{"id":6663,"date":"2023-07-07T21:43:00","date_gmt":"2023-07-07T18:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6663"},"modified":"2023-12-29T09:04:02","modified_gmt":"2023-12-29T07:04:02","slug":"__trashed-2","status":"publish","type":"post","link":"https:\/\/masterbase.com\/en\/__trashed-2\/masterbase\/","title":{"rendered":"How transactional mailings work and how to use them effectively"},"content":{"rendered":"<p><span style=\"font-size: 18px;\"><strong style=\"font-weight: bold;\">As an Internet business owner or marketer, you undoubtedly need to be aware of the existence of transactional mailings and how they can impact your promotional efforts in a major way.<\/strong><\/span><\/p>\n<p><strong style=\"font-size: 18px; background-color: transparent; font-weight: bold;\">In fact, if you have customers with whom you must interact regularly via email (who doesn't?), then, in some way, you are already using transactional mailings.<\/strong><\/p>\n<p><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">What is a transactional shipment?<\/strong><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">It is a communication that a company sends to its contacts, prospects or customers to allow them to follow up on some action they have performed on the company's website or in some other medium or instance, whether online or offline.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">It is the actions taken by these contacts, prospects or customers that trigger a transactional mailing, and the most frequent are messages and notifications such as the following:<\/span><\/p>\n<ul>\n<li>Confirmation of purchase<\/li>\n<li>Notice of dispatch or delivery of goods<\/li>\n<li>Download documents, brochures or articles<\/li>\n<li>Status of returns, exchanges<\/li>\n<li>Customer service responses<\/li>\n<li>Collection letters<\/li>\n<li>Electronic invoices<\/li>\n<li>Non-payment alerts, delinquencies<\/li>\n<li>Warranty policies<\/li>\n<li>Bank, insurance or pension transactions<\/li>\n<\/ul>\n<p>In some cases, they may ask the recipient to perform some additional action, while in others they simply seek to confirm that the process initiated by the contact has been successfully completed.<\/p>\n<p><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">The main features common to all transactional shipments are:<\/strong><\/p>\n<ol>\n<li>They must be relevant to a specific transaction or interaction that a recipient has performed on a website or application.<\/li>\n<li>They are not sent regularly or in bulk like promotional messages.<\/li>\n<\/ol>\n<p>What makes transactional mailings so powerful is that, statistically proven, they have incredibly high open and click-through rates.<\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">It is sufficient to observe the following <\/span><a style=\"font-size: 1em; background-color: transparent; user-select: auto;\" href=\"http:\/\/www.theemailguide.com\/images\/infographics\/easySMTP_infographic_small.jpg\">infographics<\/a><span style=\"font-size: 1em; background-color: transparent;\"> and note the difference between transactional and bulk or promotional mailings.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" style=\"width: 600px;\" title=\"transactional_blog_2.png\" src=\"https:\/\/i0.wp.com\/cdn2.hubspot.net\/hubfs\/37780\/transaccional_blog_2.png?w=600&#038;ssl=1\" alt=\"transactional_blog_2.png\"  data-constrained=\"true\" \/><\/p>\n<p><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">What is the reason for this?<\/strong><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">First of all, it should be noted that the following are sent daily\u00a0<\/span><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">more than 191 million messages<\/strong><span style=\"font-size: 1em; background-color: transparent;\">\u00a0worldwide. This is equivalent to about\u00a0<\/span><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">48 new messages in each inbox per day<\/strong><span style=\"font-size: 1em; background-color: transparent;\">. More than half of them come from companies and are intended to promote products or services.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Numbers like these explain why it is so difficult to capture and keep the attention of recipients with an email marketing campaign.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">It is in this scenario that transactional shipments are set to take over.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">A transactional mailing may not only yield open rates of\u00a0<\/span><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">100%<\/strong><span style=\"font-size: 1em; background-color: transparent;\">In addition, of those who open and read the messages, many will open them more than once. They also achieve targeted click-through rates !\u00a0<\/span><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">17%<\/strong><span style=\"font-size: 1em; background-color: transparent;\">! On the contrary, the majority of promotional campaigns and mass mailings only reflect\u00a0<\/span><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">opening rates of 15% and click-through rates of a negligible 3%.<\/strong><span style=\"font-size: 1em; background-color: transparent;\">.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">This is because transactional mailings respond to a direct action by the recipient, so they are of interest to them; it is something they expect to receive or, at the very least, are not surprised to receive. Such a message will inevitably catch the recipient's attention when they see it in their inbox and will proceed to open it.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">And this is something that you can get great benefits from, if you know how.<\/span><\/p>\n<p><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">Improve click-through rate and revenue with your transactional mailings<\/strong><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Each of these mailings represents an excellent opportunity to promote your business and further engage your customers. The important thing is that the message sent is always within the transactional scope, to maintain the interest of your recipients and to comply with legislation (Can Spam, Exclusion Lists such as Robinson, etc.).<\/span><\/p>\n<p><strong style=\"font-size: 1em; background-color: transparent; font-weight: bold;\">How to achieve this and with what potential improvements?\u00a0<\/strong><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">First, make your messages more interesting communication pieces. Use a variety of templates where your brand image always stands out and is easily recognizable; then do A\/B testing of different formats to establish which ones work best in terms of increasing conversions. Make what they see (design) and how they interact with what they see (user experience) memorable.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">On the other hand, increase your audience's exposure to your transactional mailings as much as is reasonable, in a larger set of smaller messages. For example, send them two or more welcome messages, in series, between which there is a transactional component. This has been shown to increase revenue by 13% or more.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Personalize your transactional mailings and use them for cross-selling, referencing information specific to each individual customer\/user. Include the recipient's name in your messages and, when possible (for example, when sending sales invoices), encourage them to purchase other products or services that complement their previous purchase.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">Finally, learn to say thank you in your messages. If you send a customer an invoice, a welcome message or a renewal notice, expressly thank them in the subject line and in the body of the message. Something as simple as this can increase open and click-through rates by more than 35%!<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">In short, transactional mailings can be powerful tools for business owners and marketers, if used wisely.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">More details, suggestions and tips on how to boost the benefits of your transactional mailings, in this eBook.<\/span><\/p>\n<p><span style=\"font-size: 1em; background-color: transparent;\">\u00a0<\/span><\/p>\n<p><a style=\"user-select: auto;\" href=\"https:\/\/ebook.masterbase.com\/el-poder-del-email-transaccional\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important;\" src=\"https:\/\/out.filebunker.com\/I1014\/64b0263510ca22001129ff92\/emzg426xjsy8wtsppeygq2lougf8dbqsxm5rlio22n97tqul6kqu2k218rnqsw18\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>As an Internet business owner or marketer, you undoubtedly need to be aware of the existence of transactional mailings and how they can impact your promotional efforts in a major way.<\/p>","protected":false},"author":239642484,"featured_media":7748,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[],"class_list":["post-6663","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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