3. Use promotions in your transactional emails. The problem with most commercial email is that about 80 percent of it doesn't get opened. That’s not the case with transactional emails (e.g., “Your product was shipped today”), however, which are opened and read at about double the rate of promotional emails. While customers are reading about the transaction, HTML can promote a related product below the fold.
Arthur Middleton Hughes is co-author of “Successful E-Mail Marketing Strategies: From Hunting to Farming,” (RACOM, 2009). He's also senior strategist at e-Dialog. He can be reached at Ahughes@e-dialog.com.
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