When you buy something from the likes of Amazon or eBay, you check your email for confirmation that your order has gone through okay. If that email isn’t there a little bit of panic sets in. Did they get my order? When will my order arrive? Do they have the right address? Those so-called transactional emails are a simple yet effective way of answering recurring buyer questions.
According to marketing company HubSpot, the marketing equivalent of a transactional email is a simple thank you email – an automated email that is triggered when a visitor converts on a landing page. Thank you emails are more likely than any other type of email to be opened since they help the recipient to complete an action. This presents email marketers with an undeniable opportunity to take advantage of the fact that a customer is currently engaged with their brand by presenting them with a link to download their requested content and more importantly a secondary opportunity to convert to a product or service of higher value and/or commitment.
Although statistics provided by HubSpot indicated that thank you emails were twice as engaging as one-off general marketing emails (42% open rate and 14% CTR compared with 12% open rate and 6% CTR), whether or not prospects convert to the secondary offer immediately is not important. The effectiveness of thank you emails can be best seen by the fact that content will likely remain in the recipient’s inbox for future reference. There’s also the fact that since thank you emails will contain the link to download the first piece of content, that email is likely to be forwarded to others, thus extending your reach to prospects you would otherwise have remained unaware of.
Saying Thank You in Email the Right Way
Keep your emails simple
A thank you email should not be cluttered with information and invitations. The most effective messages consist of just the two parts discussed – the actual thank you (and link to content) plus the secondary opportunity. Try to include any more than these two things and you run the risk of overloading the recipient.
Look to the future
While the most important thing is to send a thank you email in the first place, those brands already doing so should seek to incorporate the message into their overall lead nurturing funnel. This allows for better control and conversion of leads over time, particularly if you are using some kind of marketing automation software.
Be smart in your email communications
Adding a secondary call to action is effective in itself, but the really smart thing to do is to use dynamic CTAs – CTAs that automatically adapt to the recipient. By doing so, you are naturally set to benefit from better targeting, better segmentation, and increased conversions.
Make emails easy to share
Hoping that your recipient will forward your thank you email to others is one thing, but why not make it easy for your email to be shared with a multitude of others at the touch of a button? Including typically used social media sharing icons is a quick and effective way to invite content to be shared across the various networks.
Does your marketing mix include thank you emails?
Linda Forshaw is a Business Information Systems graduate from Lancaster University in the UK. A leading contributor to the college research and review site DegreeJungle.com, she is a full time writer and blogger specializing in education, social media, and entrepreneurship. Contact her on Twitter @seelindaplay