Transactional messages work as the consumer expects you to send something - they await your “receipt.” A message sent within three minutes of the transaction can drive an engagement rate of over 98%!
Here are five prime engagement opportunities.
1) When the consumer signs up for your program
Use this opportunity to welcome them into your fold - thank them and talk briefly about the virtues of your marketing program. Most importantly, create anticipation for the next communiqué and be sure to insert an offer with an expiration date.
2) When the consumer completes a transaction
Follow a transaction with a thank you and nice reminder of why they’ve chosen your company. Provide the consumer with useful information about the product or service that they have purchased.
3) Don’t forget to solicit their feedback
A few days after shipment (or the transaction), 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.
4) When the consumer abandons 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 the consumer clicks 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 when the unsubscribed recipient actually makes a purchase.