What marketing solution can help you to generate customer trust simply, efficiently and without requiring a lot of long-term resources? We have the ideal solution, and that is transactional email!
When defining an emailing strategy, it is not unusual for some companies to focus on email marketing.
Email marketing refers to automatic emails sent to one or more sets of prospects, to generate the sale of a service or product. By focusing on this type of email, some companies spend less time on transactional emails. But transactional emails represent a powerful opportunity to maximise customer trust and loyalty, as well as cross-selling and up-selling.
Transactional email, also known as “trigger marketing”, is a one-to-one email the sending of which is automatically triggered by a user’s action. The significant advantage of transactional email is its opening rate! Unlike other types of email, the transactional email is expected by the customer, and this allows it to achieve an average opening rate of 45%. In comparison, promotional emails achieve an average opening rate of 20%. Moreover, the opening rate is not the only metric that is on the rise, as the click rate is also higher for transactional emails (on average, 10% against 3.2%).
Transactional email is, therefore, a tool that should not be neglected in your company’s marketing strategy, whatever your sector of activity, especially for e-commerce. In this article, we explain how to take full advantage and make it an important commercial tool.