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BizReport : Email Marketing : September 09, 2013

Top 3 tips for better transactional messaging

Every time of the year is important, but during the holiday season transactional messaging can make or break a retailer's bottom line. That is because more people are doing more shopping - and those transactional messaging have huge potential to engage, re-engage and become conversions.

by Kristina Knight

Kristina: What is the key to transactional messaging that will engender a response from consumers?

Tom Mairs, Director of Client Solutions Engineering, Message Systems: • Be useful and relevant. Adding messages about how customers can save time or money with a companion item is acceptable and builds a deeper relationship.

Ex: "Thanks for booking your flight with us. Click below and we will send a mobile reminder to your phone a day before you board. Here are a few discount coupons for dinner near the airport"

Kristina: What are your top three tips for better transactional messages?

Tom: • Be immediate, relevant and valuable.
• If a new user signs up to your service on a web site, you NEED to return a confirmation message immediately. If a user has to wait more than a few minutes to receive a confirmation mail, you have probably lost them already. If you are processing a sale, the same time frame applies to order confirmations.

• Return information that is relevant to them. If they indicated they are male and their favorite color is blue, do NOT send them a link for a pink dress.

• Make the transaction worthwhile and valuable with a discount code for their first order, or important information about deals or events in their area.

• The key to good transactional messaging is to imagine the customer standing across the sales counter from you in your store. It's a conversation. "Would you like fries with that?

You can read part one of my chat with Tom and Message Systems, including how transactional impacts businesses, here.

Image via Shutterstock

Tags: email marketing, email marketing tips, Message Systems, transactional messaging

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