英文原文
Transactional emails in marketing: the better newsletter? The open rates for transactional emails are higher than those for newsletters. But despite this, transactional emails have played just a secondary role in marketing to date. The advertising potential of automated messages and what’s important when creating them is something you can find out about here. What are transactional emails? Transactional emails and newsletters have one thing in common: they are digital messages which can help marketing enormously. But while newsletters are actively sent by companies to a number of recipients – for instance to announce new products, inventions or company goings-on – transactional emails are reactive. They are directly linked to the action of a customer and sent separately automatically. These include, for instance, registration confirmations, invoices or order and shipment status messages. As the customer expects these confirmations and the open rates are therefore relatively high, it’s a matter of course that transactional emails include additional advertising information regarding the product or service. Survey: transactional emails perform better than newsletters. How well transactional emails truly perform in marketing has been investigated in detail by the Inxmail survey Transactional Emails Benchmark 2020 (German). For this survey, transactional emails were divided into three categories: transactional emails in conjunction with a registration, those with a purchasing incentive and those after an order. The basic results speak a clear language: Transactional emails were opened nearly twice as often (49.7 per cent) as newsletters (27.4 per cent). The click rate with transactional emails is, at 10.3 per cent, three times higher than that with newsletters (3.4 per cent). The click rate in the category “purchasing incentive” (emails with vouchers, shopping basket reminders, and emails stating a product is now in stock) was an amazing 43.9 per cent, and thus about 13 times higher than with a conventional newsletter. Transactional emails versus newsletters. This presumed potential of transactional emails in conjunction with a purchasing incentive is, however, exhausted. As the survey found, they only amount to 3 per cent of all emails sent. Transactional emails as the result of a registration (47.7 per cent) or after an order (49.3 per cent) are, in contrast, much more popular. The survey’s authors came to the conclusion that transactional emails are relevant for all companies that offer online services or operate an online portal. The prerequisite for this is, above all, a reliable and fast sending process as well as an aesthetically pleasing presentation of the email. 5 tips for creating transactional emails for B2B. 1. Have the technical basis. 2. Adhere to legal requirements. 3. Personalise transactional emails. 4. Layout transactional emails. 5. Link to services or add-on products.
中文翻译
交易邮件营销：更好的新闻通讯？交易邮件的打开率高于新闻通讯。但尽管如此，交易邮件迄今为止在营销中仅扮演次要角色。本文将探讨自动化消息的广告潜力以及创建它们时的要点。什么是交易邮件？交易邮件和新闻通讯有一个共同点：它们都是能够极大地帮助营销的数字信息。但新闻通讯是公司主动发送给众多收件人的，例如宣布新产品、发明或公司动态，而交易邮件则是反应性的。它们与客户的某个行为直接关联，并自动单独发送。例如，包括注册确认、发票或订单和发货状态消息。由于客户期待这些确认，因此打开率相对较高，交易邮件中包含有关产品或服务的额外广告信息也就顺理成章了。调查：交易邮件表现优于新闻通讯。Inxmail的《2020年交易邮件基准》调查（德文）详细研究了交易邮件在营销中的实际表现。该调查将交易邮件分为三类：与注册相关的交易邮件、带有购买激励的交易邮件以及订单后的交易邮件。基本结果清晰地表明：交易邮件的打开率（49.7%）几乎是新闻通讯（27.4%）的两倍。交易邮件的点击率（10.3%）是新闻通讯（3.4%）的三倍。“购买激励”类别（包含优惠券、购物车提醒和产品到货通知的邮件）的点击率高达43.9%，约为传统新闻通讯的13倍。交易邮件与新闻通讯的对比。然而，与购买激励相关的交易邮件的这种潜在优势并未被充分利用。调查发现，它们仅占所有发送邮件的3%。相比之下，作为注册结果（47.7%）或订单后（49.3%）的交易邮件则更为普遍。该调查的作者得出结论，交易邮件对于所有提供在线服务或运营在线门户的公司都具有相关性。其先决条件首先是可靠、快速的发送过程以及美观的邮件呈现。为B2B创建交易邮件的5个技巧：1. 具备技术基础。2. 遵守法律要求。3. 个性化交易邮件。4. 设计交易邮件布局。5. 链接到服务或附加产品。
文章概要
本文探讨了交易邮件在市场营销中的巨大潜力。文章首先定义了交易邮件是因客户行为而自动触发的反应性邮件，如订单确认。随后，通过引用一项2020年的调查数据，文章明确指出交易邮件在打开率和点击率上均显著优于传统的新闻通讯，尤其是在包含购买激励时效果更佳。尽管潜力巨大，但其应用尚不普及。最后，文章为B2B企业提供了五个实用技巧，包括夯实技术基础、遵守法规、实现个性化、优化布局和巧妙链接增值服务，旨在帮助企业更好地利用这一高效的沟通渠道。
高德明老师的评价
TA沟通分析评价：这篇文章 wonderfully 揭示了一种高效的沟通模式。交易邮件的成功，源于它是一种完美的“互补性交互”（Complementary Transaction）。客户完成一个行为（成人自我状态），系统立即给予一个预期的、事实性的回应（成人自我状态）。这种清晰、无交叉的沟通满足了客户寻求确认的心理需求，给予了积极的“心理安抚”（Stroke），从而建立了信任并获得了极高的参与度。这展现了在沟通中，满足对方预期是多么重要。
焦点解决心理学评价：这篇文章的视角非常符合焦点解决的理念。它没有停留在新闻通讯效果不佳的问题上，而是发现并放大了“例外”——即交易邮件的卓越表现。通过数据展示“什么正在起作用”，并进一步探索“如何做得更多”（5个技巧），这正是焦点解决的核心实践。这种关注优势和未来可能性的方法，为营销策略的优化指明了一个充满希望和潜力的方向。
佛学专家角色评价：从佛学视角看，交易邮件的有效性体现了“缘起”的智慧。客户的行为是“因”，邮件的发送是“缘”，最终产生高互动率的“果”。这种沟通是“因缘和合”的自然结果，而非无端打扰，因此更容易被接纳。个性化邮件的设计，更是一种“善巧方便”，根据不同个体的“根器”提供相应的信息，这不仅是营销技巧，更蕴含着对个体尊重的慈悲心。这种顺应因缘、恰到好处的互动，是构建良性关系的关键。