There are many methods that can be employed when launching a direct mail campaign, and it is important to have a good understanding of them all so that you can make full use of them.
Below we have explained one such method known as transactional mail.
A definition of transactional mail
Transactional mail, simply put, is mail that is sent out to complete a transaction with a customer. It is mail that is sent to one individual, rather than a large amount of recipients on a mailing list.
A common example of transactional mail is mail that is sent to a customer after they have purchased an item. This piece of transactional mail will include confirmation of purchase, the amount paid, what the item is and when the customer can expect delivery.
Unlike marketing mail, transactional mail won’t be sent with a commercial message, although it is possible that a company can try and sell more through a transactional email with adverts or similar purchasing suggestions.
Other examples of transactional mail are:
- Account updates (for instance, if you receive a new follower on your social channels)
- Changes to a password
- A reminder of a loan
- Changes to employment agreements with employees
Transactional mail is the type of mail you receive after you complete an online purchase.
How can you use transactional mail to your advantage?
Although transactional mail’s primary use isn’t to sell or further a marketing strategy, they still need to be crafted in the right way in order to maintain a customer’s interest and have them buying from you again.
One of the easiest ways to do this is by keeping your transactional mail personal. You’d be amazed at how just a small touch of this can make a huge difference to conversions and sales.
For example, personalisation results in around a 14% higher rate of traffic generation than without personalisation, and 7% higher chance of a direct order.
If your customer is receiving transactional mail, then they have already bought from you and believe in your brand, so you already have a platform to work from. This is alongside the fact that transactional mail is now on the rise, given the increased use of notifications and subscription updates we get with our accessibility to the internet and apps from our smartphones.
Need to send personalised transactional mail?
If you are looking to send personalised transactional mail and want to discuss it further, give one of our team a call here.
Image Credit: Negative Space