MindComet

Transactional Emails Can Have a Big Impact

Most thank you emails I receive are either included in the order confirmation/receipt, shipping notification or download email messages.  I thought Crate and Barrel did a good job with their thank you email which arrived in my inbox a few days after my purchase when I wasn’t expecting it (to be clear, I did receive a transactional email with my purchase order minutes after placing my order).  The creative also goes to show that Crate and Barrel took the time to customize their thank you message with the one featured below being tied to the holiday season. 

With Crate and Barrel sending me the unexpected transactional message above, they gave me a boost of customer confidence, strengthened their brand and will most likely drive incremental revenue from me in the future because they made my shopping experience pleasant with no hassle. 

Thank you emails are a nice easy touch point to have with your subscribers, letting them know you took the time to thank them for their business, feedback, support, etc.  That goes for welcome messages as well.  Welcoming a subscriber to your email communications lets the reader know what’s to come, properly setting their expectations upfront.  With just over a week remaining in 2008 I hope to see more welcome messages, thank you messages and personal touch points from brands in the coming year showing me that they are leveraging my preferences to better and more effectively communicate.

View Comments

Posted by MindComet on Dec. 18, 2008

Correct is Not Always the Most Effective…

During the introduction of the 3rd Annual MarketingSherpa Email Summit by Stefan Tornquist this morning, he concluded with TO DOs for 2008!

1. Conduct an email audit
2. Obsess on content
3. Reputation (monitor your delivery on multiple ISPs)
4. Subject lines (get to the point, don’t waste time re-stating who the email is coming from, that is what the “From” line is for)
5. Vary your email templates
6. Optimize

This list was revisited during various other presentations throughout the day. 

Other great statements to note from the various presenters:

- “Relevance drives campaign performance.” - Kimberley Talbot, Adobe Systems Inc.

- Utilize your “Thank You” email when people subscribe for your Newsletter, don’t waste the communication with a one line message.  Add white papers, good, relative content to ride off the initial interest of the customer. - Stefan Tornquist, MarketingSherpa

- “The first email communication your subscribers receive is the one they spend the most time on.” - Randall Huff, Intuit Inc.

- Use Salesperson photos in your Service (not sales) emails you send out.  Creates a better connection to the consumer. -Dave Wieneke, Thomson Compumark

Are you executing doing your email campaigns correctly?  Maybe!  BUT, are you making sure it is executed to the extent in order to make sure it is the MOST Effective?

View Comments

Posted by MindComet on Feb. 25, 2008