E-mail Marketing: More Than a Formality; Tips to Transactional Success

4. Take inventory of your transactional messages; and

5. Send an HTML version rather than text.

Transactional e-mails present the opportunity for branding. According to Chalif, this interaction with customers shouldn’t be wasted. A technique as simple as including a picture of the product the customer has just purchased along with the shipping order personalizes the e-mail to recipients. This technique also can help alleviate customer service problems since customers can make sure they’re being shipped the right items.