As Jordan noted in his earlier post, there are a lot of things you can do to make your transactional emails better. But as any busy email marketer knows, there are also about a million other things you could be working on instead. The question is, how high of a priority should improving your transactional emails be? After all, only a small sub-set of your entire list receives one of these messages every day.

Let’s be clear: your transactional emails should take an extremely high priority, regardless of your industry or line of business.

In our latest research, The transactional email report: Benchmark data and analysis for connecting purchase behavior to email marketing, we see that two key indicators — revenue per email and transaction rates — are off-the-charts for transactional emails. The transaction rate of order confirmation messages is eight times higher than standard promotional messages.

In other words, you can get much more bang for your buck by improving your transactional emails rather than, say, your weekly newsletter.

So what are you waiting for? Have a look at The transactional email report to learn more about what makes transactional messages so valuable to email marketers.

Tags: email, order confirmations, return confirmation, shipping confirmations, transactional email report, transactional emails, triggered email

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