An online customer makes a purchase. You must email to that customer, at minimum, an order confirmation and a shipping notification. You might also mail a thank you email. Doesn’t matter.
What does matter is that you take advantage of these opportunities to tell your customer about other items she might like to buy. As we learned yesterday, this is called transactional messaging. In other words, you must conduct a transaction so you may as well include a message.
Heather Blank, director of strategic services as Responsys, wrote about this in her white paper, “Retail Marketer’s Playbook: Your 180-Day Email Marketing Game Plan with Top 5 Plays.” The white paper is available at DMNews.
Blank uses LEGO as an example of successful transactional messaging. The company, she wrote, generated 15 percent of its total email program revenue from transactional messaging.
Here is how it works. LEGO sends out an order confirmation, and down the right-hand side of the page are the following offers: A chance to shop for more LEGO collections; an opportunity to buy LEGO apparel; an offer to purchase individual bricks and accessories; and a click that takes the customer to new, exclusive and hard-to-find LEGO merchandise.
Get it? Good. Then try it.