Following up on yesterday’s post about the Silverpop study, “How Top Retailers Use Transactional E-Mail,” we bring you a few more tidbits worth putting in your 2009 ideas file.
First of all, in case it has slipped your mind, transactional e-mails are those that confirm a purchase, relay shipping information, notify of a delivery — that sort of thing. Silverpop and other companies who specialize in e-mail marketing say that transactional e-mails are a perfect time for retailers to market themselves and their products.
According to the Silverpop study:
Six out of 10 consumers say they don’t mind receiving marketing messages included with transactional e-mails. (Well, that’s cool.)
JupiterResearch projects a healthy return on investment when companies include marketing-oriented messages in transactional e-mails. “Properly targeted with relevant offers, Jupiter estimates that transactional e-mails can generate as much as $500,000 annually in additional revenue when cross-sell and up-sell messages are included,” Silverpop writes. (Holy cow, that’s a lot of greenbacks.)
What are you waiting for? Put transactional e-mails (or the improvement of transactional e-mails) at the top of your 2009 things to do list.