Email Marketing by Experian CheetahMail

MAY 2005

Transactional and Operational Messaging: An Opportunity to Market Where it Matters

document thumb In this era of ever-changing buying habits and newly regulated telemarketing and email solicitation, it has become increasingly difficult to deliver the right message to the right customer at the right time. Gone are the days of marketing to the masses through one discernible channel, when customers were forever loyal and retention was virtually guaranteed. Today, the task of engaging customers is far more arduous, often requiring non-traditional email tools that enable you to market precisely when it matters most.

Transactional and operational messaging, also called triggered or event-based messaging, is as powerful a tool as it is underappreciated. Simply put, every order confirmation, shipping notice, receipt, cancellation, order change, warranty reminder, registration confirmation, abandoned shopping cart, subscription expiration, and profile change becomes an HTML marketing vehicle to personalize, brand, promote, cross-sell and up-sell other products and services to an attentive and already engaged customer.

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