Posted 22nd May 2018 by Tim Reher

5 Triggered Transactional Emails That Create True Business Value

The most valuable customer data resides within your CRM system.

With the analysis of customer data comes actionable insights. Your CRM system is the vessel that contains crucial information about customers, contacts, leads, order history, support cases, bookings, reservations, invoices, segments, activities, responses… the golden list goes on.

How can you maximise business value by integrating your goldmine of a system with your marketing systems? I'll give you the answer!

Transactional Emails Epitomise Relevance

Transactional emails deliver through-the-roof response and open rates compared to traditional newsletters and campaigns. How so?

Simply because transactional emails are anticipated and highly valuable. When a customer orders an item or books a demo, he or she expects that information flows straight back to exhibit that the request went through your systems. In other words: they want to initiate a conversation based on their actions.

And the proof of the effectiveness is in the pudding: According to report by Borrell Associates, Inc. and Merkle revealed that 64% of consumers view transactional emails as the most valuable messages in their inbox.

The Power of Triggered Transactional Emails

What’s the difference between regular transactional emails and triggered ones? With the latter, you can have your CRM system automatically send emails based on the trigger point of your choice. In addition, you can use customer data to create highly personalised sendings to boost relevance and engagement.


But I'm not about talking the talk; I'm all about walking the walk. So, let me demonstrate with five examples of triggered transactional emails:

1. Welcome emails
New subscribers, members and customers should receive a greeting that’s all bells and whistles. You need to solidify their choice by sending a relevant introductory email or welcome offer.

2. Quote emails        
A quote email should be straight-forward. But that doesn’t mean that it shouldn’t have flair. When you send a quote to a customer or lead; make it personal, relevant and pleasing to the eye. After all, a quote email should prompt action!

3. Order confirmation emails
Most confirmation emails straight-forward and text-based. Additionally, they rarely contain a clear call to action that generates additional value for your business.

Spruce up your order confirmation emails with a link that grants the recipient with 10% off on the next order or a perhaps a coupon that can be shared with a deserving friend. Keep them in the loop!

4. Booking confirmations
You travel experience doesn’t start when you check in your bags, onboard the flight or take your first steps on the tarmac. It starts long before you lock the keys to your home.

Make the most out of the experience by building up anticipation before the trip and ask for feedback with personalised offers. All done with the ease of triggers!

5. Subscription or agreement renewals
Do you run a SaaS-business or a company that doesn’t automatically renew agreements for each subscription period? Use triggers to automate sendings when the end of the subscription period is near. That way, you send a gentle reminder of the value your products or services provide.

To Sum it All up…

By digging into your CRM goldmine, you can excavate great insights that personalise your sengings. The result or an integration between your CRM and your marketing systems? A greater customer experience with less manual effort. Win/win!

Want to turn Microsoft Dynamics CRM into a transactional email machine? I’ve got the solution for you!