Transactional e-mail seen as powerful marketing tool

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New York—A new study by JupiterResearch finds that transactional e-mail—notifications of completed online orders or service-related messages, for example—can drive new revenue by including product offers or advertisements.

Among e-mail marketers surveyed for the JupiterResearch E-mail Marketing Forecast, 60% reported they increased sales by including offers or ads in their transactional e-mail. In addition, about half the respondents said that receiving such marketing messages increased brand recognition and satisfaction with the company.

However, the study noted that only 47% of e-mail marketers said they control transactional e-mail. Jupiter concluded that this can stymie marketing innovation.

A total of 200 e-mail marketers completed the online survey. It was sponsored by marketing and transactional e-mail services company StrongMail, of Redwood City, Calif.

—Christopher Hosford

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