Transactional Email
Are you using transactional emails? If not you are missing out on one of the most powerful tools available to an email
marketer. Transactional email, as the name implies, is email that is sent out after some transaction. This is often an
external event, such as a recipient signing up for a newsletter on your website, but it also could be initiated by a
purchase, the downloading of resources, or as part of a workflow automation, such as an event reminder. Transactional
emails are designed to be sent to one or just a few recipients at a time with highly targeted messages. They are also
an excellent opportunity to cross-sell products or return a customer to your website. They are similar to triggered
email in that they are responses to specific conditions, but transactional emails are most often sent after a specific
action by a user.
In the example below, the purchase of several items at a local store resulted in an e-receipt being sent
to the purchaser. Purchase details, along with recipient-specific information, such as her membership level, are included
in the email along with dynamic tags to add further product recommendations to the email.
The example to the left demonstrates how the transactional email shown above might look after the fields and dynamic tags are
populated. The result is a highly personalized message with information and suggestions that only pertain to the recipient.
Industry research, as well as our own experience, show that the response rate to transactional email is many times that of promotional
email. When recipients expect to receive an email in response to an order purchase or as an appointment reminder, for
example, they are much more likely to open and read it.
Symphonie features an incredibly powerful ability to customize and deliver transactional
emails. Transactional emails are generally sent via Symphonie within 10 seconds of the API request, so you can get an email message
to the recipient immediately. There is no requirement to batch requests or schedule them - simply use the API to tell
Symphonie to send the email and off it goes!
Creating transactional emails in Symphonie is very easy. Paste your Dreamweaver or other program's content into Symphonie,
or use the included HTML editor to create or edit your template content. Then locate the placeholders where you want
Symphonie to dynamically substitute content. Preview and test the layout until you are satisfied, and then with just a
few lines of code you can have the transactional email fired-off from your website or other computer system.
Symphonie offers a technology that allows dynamic data integration into transactional emails. When
the computer code runs that tells Symphonie to send a transactional email, additional data can be inserted dynamically into the
transactional email template. This offers great flexibility to build highly relevant emails. Use this feature to create an order
confirmation email, complete with all the line-items that were purchased. It can be used to provide data about appointment schedules,
upcoming webinar reservations, customized URLs, and much more. It can even be used to provide values that will be considered
using the dynamic content logic within the transactional email template.
To see the powerful transactional email ability in Symphonie for yourself, or just to ask questions, please contact Goolara.