Email Marketing News and Tips

If you are still sending plain text receipts and other emails then you are probably leaving money on the table. Sure, you may be sending out weekly or bi-weekly dynamic newsletters. A growing number of you are using your database knowledge to understand what your customers have purchased and then send promotions for products and services to those customers with a high propensity to buy them. These activities are good and moving in the right direction.

But the kind of messages your customers are most likely to open and read are often plain text messages with absolutely no promotions or offers.

I’m talking about your receipts, order confirmations, ship notifications, and individual service messages. If your company is like most companies, these "transactional" messages are sent by a legacy system and contain just the details of the operation.

However, these are the very messages your customers will read. So you’re missing a great chance to offer them information about (and a chance to buy) related products and services. Especially since their credit cards are probably still out on their desks.

But changing your legacy system can be, at best, a trip through your MIS department and, at worst, a trip through your MIS department!

We have clients who have been able to tap this additional revenue source without making that trip. They use our Smart Delivery system to do it.

As an example, one of our clients is a national retailer who sells online and through a catalog. They send out hundreds of thousands of (text) emails per month confirming purchase transactions and so forth. We take those text emails and convert them into attractive emails with color, graphics and relevant product offers. Then we send them to their customers, all in a matter of seconds.

Here’s how we do it:

1. We intercept the email and pull out all relevant information
2. Our propensity-to-buy engine selects possible promotions:
   1. Products bought by other customers with similar purchases
   2. Products that complement their current purchases, e.g., printer cartridges for a printer purchase
   3. High-margin products they want to push
3. We make over the original into a much more readable and attractive message with highly personalized product offers.
4. We send it to the recipient.

Smart Delivery can mean more revenue to your bottom line - with virtually no effort on your part. Your messages will have a better look and feel, offer extremely targeted and relevant promotions, and get you better response rates and ultimately conversions.

A final benefit is that you don’t need to do anything to your legacy systems. That’s one less trip you need to make to MIS.