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Posts Tagged ‘Transactional email’

High Volume Transactional Email: Balancing Utility and Marketing

Friday, May 18th, 2018

Your eCommerce customer, Paul, has ordered a special mattress for his bed. He’s put the item into the cart, and paid for it. Now you send a confirmation of purchase email.  But, instead of just a note stating that “we’ve received your payment, and your item has been posted for shipment…” or whatever boilerplate many companies send, you include that message and add photos of three sheets-and-pillowcases products that fit the mattress you just sold him. Paul has his own sheets, but has been thinking about replacing them – now your confirmation email makes him decide to buy them.

All eCommerce companies have to send transactional email, a type of email sent to facilitate an agreed-upon transaction between the sender and the recipient. Common transactional email use cases include doctor appointment reminders, account creation emails, password resets, purchase receipts, account notifications, medical lab results, and social media updates like friend and follower notifications.

What makes transactional email different from ordinary marketing email is that they are sent as part of doing actual business with people – not just chatting with, marketing to, or selling to a customer. In this respect, they are also different from so-called “triggered” emails which may be generated by a number of customer actions – not just transactions.

Transactional email are effective for marketing

Transactional emails are opened eight times more than traditional marketing messages, according to a study by EPSILON.  So it only makes sense to adapt your transactional email for marketing, to take advantage of this unparalleled opportunity to reach your customer with a personalized offer.

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Transactional/Bulk email with ePHI in It? What to do about HIPAA

Thursday, August 29th, 2013

Case in pointA medical lab that needs/wants to send test results to patients via email.  This is:

  • Bulk email … possibly 100s or 1000s of messages/day
  • Transactional … every message is important and unique.
  • ePHI … every message contains private health information governed by HIPAA

Customers that have approached us looking for solutions for scenarios like this and others (e.g. medical news, appointment updates and reminders, etc.) have had problems managing this kind of electronic messaging because:

  1. Their own ISPs put limits on the maximum number of messages they can send in a day
  2. Most email marketing solutions and bulk mailing solutions do not have a HIPAA bulk email compliance component and thus are completely useless for sending ePHI of any kind.
  3. All messages must be encrypted in a HIPAA compliant way, making in house solutions difficult, especially when combined with #1.

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Transactional Bulk Email: How to Setup using LuxSci High Volume Bulk Email

Friday, December 9th, 2011

Transactional bulk email messages are those that have mostly similar content and which go out to recipients as needed.  These may be to the same set of recipients over and over, or to new recipients every time.  What makes them “bulk” is that the number of messages sent can be quite large … much larger than you could hope to send through a normal business email account.

Examples of transactional bulk email messages include:

  • Payment receipts
  • Password reminder emails
  • Auto-responders
  • Notifications
  • Trial account follow up reminders
  • Welcome or sign-up messages for your web site

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