to market precisely when it matters most.
Transactional and operational messaging, also called triggered or event-based messaging, is as powerful a tool as it is underappreciated. Simply put, every one of the following elements becomes a marketing vehicle to personalize, brand, promote, cross-sell and up-sell other products and services to an attentive and already-engaged customer:
- Order confirmation
- Shipping notice
- Order change
- Warranty reminder
- Registration confirmation
- Abandoned shopping cart
- Subscription expiration
- Profile change
Transaction-related emails, triggered by customers’ buying behavior, can provide marketers with great opportunity for:
- Improving customer service
- Gaining repeat sales
- Deepening customer engagement
If you are contacting your customers with operational or customer service messages, consider how you can incorporate marketing and promotional messaging within the email to build an ongoing and positive dialog with the customer. As you develop the marketing message, make sure to consider the context of the original message and look for ways to make the message relevant, engaging, informative and important to your customer.