Tips to Building Successful E-Mail Lists, Part 3 of 3

You also can use triggered messages for transactional e-mails. Examples she gave include new account created, order confirmations, product recalls, products registered online and subscription renewals.

Brady cited an example from 1-800-FLOWERS.com, which sent a simple triggered thank-you e-mail with the subject line, “Thank you for shopping with us!” Also, use triggered cross-sells in order confirmation e-mails, Brady said. Because these are transactional messages, the primary content does need to be the order confirmation and shipping information, among other useful details, she cautioned.