Make your transactional communications even more powerful
With the total number of daily business and consumer emails reaching 269 billion (source: The Radicati Group), promotional emails must stand out in terms of their creativity. For an email to get read, it must appeal to the recipient, spark their interest and prompt them to open it.
Yet it’s a bit different for transactional communications. They have the significant advantage of already attracting the recipient’s attention. Your customers are inherently more likely to open your message if they know that it includes a bill. The same goes for account statements and payment reminders. Besides, the hit rate for transactional emails is 3.5 times higher than that for newsletters!
But that’s not a reason to neglect transactional emails. On the contrary, it’s a great opportunity to build a strong relationship with your customers. You would be wise to focus your approach on a good user experience to make things easier for the customer. Here are some tips to help you meet your customers’ expectations while optimizing your efforts.
4 ways to make your transactional communications more profitable
- Personalize the content: 75% of consumers say they are more likely to buy from a company that uses personalization. By nature, transactional communications contain information that is specific to each customer, such as the invoice amount and a summary of their order. But by looking at your customer’s purchase history and interests, you can adapt the design of the message, offer promotions or thank them for their loyalty. It also allows you to choose the appropriate content for each customer. Communication is more efficient if you eliminate any unnecessary content. And that’s not to mention the money you’ll save on your mailings: by focusing on what’s essential, you’ll save on the costs of paper and mail—mail that is now lighter.
- Automate your communications: Personalization can be a lot of work, so it makes sense to automate the task. According to Forrester, automated campaigns can generate four times the income than that generated by standard communications. In fact, it’s not possible to do it all manually, which would be an error-prone and very time-consuming process. With an automation system, you can also add conditions, such as sending automatic reminders when bills are due.
- Offer multichannel communications: Today’s consumers also expect to be able to choose the format of their transactional documents. A study conducted by Forrester concluded in 2015 that 72% of consumers prefer to communicate with brands and businesses through a number of different channels. That’s even truer today with digital transformation opening up opportunities. A study by Litmus showed that, in 2017, emails were read on a mobile device 50% of the time, while only 20% were opened on a computer. That will affect how you prepare your emails and transactional documents to make them accessible on a variety of platforms.
- Streamline your work: It takes a lot of work to personalize, automate and broaden your communication channels. Yet you need to make sure that your efforts pay off. You don’t need to do everything at once. If your data shows that not many of your customers use a mobile device, don’t make that a priority. In order for your transactional communications to be efficient, they must be as clear as possible. Even if they’re personalized, there’s no need to bombard the customer with needless information. Accenture found that approximately 40% of consumers have given up on buying something because they were inundated with information at the time of purchase. For the best chances of success, you need to make sure that your customers are open to receiving your messages.
Would you like to optimize your transactional communications? Get in touch with one of our specialists and ask for a free consultation!