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If you’ve read my previous posts on spam then you should be up to speed with how spam originated, the different types and how to protect yourself from it. Now I want to delve into what we at Codeminers do to help you out with your spam worries and needs.
A key area we specialise in is differentiating between transactional and non-transactional emails that get sent out to your clients. It’s important to know the difference so here’s a quick overview of how the two differ.
Transactional emails are sent out automatically to customers when a significant event with their account happens. These are unique to each customer and are often time critical. For example, a transactional email can contain an order update, purchase receipt or password recovery assistance.
Whether they’re sent in response to a customer doing something or due to an update from a back office process, they usually have a much higher open rate than non-transactional emails. Consequently, it’s important that this type of email is clear, easy to read and timely to reinforce good customer relationships with your business.
These emails have a different purpose and content to the transactional ones above and are usually called marketing emails. They normally are in the form of newsletters, sales/promotional emails, event invitations and product updates. The aim is to increase brand awareness, customer engagement and sales conversion and are sent to a larger user base. These emails are always permission based and require the user to have opted in to one or mailing lists (and have the option to unsubscribe at any time). They’re often scheduled in advance and will coincide with the company campaign calendar.
Welcome emails fall somewhere between transactional and non-transactional as they’re triggered on account creation and confirm everything is ok, plus any next steps. Its common to include helpful next steps and invite the user to perform something driven by marketing, but this should always be a tertiary message in that email.
Sending emails, with a clear separation between the two types, means your customers are less likely to see your mail as spam. Effective use of these emails can help to increase brand awareness, engagement and importantly, sales!
Our platforms of choice include Sendgrid, MailChimp and Klaviyo. We can provide technical guidance for both types of emails as well as provide bespoke integration solutions.
If you want to know more about how we can help please get in touch using the form below!