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Published on: September 07, 2007
Type of content: WHITE PAPER
Format: Adobe Acrobat (.pdf) (1605 kb)
Length: 7 pages
Price: FREE

Overview:
Relevance has long been a key to successful email marketing, and there are few more relevant messages than transactional or behavior-based triggered responses. But while these mission-critical emails can keep costs down and actually boost revenues, they’re frequently a headache for IT departments and often beyond the resources of in-house applications.

Response-triggered or transactional emails are those which companies send to customers to confirm a purchase, notify shipping dates, deliver warranty information, etc. While commercial emails are increasingly ignored or considered spam, recipients say transactional messages are the type most worth reading. And six out of 10 consumers state they don’t mind receiving marketing messages included within transactional emails.

More importantly, the revenue potential of transactional emails that include cross-sell and up-sell offers is impressive. JupiterResearch estimates companies can add as much as $500,000 annually in revenue by including promotional elements in transactional emails.
Yet companies have a difficult time maximizing the impact of these powerful communications, and often ignore the revenue-generating potential of improved branding, cross-sell and up-sell opportunities afforded by transactional email.

That’s not surprising. The challenges associated with triggered or transactional email programs are numerous. This white paper will review 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.