Transactional emails: an art unto themselves
Latest posts | Feed | By Mark Brownlow on July 24, 2007
Melinda Krueger suggests how to help transactional emails make a better connection to the recipient in this article.In my experience, order confirmations, account messages and similar could step up four levels...
First, most need a basic design overhaul. Not necessarily in terms of a fancy HTML redesign. But certainly in terms of ensuring the clarity of the message. (No long, unwieldy paragraphs, for example.)
Second, the design and text need to match the other emails the customer gets and what they see at the website. All the things that go under phrases like "seamless brand experience."
Third, the tone needs to change to connect better to the reader. Too many transactional emails read like they were written by a machine or the intern in the IT department.
Fourth, add in the marketing elements. "Since you bought Product A, you might like Product B." Buy a book from Amazon or a song from iTunes and you'll see longstanding examples of this in practice.
For more ideas on transactional emails, check out these articles.
Tags: transactional emails
[This post brought to you by Campaigner Email Marketing]
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