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BizReport : Email Marketing : September 06, 2013

Why brands need transactional messages this year

Hey, Brands, are you ready for the 2013 holiday shopping season? One expert suggests that if systems aren't in place for transactional messaging, brands will not succeed. Here's why:

by Kristina Knight

Kristina: The holiday shopping season is right around the corner. With so many consumers online most of the day, how can transactional messaging help brands more deeply engage?

Tom Mairs, Director of Client Solutions Engineering, Message Systems: The holiday shopping season is the most critical time to have a direct and relevant message for customers. People have more to do and less time to do it in, so if you can help out your customers with genuinely valuable tag-along offers, you will be their hero.
Example: "Thanks for your order Bob. You can click below to add gift wrapping service to all of that as well."

Kristina: Are most brands doing transactional messaging well?

Tom: Some are, but most brands have a long way to go. It seems easier and less of an investment to just blanket all your customers with the same message, but that is a false economy. If you don't give your customers special and individual attention, someone else will. The companies who are using transactional messaging to add relevant offers see clear gain from it. There is a misconception that transactional messaging is costly or complicated, but the reality is that they just need the right tools and the right planning.

Kristina: How can transactional messaging impact revenue?

Tom: Every message has value. Companies are typically sending a confirmation message on orders anyway, so if they are not adding any potentially revenue generating information to them, the ROI is zero. More importantly, a direct transactional email may cost more per message, but has a much higher chance of returning value than a bulk un-targeted marketing campaign.

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

Tom: 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.
Example: "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"

More from Tom and Message Systems, including his top tips for better transactional messaging, on Monday.

Image via Shutterstock

Tags: ecommerce trends, email marketing, email transactions, Message Systems, transactional messaging

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