Again with the theme that great email marketing doesn't need to be hard, let's talk about confirmation emails.
I place an order. Some system confirms my order and triggers an email.
The problem is that these emails are normally complete wastes of opportunity. Typical of this genre is a simple text email with a link for tracking my order.
What's normally missed is the opportunity to seal the relationship, to invite feedback or questions...and don't forget the opportunity to upsell.
Transactional emails are going to be read! Don't miss the opportuntiy.
I just ordered some new Tele Skiis from backcountry.com (not a customer of ExactTarget, but I sure wish they were) This is one of the best transactional emails I've ever recieved. They even invite me to chat right from the email and offer some potential cross sell opportunity. Seeing that I bought skiis, I'm not sure why they are offering me a link to Rossingnal, but I'll assume the have tested this...or perhaps Rossi paid for that spot.