Tip: Increase conversions by using transactional emails for promotion

Your users actually look at the transactional emails they receive, and that makes them a big opportunity. Use these emails to promote products and offers while you have their attention.

Transactional emails, which include receipts, confirmations, shipping notifications, password resets, and so on, have the highest open rates — we're talking four to eight times higher than other emails. And that makes them a huge opportunity to drive metrics like engagement and revenue. Take the time to make these emails as beautiful (and branded) as your email campaigns. Then use them for some light promotion of offers, products, or whatever else might push the needle for your company. But don't let the actual purpose of the email get lost in the mix. And keep in mind that some transactional emails are too important to dilute. For example, it's not a good idea to distract the recipient from confirming their email on a double opt-in.