The Email Wars

Transactional email has been a hot topic in email marketing circles for the past few events I have attended so far in 2007. It is an area that marketers have not truly wrapped their heads around. Many case studies I have heard presented as of late have spoke to the opportunity of lift in the body of the transactional email. Now there are some loose guidelines around it so far. The rule of thumbs tends to preach 25% of the message can be marketing in a transactional email as long as it is not the driver or main focus of the message.

Some studies cite higher conversion from the transactional than any other type of campaign. I would assume that to be the case if it is targeted, a soft sell and a relevant offer from what they just did or bought.

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Imagine this scenario (after the jump):

Someone just downloaded your white paper or signed up for a guide. You thank them on the landing page, you offer something of immediate value that they can only take advantage of for a limited time. Then you trigger the transactional email confirming the order/download and present one more thing of relevance, say to sign up for your newsletter. Odds have it they are engaged and will move on it.

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Apple, in this scenario missed the boat, BUT they have a feedback opportunity to build content through reviews in this transactional example. I would think that there is an opportunity to offer something to add a sale to iTunes, but nope.

Are you making use of the landing/thanks page and the email touch afterwards? You should.