Take advantage of your transactional messages…
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Be weary of CAN SPAM - While transactional messages don't fall under the CAN SPAM guidelines, the lines can get blurred if you’re including a marketing message. Remember the transactional message is the main purpose for the email and the creative/content must reflect that.
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Provide a valid reply email address - Often times, retailers will use a "noreply@" email address or worse still, they’ll put a note in the email telling recipients not to reply. The transactional email is the first--and sometimes only-- chance to open up dialogue with your customers. It can literally turn a one-time customer into a lifelong brand loyalist. If for technical reasons you cannot include a valid, monitored reply address, provide a contact address within the body of the email. You should also include estimated reply/response time.
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Make your subject line user friendly - While you do want to keep your subject line focused on the main purpose of the email, that being the transaction, it doesn't mean it has to be an unappealing IT driven subject line. You know the ones we mean! The meaningless ones like: "YOUR ORDER # 3454fG43fduj75764 CONFIRMED". Instead aim for something a little friendlier, like "Order Confirmed: Thanks for your purchase!" While subscribers may open the email regardless of the subject line, it never hurts to add some goodwill and appreciation. Creating a little warm and fuzzy is always nice.
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And don't forget - all these tips are to help you upsell and cross promote your products! Use the transactional message to cross promote similar products. For example, if someone buys a printer from you, you may want to feature ink cartridges for that printer. Upselling is always easy – simply include a link to view “most popular items” or “clearance items”.
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