Unlocking the full potential of transactional emails

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Columnist Len Schneyder advises marketers how to get the most out of their transactional emails without stepping over the line. The post Unlocking the full potential of transactional emails appeared first on Marketing Land.

To a recipient, email is email. However, to a marketer, email is an umbilical cord that not only binds brands to consumers but also unifies and harmonizes everything from discovery to awareness and sales to fulfillment, all the while fusing the many pathways of the omnichannel labyrinth.

With that said, one of the most ignored yet widely used flavors of email is transactional. It not only deserves a pat on the back for being the workhorse of the channel but also merits a closer look so that we may truly understand its intricacies and unlock its full potential.

Keep them separate

Marketing email and transactional email should always be sent from two different IPs. The reason for this has to do with how recipients react and respond to these different flavors of communication and how the law treats them.

Under CAN-SPAM, transactional messages are not subject to the same requirements as commercial. Senders are not required to have a physical mailing address in the body of a transactional message. Additionally, transactional messages don’t require an unsubscribe link so long as they are generated in response to a recipient-initiated action and close the loop on said action, whether it’s a request, a purchase or something else.

To be frank, you don’t want to put unsubscribe links in transactional messages. If recipients could unsubscribe from password resets or shipping confirmations, senders might see an uptick in inbound support requests via phone, chat or other channels.

Research from Experian released in 2010 showed that transactional messages receive open rates eight times greater than non-transactional marketing emails.

Because of the incredible ability of transactional email to reach recipients and deliver real, expected value, it’s important to separate them from marketing emails at the level of the IP address so that the reputation of a commercial IP doesn’t degrade the reputation of its transactional counterpart.

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