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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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How Can Integration Fully Leverage Confirmation Emails?

As already described, confirmation emails are a great way to stay in touch with your subscribers while the interaction with your company is fresh in their minds. A confirmation email also serves as a unique opportunity to up-sell or cross-sell based on message content. For example, if someone purchased a pair of running shoes, you could include a coupon for $10 off their next purchase. Or, if someone bought a new stereo, he or she might be in need of additional speakers.

Confirmation emails offer a huge opportunity for relevancy. They are one-off emails, meaning they are very specific to both the subscriber and the transaction completed. The same subscriber could purchase something else two days later, and as a result, relevant content will change. One way to achieve this relevancy “on-the-fly” is to force the email system to reach out to your servers at send time. This will allow you to dictate to the email system’s send engine what content to include at send time.

Some email systems offer content syndication, which allows you to embed a specific command in the confirmation email. At send time, as the confirmation email is about to leave the email systems servers, these servers reach out to your servers and include any content your server returns. You can tailor this content to the specific transaction, thus providing the most relevant content in every confirmation email.

On the back end, this program should accept a unique ...

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