E-mail Marketing: Four Ways to Improve Transactional E-mails

1. Enhance messages with HTML. Because most transactional e-mails are automatically generated by an IT or e-commerce system, they often are plain text messages with little appeal, e-Dialog officials write. Using HTML to create the messages allows you to customize text, formatting, graphics and links within the message.
2. Include dynamic content. Like any promotional e-mail, a transactional e-mail should contain information relevant to the recipient. For example, you could “include an image of the product they have just purchased in their order confirmation or warranty recall,” e-Dialog suggests.
3. Improve deliverability. As with any e-mail correspondence to a customer, transactional e-mails should include a link encouraging customers to add the “from address” to their address books, effectively removing one more barrier to the inbox, the whitepaper’s authors note.
4. Increase acquisition. Include an opt-in link for your promotional mailings, e-Dialog writes. Customers already have given you their e-mail addresses; so explain the benefits of allowing you to e-mail coupons or a newsletter on a regular basis.