1.
A truly untapped
marketing channel
Dora Birna
June 29th 2021

2.
STOP giving away
your largest and
untapped marketing
channel.

3.
64% of customers say that
transactional emails are the most
important emails they receive

4.
And these emails receive 1682%
more engagement than marketing
emails

5.
Not like
this ...

6.
© 2020 Forrester. Reproduction Prohibited.
The ‘Buy’ stage is more
than just a moment in
time
Is this what your
post-sale
experience feels
like?

7.
Transactional emails can
drive more than 4x the
revenue of bulk mailings.

8.
open rate 10x higher
than promotional emails

9.
And often
above 100%

10.
9.2% click-through rate
transactional emails
vs.
3.2% clickthrough rate
non-transactional emails
The biggest opportunity you might be missing
85% open rate
transactional emails
vs.
25% open rate
Marketing emails

11.
Is it brand loyalty?
Or
Experience Loyalty?

12.
I was told what to expect, and you
delivered on promises
Top tips to build retention
When things changed, you told me, and
confirmed every step along the way
As I experience you in every channel, it
feels like a consistent relationship
You added value for me, rather than
asking more of me

13.
Fulfilling on the brand promise is
the most important part of the
customer journey