Customer communication

Five principles for optimizing your transactional output

A tremendous amount of information is sent to consumers every day, and companies are forced to differentiate themselves to stand out from the crowd.

Based on the 2015 Email Marketing Metrics Benchmark Study by Silverpop, transactional messages continue to generate much higher customer engagement than broadcast email.

Researchers have found that transactional messages are eight times more likely to be opened than other types of communication.

So it is crucial to take advantage of this type of communication to establish or optimize a lasting relationship with your customers.

When you set out to optimize your transactional output, you need to take a number of things into account.


Here are five principles to bear in mind.

1 – Personalize your communications

According to Infotrends, 97% of invoices are opened and read in two to five minutes. So this is a great opportunity to connect with your customers!

How can you personalize your transactional communications while making way for important transactional content?

It’s simple: get rid of unnecessary content and keep only material that is relevant to the customer. For example, you could choose only contacts in the customer’s geographic area, or remove any sections that deal with services for which the customer did not sign up.  You’ll improve your customer’s user experience while making your envelopes lighter and saving money in the process!

It might also be wise to use the white spaces to add marketing content (what I’m referring to here is spaces that appear only when there’s enough room).

2 – Integrate your current systems

If you want to communicate optimally with your customers, you need to use data from several existing systems.

Over the years, a company will put a number of systems in place that meet the business needs of its various departments. The company ends up with several systems from different eras that often don’t interact well with one another. It would be quite costly to replace all of them for the purposes of data exchange. Instead it is important to find a solution that can be aligned with what is already in place, rather than drastically changing everything.

Not only do you need something to orchestrate the whole thing, but when required, you’ll also want to be able to easily convert and standardize the data moving between the systems.

Many companies complain of being held captive by their systems. No one knows what you need; so break free! Select a tool to manage your transactional communications, one that will change as new systems are developed and that will adapt to your vision, and not the other way around.

3 – Go digital

Printing and digital technologies adhere to the same rule:  improve communications with your customers.

Printing is now part of a more comprehensive communication strategy and you have everything to gain by accessing all of the communication channels in use today. Companies have increasingly realized benefits from using a number of communication channels. If you have a tool that allows you to communicate in a variety of ways, you can use regular mail to get in touch with your customers who prefer traditional printing. Then you can email the same materials to other customers who are more comfortable with digital communication.

4 – Use Web language

Make sure that the tool you choose is based on HTML/CSS/JavaScript language in order to avoid format conversion problems.  You’ll also have more flexibility and be more in control. With a modern programming language, you’ll be able to use interactive modules. You can create messages that visually stand out and attract more attention.

With just basic technical knowledge and Google, you can find most of the answers to your questions. Programmers from around the world are willing to help. Don’t choose a tool with an obscure code.

Using a Web language, it’s easy to reuse content, regardless of the format used when communicating with customers. The data sets chosen for a mail-out should be reusable in another form of delivery, such as email or the Internet.

Even if you haven’t yet used them, digital options should be available to you, as you will certainly need them in the near future.

5 – Automate your communication processes

Transactional communications are ongoing by nature, and you will benefit from automating them as much as possible.

Have you noticed how much time companies lose by giving repetitive tasks to their employees, rather than automating those tasks? A transactional process includes several critical steps. For example, if it takes days to receive confirmation after a purchase order is sent, it can reflect poorly on your company. Moreover, errors can easily occur in manual transactional communications, and the integrity of your customer data could be compromised.

By automating your processes, you can:

  • shorten the response time
  • eliminate human errors
  • improve the customer experience

A good solution fits in with your established processes and does not require a total transformation. Be careful of promises to revolutionize your setup; you need a solution that will adapt to your current processes.


Are you looking to optimize your transactional communications? Visit our website for more information on our products.