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- Because the message is sent in an environment designed for commercial transactions (such as an eCommerce platform) and not in a marketing platform and, therefore, they are usually messages with many limitations in terms of format and design.<\/li>\n
- Because they are driven by data that sits on that transactional system as well, which most likely means you have less flexibility to segment your audience.<\/li>\n
- Because they are 'owned' by Operations or IT rather than marketing. A clear sign in this is a 'noreply@...' type of sender. Definitely a bad practice.<\/li>\n<\/ul>\n
There may be other reasons why transactional messages are discouraged. There is often nervousness about trying to mix marketing and sales messages with service or functional communications.<\/p>\n
These reasons are understandable to a certain extent, but you should not let them become an obstacle.<\/p>\n
We know that transactional messages are winners. So, as a marketer, they're worth your consideration. A lot.<\/p>\n
Here is a quick overview of each of these types of messages:<\/strong><\/h3>\n
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Welcome messages<\/strong><\/h3>\n<\/li>\n<\/ol>\n
This is the most important message you will send and, therefore, the first impression your audience will have of your brand.<\/p>\n
If you click here you can read an article from our blog that gives more details of its importance and how to work with it in MasterBase\u00ae.<\/p>\n
A poor welcome message is a poor presentation of your business. The best examples of good welcome programs, on the other hand, point to key points to communicate to the reader:<\/p>\n
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- That he made a good decision, that he is valued by your company and what it represents as a brand\/company.<\/li>\n
- That you are in good company.<\/li>\n
- What they can expect from your company. It is an opportunity to confirm the proposition that convinced the reader to subscribe or make their first purchase.<\/li>\n<\/ul>\n
\ud83d\udfe2<\/strong> Success story:<\/strong><\/p>\n
A financial institution incorporated a welcome email with a 30-second video and useful links to their most consulted services. Result: increased account activation rate by 62 % within the first 7 days and reduced initial support requests by 30 %.<\/p>\n
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Confirmation messages<\/strong><\/h3>\n<\/li>\n<\/ol>\n
These messages include everything from double confirmation of opt-in<\/em> through purchase and shipment, to recoveries and password changes.<\/p>\n
They all have a very specific function, confirming that the event in question has occurred (e.g., your order has been received or shipped to you). Good programs, among other things, tell the reader:<\/p>\n
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- That you made a good decision, that it is valued by your company and what it represents as a brand\/company.<\/li>\n
- That you are in good company.<\/li>\n
- That your company delivers. Use it as an opportunity to confirm the proposition that convinced the reader to subscribe or make their first purchase.<\/li>\n<\/ul>\n
\ud83d\udfe2<\/strong> Success story:<\/strong><\/p>\n
A logistics services company automated order and delivery confirmations with personalized messages and tracking links. This reduced order status-related support tickets by 45 % and raised customer satisfaction (NPS) by more than 12 points.<\/p>\n
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Reminder messages<\/strong><\/h3>\n<\/li>\n<\/ol>\n
These messages differ from confirmation messages in that they often, but not always, require action by the reader.<\/p>\n
This includes verifications, product or service renewals, reservations, and end of trial periods. The best reminder messages target the following:<\/p>\n
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- That the requested action is important to receive the material they have requested.<\/li>\n
- That action is necessary and sometimes urgent.<\/li>\n<\/ul>\n
\ud83d\udfe2<\/strong> Success story:<\/strong><\/p>\n
An event management platform automated staggered reminders (one week before, three days before and the day before). Emails included add to calendar button and contact for questions. Result: increased effective attendance at online events by 34 %.<\/p>\n
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