This paper reviews the key steps necessary to implement a robust transactional email marketing campaign and recommend methods to ease the pain of implementation while improving the results.
Transactional emails can be a powerful tool for marketers. By taking advantage of the high open rates of transactional emails and establishing brand loyalty at the time customers are most likely thinking about the company, top online retailers strengthen relationships with customers and drive revenue growth.
However, implementing a strong transactional email program using in-house resources can be difficult. Email service providers-companies that handle thousands of messages for hundreds of diverse clients-can supply the needed expertise and technology to enable you to achieve maximum effectiveness from your transactional email program.
For many companies, the first step is to simply understand which departments are sending out behavior-triggered and transactional based emails. Knowing the extent of the messages being sent can help put into perspective the need to devote the necessary resources to maximize transactional email programs. Begin by identifying which departments are sending triggered or transactional emails and from which platform they are sent. Also determine where the data for these various messages is stored.