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A truly untapped
marketing channel
Dora Birna
June 29th 2021
STOP giving away
your largest and
untapped marketing
channel.
64% of customers say that
transactional emails are the most
important emails they receive
And these emails receive 1682%
more engagement than marketing
emails
Not like
this ...
© 2020 Forrester. Reproduction Prohibited.
The ‘Buy’ stage is more
than just a moment in
time
Is this what your
post-sale
experience feels
like?
Transactional emails can
drive more than 4x the
revenue of bulk mailings.
open rate 10x higher
than promotional emails
And often
above 100%
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
Is it brand loyalty?
Or
Experience Loyalty?
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
Fulfilling on the brand promise is
the most important part of the
customer journey
A truly untapped marketing channel

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Editor's Notes

  1. 25 x
  2. 85 vs 25 9.2 vs 3.2