In the modern age, we are used to using emails as a communication method. Through sending and receiving, we can have conversations with people around the world. While they lack the immediacy of a telephone conversation, the fact that you can do things like send attachments and share important information without needing to scramble to write it down is a big plus. We are a society that has grown to love email, despite its occasionally less reputable applications; in fact in 2015, over 205 billion emails were sent out per day. To get an idea of a sense of scope, think of your local bookstore with its shelves and tables of printed pages. There’s a good chance that all of the books combined don’t have 205 billion pages; that number is equivalent to over one million 200 page books.
Even now, in the age of text messages and social networks, email is a big thing. Surprisingly, you probably aren’t leveraging it as well as you could be. When people sign up for your newsletter, do you send a message thanking them? When someone buys an item from your shop, do you automatically email them a receipt?
Such one-way communications are known as transactional emails and they are the next big trend not only in marketing, but daily life. If you run an ecommerce business, what if you could automatically send an email to everyone who puts something in their cart but doesn’t check out to remind them of their potential purchase? If you run a non-profit or charity, you could show how a donor’s contribution is being used to make the world better right after they send it. The ability to send transactional emails is one of marketing automation’s greatest strengths.
You can quickly and easily ensure that you can immediately follow up with anyone who interacts with your brand in order to continue the relationship. In conventional terms, think of a transactional email as serving a similar function to a receipt when you go shopping. As opposed to simply showing you what you purchased, transactional emails can engage in many different ways, whether they’re just a thank you message or an introduction into a customer conversion pipeline through a call to action.
As communication becomes more direct, and time limits become a popular form of regulation to ensure immediate engagement, the ability to send transactional emails without any additional effort has become a very attractive prospect across a wide variety of industries. By extending the conversation, you can start anyone on the conversion journey to becoming a paying customer, or merely extending your network of connections. There has not been a tool that builds brands and strengthens connections as easily as transactional emails, and you’re about to learn all about them.