The Opportunities and Threats of Transactional E-mails

Posted on December 19, 2007 by Chief Marketer Staff

As a growing number of marketers take advantage of the opportunities presented in transactional e-mails, one expert is sounding a note of caution.

Yes, order confirmations, account statements, and product-and-service updates get clicked on more often than other types of e-mail and as a result present an opportunity to do a little extra selling, said Stephanie Miller, vice president, strategic services for deliverability concern Return Path.

But there are rules governing the use of sales pitches in transactional e-mails and marketers who over-sell in them run the risk of drawing the attention of the FTC. If an e-mail

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