Are your transactional emails experience filled?

If your answer is "no" or "I don't know", you could be missing out on future purchases by repeat consumers. Transactional emails are one of the biggest disappointments for most email marketers because they are ignored by consumers. The reason? Most transactional emails are purely functional when they could easily be an experience.

by Kristina Knight

Take a look at your transactional email base. Does it do more than confirm the recipients order? If not, then it could easily be punched up to entire further shopping or a return store visit without defeating the purpose of the email itself. Of course, the email should begin with an order confirmation, shipping information and tracking numbers. From there, though, are many options which could be included. Here are a few tips.

First, formatting and branding. From the time the email lands in an inbox it needs to be branded: subject lines, logo and colors should work together so that the recipient knows exactly who is mailing and why. All of the pertinent information should be placed in the beginning and, specifically, in the upper-right position. By including account information and order confirmation in one place, consumers don't have to scour the text for the information they are expecting. Also, include a thank you.

Second, cross sell relevant items. After the order/account information is set, tell these engaged consumers about similar or coordinating products. This tells consumers that you are interested and paying attention; it also gives allows them to add to their overall experience with your website.

Third, don't forget the offers. You know those cross sell items? Give consumers a reason to buy now - a percentage off coupon, for example. For consumers buying gifts give them announcement options which can be sent to the gift recipient, telling them to watch for a gift arriving soon.

Fourth, consider adding in content. Include satisfied customer's comments about an item or include how-to tips on how the items purchased can best be used; you could also include alternative uses for the purchases.

Finally, and this isn't just for transactional emails, include whitelisting information "above the fold". In fact, whitelisting information should be placed at the top of every email sent. This gives users step by step instructions on adding emailers "from" addresses to their address book and also gives whitelisting instructions for twelve major email providers.

Transactional emails don't have to be dull and lifeless. With a little tweaking and some attention to detail, transactional emails can be as effective, if not more so, than an original email campaign.