Transactional Email Delivery
Transactional email can be considered as a relationship email. It signifies some form of connection between you and your customer. In the same manner that people in a personal relationship would try to keep the doors of communication open by emailing each other, you must try to do the same with your customer. Customers look forward to transactional emails because for them it means getting information on goods or services they care about sent to directly to their mailbox by a supplier. Pretty intimate isn’t it?
Problems with Transactional Email Delivery
Transactional email deliverability can either help or negatively affect the relationship between you and your customer. If your email deliverability process is efficient it will aid the growth of the relationship, but if it is inefficient and does not deliver the emails to your customers then that is a problem. When you send a transactional email you are completing, confirming, or providing your customer with information on a transaction that was previously agreed upon. If this mail is out there in cyberspace languishing and never gets to the recipient, then that could become a lost opportunity to make a sale and gain a loyal customer. Here are five things you can do to improve your transactional mail delivery.
1. Ensure Your Emails are Deliverable
Marketers usually make the mistake of leaving the task of sending their transactional emails up to the send mail feature of the web server and the basic template found on an ecommerce platform. Note the following steps and use them where necessary to improve your transactional email deliverability.
* Use a good email service provider.
* Do what is necessary to get whitelisted by ISPs.
* Keep your subject lines or copy clear of words that could trigger a spam filter.
* Track email deliverability and keep a close eye on hard bounces. It is best to monitor and suppress them.
* The Internet protocol address and domain you use should be static.
* Associate the email with your domain using a DomainKeys Identified Mail.
2. Use a Subject Line that is Clear and Action-Based
Your customer would be expecting this email. The subject should clearly state who the email is from and the action the customer took that led to them getting the email. Examples are: Receipt for Payment Made to Xxxx or Your Shipping Confirmation for Xxxx.
3. Content Should be Easy to Read and Scan
The customer is already aware of certain things relating to your service and the transaction, so just get to the point. Scripts from ecommerce platforms are not easy to scan, so create one that will give all the necessary information in a concise manner. You could use a HTML friendly email client such as Yahoo!, Outlook, Gmail, and Thunderbird as HTML scripts are easier to read than text only scripts.
If your transactional email is to be effective it must first reach your customer. Having a customer anxiously waiting in vain for a confirmation that a sales transaction has gone through or that the shipping has been done will more than likely hurt your reputation. Take the necessary measures to improve the rate of your transactional mail delivery.
4. Pay Keen Attention to Email Deliverability
Always assess the performance of your emails by monitoring the deliverability, open rates, bounce rates, and click-throughs. Keeping an eye on your transactional email deliverability will allow you to make adjusts when and where needed to improve your overall performance. This will allow you to increase your email deliverability.
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Anne Harvester believes there are numerous reasons to choose transaction email services. Anne browses online for transactional email delivery to find companies that offer services that are needed.