Back to main menu

Email best practices

What are the prerequisites for concrete transactional emailing?

Transactional email can be an interesting lever in your marketing strategy. Here are a few keys to great emails.

Hermes and two other gods share stats on a table

PUBLISHED ON

PUBLISHED ON

No, your transactional strategy should not be as rigid as reinforced concrete. Quite the contrary, in fact. However, it is essential that its foundations are very strong, which is rarely the case.

Building a transactional email program takes planning! We have identified five points that you should definitely implement before starting.

1. Designate a person responsible for “transactional email marketing”

The responsibilities associated with transactional email strategies are rarely defined. They can be distributed over the IT, marketing or even the R&D departments. This dilution of responsibilities results in poor quality transactional plans, plans that don't conform to the overall email business plan or that don't take advantage of opportunities for additional sales.

To prevent these lapses, you should appoint a manager who will ensure the coherence of all transactional mailings. Ideally, this responsibility lies with the marketing department. This person will take over the management of the project, ensure consistency with the overall marketing strategy, review the results, and conduct a profitability analysis.

2. Centralize reporting

The behaviors observed when analyzing the results of your traditional email campaigns and your transactional programs are complementary! For this reason, it is important to structure the analysis and reconciliation of these two channels.

3. Generate dynamic content

Taking full advantage of the power of transactional email requires that you personalize it in a big way. This means bringing dynamic content related to your receiver (like purchase history and behaviors).

4. Deliver emails in real-time

Every minute that passes between the transaction and the receipt of the email results in a lower ROI! With email, consumers are hungry for immediacy. Upon completion of the purchase, the first reaction is to verify receipt of the confirmation email. In the absence of it several minutes after the transaction, the opening rate will tend to fall drastically.

5. Authenticate emails

The transactional email contains much more sensitive data than a newsletter. For this reason, it is essential not to forget to properly authenticate emails with DKIM and SPF technology. This will enable a more effective fight against phishing, but will also ensure better deliverability.

Popular posts

Hermes rides a firework next to a Goddess in front of a night sky with more fireworks

Email best practices

6 min

Top email marketing trends for 2022

Read More

Hermes on a moped delivering mail to a mailbox

Email best practices

8 min

Reducing email’s carbon footprint

Read More

Mother's day gift for Hera

Marketing

14 min

Marketing calendar 2024: Dates you shouldn’t miss this year

Read More

It's never been easier to build connected experiences. Start sending with Mailjet today.Get started on your path
CTA icon