“There’s no email”, she said. In preparation I had her send report open. “It should be there…now!” as the status changed to delivered on the report. “Ping” went her email client, the email arrived within seconds.

“Ooh, how’d you know when I was going to get it, that was quick” she said.

I showed the client the back end admin for our real time delivery reports and how she could tell what emails were delivered and when. Tomorrow when Google updates her Analytics data she’ll be able to tell what links were clicked on too!

We have real time delivery reports with built in Google Analytics. I’m sorry but when clients see it in action for the first time… well, that stuff just never gets old.

I’ve received a number of well designed email campaigns in the last few weeks from (mainly retail) web sites. What I haven’t received yet is any marketing messages in transactional emails from sites I engage with. Just the other day I reset my password for my account on a large retail store website. I don’t shop there much but I know I have an account which makes ordering easier. The email came through with clear instructions on how to reset my password and gain access to the site. What they missed was an opportunity to provide an additional marketing message about products on sale for the christmas season. In fact they missed an opportunity after I reset my password too! I still ordered something, but I may have ordered more if I had been tempted – and fallen for the upsale. Everyone loves a deal.

Transactional email is underestimated as a tool to deliver your message. It doesn’t mean you need to send a full marketing campaign with each password reset, or with a notification that someone has posted on your wall. It is however a great opportunity to tell your users about new features, new products or simply something about your company that makes them know that they are valuable to you.

Transactional emails have an almost perfect open rate. When compared to mass emails a simple notification in a transactional email might put you one step ahead of your competitors who are ending up in the junk folder.

Are you missing an opportunity? We think you might be.

Find out more at Sailthru.com