The transactional email is a staple of the customer communications process for online retailers -- from confirming purchases to updating shipment status. But all too often retailers allocate minimal resources to optimising the transactional email for increased engagement, brand experience and additional revenue opportunities. Sophisticated retailers and ecommerce organisations, however, are moving transactional emails beyond the “purchase process” and generating significant results by deploying “pre- and post-purchase” email streams.
For many online retailers, these “low volume, high ROI” triggered emails comprise less than 5 percent of their email volume, but produce 40 percent or more of their email revenue. This session reviewed several, successful “transactional 2.0” email techniques, including cart and browse abandonment programs, product review requests, bounceback, order replenishment and more. Session explored best practices, reviewed ROI examples of each message type and reviewed the technologies and resources required to implement them through a highly interactive session.
Originally presented for NMA UK Webinar.