How to Engage Customers and Deepen Relationships

What Startups Can Teach Enterprise About Transactional Email

Only 36% of marketing executives feel they’re effectively leveraging transactional or triggered emails to engage the customer, which means 64% are not.

Yet regardless of company size or the nature of your business, as much as 80% of future revenue will come from 20% of existing customers. Not new customers, existing customers. For any business, these are your most important customers.

Our white paper explores the obvious and direct correlation between the failure to optimize transactional email and the failure to fully leverage the growth potential of existing customers.

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engage the customer

Enterprise marketers need a serious wake up call regarding the creation of transactional email experiences that will help them realize the full revenue potential of their most important customers — those they’ve already won.

But in the startup world, amazing transactional emails are the norm rather than the exception, with new-kids-on-the-block like Drift, Birchbox, and Buffer frequently held up as examples of how to do it right. Learn how they, and companies like them, leverage transactional emails to offer cross-sell and up-sell opportunities, as well as to encourage customer engagement.

We dive into what these companies, and startups like them, can teach Enterprises about excelling at transactional email, including how they:

engage the customer

Re-imagine the traditional sales funnel as a cycle in which Retention, Referral, and Repurchase are just as important as Awareness, Acquisition, and Activation

engage the customer

Subvert the status quo by viewing email as integral to the entire customer journey, a prime opportunity to foster customer engagement rather than as primarily suited for the three ‘A’s 

engage the customer

Disrupt common wisdom by turning conventional marketing and transactional email strategies on their heads, to focus on customer engagement rather than just conversions

engage the customer

Smash departmental silos to facilitate cross-functional collaboration on these critical communications, including stakeholders from marketing, product, engineering, and IT

engage the customer

We also provide examples from startups who are setting the standard for transactional email, as well as practical and actionable suggestions for implementing similar strategies within your own organization.

So what are you waiting for? Isn’t it long past time to maximize the untapped revenue potential of your existing customers?