GoDaddy: How to get the most from shipping confirmation emails

GoDaddy just published a brilliant blog:

Like a lot of email marketers, you probably spend a majority of your time writing broadcast emails. You focus on promoting sales, announcing new products, sending out coupons, and getting the word out about upcoming events. And after you send those broadcast emails, you likely keep a close eye on your open rate. After all, the content of your messages doesn’t matter if no one opens them. But the emails your subscribers are most likely to open and consume aren’t promotional ones. They’re far more concerned with their transactions—the purchases they’ve already made with your store. 64 percent of customers consider transactional emails (like shipping confirmations) the most valuable messages they receive, according to Litmus. One Experian study found transaction emails, like shipping and order confirmations, achieve significantly higher open and click rates than promotional emails. They also drive substantially more revenue per email. Our numbers show a similar pattern. Transactional emails see almost five times the open rate of broadcast…

More here: How to get the most from shipping confirmation emails

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