Subscription to Success

Recently I sauntered into a local fast food establishment for lunch.  While this visit seemed nothing but ordinary, I was about to unknowingly be the target of crafty multi channel marketing.  Upon placing my order, the slick LCD credit card terminal in front of the register showed not only my salad and cup for water, it also thought a shake would be a good addition to my healthy selection.  Upon seeing the recommendation, I impulsively purchasing a small vanilla shake.  

After I finished my oddly satisfying combo, I reflected on the tremendous marketing opportunity this company had seized with a captive audience.  It also reminded me that a number of e-commerce retailers fail to capitalize on such opportunities.  

Order Confirmation:  Post purchase emails and SMS messages are not only welcome in today's business landscape, they are required.  Even brick and mortar retailers are capitalizing on digital order confirmation.  Besides list growth potential, post purchase email confirmations provide retailers a second chance to get accessories or complimentary products in front of a willing consumer.  Best of all, order confirmation notifications are transactional, not opt-in.

Ship Confirmation:  Of all one to one communications the ship confirmation is the most-often opened and read; this represents a significant remarketing opportunity.  Utilizing online behavior, customized recommendation for complimentary products can be presented to an enthusiastic audience.  And like the order confirmation, the ship confirmation is transactional and does not require the recipient to be in an opt-in email list.  The ship confirmation offers additional opt-in possibilities.

Ratings and Reviews:  While often overlooked in the triggered email world, ratings and review emails can go a long way in driving incremental revenue to a business.  Conversion increases upwards of 30% are often seen once ratings and reviews are collected on a site, but again, these emails, when properly designed, are prime locations to deliver product suggestions.   Keep in mind, the consumer has had his/her product for at least a couple of weeks, all those must-have accessories are evident; it's time to show them off.

All-to-often we find ourselves receiving scheduled, albeit targeted, emails, texts or other communications that either get skimmed for the best deal, or simply deleted.  Post purchase emails rarely get glossed over, and frequently, are opened multiple times.  Seize the opportunity, deliver the right products to a captive audience and increase your profits!

To learn more about ExactTarget's email recommendation partnerships, please contact us.

- Jason Fordham is a Strategic Alliance Manager with ExactTarget's Integrated Partner Team