Transactional messages yield the highest open rates of all email. Why? It’s because your subscribers expect to receive them in the form of notices, confirmations and receipts. Smart senders can maximize this opportunity to incorporate relevant marketing messages into their transactional messages to deepen the relationship with their customers. According to Experian’s Transactional Email Report, transactional email yields and average revenue per email that is two to five times greater than bulk email. They also have exceptionally high click through and open rates as subscribers tend to open them repeatedly. As a result, there is a prime opportunity to interact with this highly engaged audience through standard communications sent through your system. Despite the ability to add promotional messages to your messages, you should focus on the primary purpose of the email. For example, if you are sending a shipping notification, make sure your focus on the delivery details. However, include targeted and relevant messages within the email to drive engagement such as links to similar products, a special offer or prompt to sign up for your promotional newsletter. The general rule of thumb is that marketing messages should take up no more than 1/3 of the email so involve your marketing department to ensure you develop a winning template that is highly personalized and branded appropriately. Remember, you overall goal is to enhance the customer experience and deepen your relationship. Given the possibilities available with transactional email, don’t miss out on a prime opportunity to extend value to your audience.