Tips to Building Successful E-Mail Lists, Part 3 of 3
You also can use triggered messages for transactional e-mails. Examples she gave include new account created, order confirmations, product recalls, products registered online and subscription renewals.
Brady cited an example from 1-800-FLOWERS.com, which sent a simple triggered thank-you e-mail with the subject line, “Thank you for shopping with us!” Also, use triggered cross-sells in order confirmation e-mails, Brady said. Because these are transactional messages, the primary content does need to be the order confirmation and shipping information, among other useful details, she cautioned.
10. Send abandoned cart e-mails. These e-mails have the ability to recoup up to 15 percent of lost sales, Brady noted. Techniques to use in these messages include personalized salutations, putting an image of the product left in the cart within the e-mail, offering an incentive (e.g., free shipping, discount, gift with purchase, etc.), additional cross-sell offers and making it time-sensitive.
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