Five messages that most consumers pay attention to

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Transactional emails work; I’ve seen open rates averaging over 65%! So why not leverage them to create a more effective engagement strategy?

Here are five reasons to go back to the recipient:

1) When they sign up – Don't forget to welcome them into your fold; thank them, talk briefly about the virtues of your email program and be sure to insert an offer with an expiration date. People didn't just sign up to read your campaigns; they’re usually interested in purchasing something so make it easier for them.

2) Say thanks – Follow up the purchase with a reminder of why they’ve chosen your company. Send a thank you email with an interesting offer to apply toward their next purchase, a neat idea is to offer them a sample of one of three items – this creates interaction.

3) You want their feedback – A few days after shipment, ask them for feedback on the products purchased or the service provided. Make it easier for them by making the survey top heavy – solicit open-ended feedback first then progress to the multiple choice items. Be sure to include at least one question to get you feedback on other products (maybe by ranking other products.)

4) When they abandon their transaction – Be it an incomplete transaction or an abandoned shopping cart, you have to go back to them to ask them if there is anything you can do to help them complete their transaction. It doesn't have to be a discount, a simple reminder works wonders. If they still don't purchase, wait and send them a reminder in the future.

5) When they unsubscribe – Mail them after they click on unsubscribe, tell them you’re sorry to see them go. Include a banner to your sales outlet or a special discount at the bottom. You’ll be surprised at the unsubscribed recipient actually makes a purchase.

Transactional emails are tremendous revenue generators; you have to leverage these opportunities to drive enagement.