Transactional Email News Digest
Kristina Knight interviewed our very own Tom Mairs, Director of Client Solutions Engineering here at Message Systems, in Biz Report earlier this month. In a two-part interview (second installment here) Tom and Kristina discuss messaging strategies for the holiday shopping season, and why smart brands look for ways to leverage transactional messaging to improve convenience. According to Tom,
“The holiday shopping season is the most critical time to have a direct and relevant message for customers. People have more to do and less time to do it in, so if you can help out your customers with genuinely valuable tag-along offers, you will be their hero.”
There’s been a lot of angst in the email community over the emergence of Gmail Tabs, the new feature in the leading webmail service that automatically routes incoming messages into one of three inbox subcategories: Primary, Social and Promotional. Writing in ClickZ, Sundeep Kapur, digital evangelist at NCR provides a run down on how the new tabs are working for him personally, and what the new interface means for marketers.
Tomasz Tunguz, a Venture Capitalist at Redpoint points out that transactional emails are often left in the cold after launch, due to a reliance on the engineering team for further optimization. With engineering having more pressing priorities, and the extensive test cycles needed for changes, transactional emails inevitably take the back seat – although it is often equal or larger in volume than product marketing mail and presents rich branding opportunities.
Tom Mairs, our Director of Client Solutions Engineering teaches you how to unlock the power of transactional email for branding and upsell opportunities in this free ebook!