Transactional Messaging
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The cutting edge of email marketing keeps moving and doesn't wait for the majority to catch up. But for those looking for the next big thing, this article pretty much has it covered.
The central point is that you can only go so far with bulk email, even when properly targeted. A promising alternative is to take those emails that folk already want to get (like order confirmations) and turn those into vehicles that add value for both the sender and recipient.
And the step beyond that is to set up messaging rules that send single or sequenced emails in direct response to actions or behaviors taken by the potential recipients.
The central point is that you can only go so far with bulk email, even when properly targeted. A promising alternative is to take those emails that folk already want to get (like order confirmations) and turn those into vehicles that add value for both the sender and recipient.
And the step beyond that is to set up messaging rules that send single or sequenced emails in direct response to actions or behaviors taken by the potential recipients.
Permalink | September 01, 2006 |
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