Email marketing is the act of sending a commercial message, typically sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations. Email marketing strategies commonly seek to achieve one or more of three primary objectives, to build loyalty, trust, or brand awareness. The term usually refers to sending email messages with the purpose of enhancing a merchant’s relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.
Email Marketing can be carried out through different types of emails:
• Direct Emails
• Transnational Emails
Direct Email involves sending an email solely to communicate a promotional message (for example, a special offer or a product catalog).Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they rent a list of email addresses from service companies.
Transnational emails are usually triggered based on a customer’s action with a company. To be qualified as transnational or relationship messages, these communications’ primary purpose must be “to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender” along with a few other narrow definitions of transnational messaging. Triggered transnational messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails, and emails receipts.
Transnational email is a type of automated email between a sender and a recipient.
While transnational emails can help fulfill marketing needs by recovering abandoned carts or re-activating inactive users, these emails are primarily functional and provide an anticipated update to an action or a request made by the recipient. To put it another way, these are emails that recipients expect to receive-an in many cases, will refresh their inbox until it arrives.
Benefits of using Transnational Emails
• Builds customer trust- customer feel safe with a company that provides useful information at every step of a business transaction. Transaction emails empower the customer and alleviate questions and concerns. This, in turns, fosters respect, confidence and trust for a company.
• Increases customer Engagement- The customized one-on-one approach of transnational emails makes a customer feel special and invites interaction. This interaction might lead to higher survey participation or social media engagement.
• Additional sales- When customers see photos and descriptions of their recent purchase alongside ads for similar products or related products that can incite a desire to purchase more goods or remind them of something they meant to buy but didn’t. Customers might also elect to browse the company website again, creating mental wish lists for future purchases.
• Brand Recognition- For new customers, seeing brand elements when they complete one transaction may not cause them to remember the company in the future. However, when an order confirmation arrives with a signature brand logo, and then a shipping notice arrives later with the same logo, and a warranty message arrives, presenting the logo an additional time, suddenly the customer is very conscious of the brand and likely to think of the company when shopping later or when talking to a friend about the purchase.