Marketing emails that encourage a customer to make a contact or purchase are known as transactional emails. They can be an effective part of a marketing program, provided the business to business email marketing follows some key practices, according to industry experts.
To get business to business email delivered correctly and opened promptly, industry leaders suggest six key practices: check email addresses, check links, consider time, use an image, don’t assume and give customers both ways in and out of the transaction.
Marketing email addresses should be short, to the point and easily understood. Also make sure that the inbox connected to the address is checked frequently. Links also should be active and check regularly; it’s time-consuming, but crucial. Also consider that some people hold on to their marketing emails for a long time, sometimes even years! There’s no remedy for items out of stock, but keeping links alive for a long time helps keep customers in touch.
Using images in business to business email marketing is especially important for customers to find what they’re seeking when the item has an outdated name or product number. Reorder links on product images also are a great way to ease a customer’s transaction: One click and they’re done.
Marketing experts also caution against assuming that the email has provided everything a customer needs to complete a transaction. The best way to assure a customer relationship is with a follow-up survey on “how did we do?” Finally, be sure to give customers opt-in links for regular messages, as well as an opt-out link that respects the customers’ privacy. Business owners are sometimes surprised that customers remember these gestures even more than quality products.