Key Guidelines for Integrating Promotional Content into Transactional Email

Heather Palmer Goff, Director of ISP Relations and Deliverability for Responsys, provides some key guidelines for integrating promotional content into transactional email messages in her latest article, Transactional Messages.

• Two-thirds/one-third rule: More than two-thirds of your email content must be information related to the transaction. The remaining one-third may be for promotional use.
• Do not place any promotional content in the subject line or above the informational content in the message body.
• Ensure the look and feel of the message reflects your other email marketing messages.
• Do not forget to monitor for inbox delivery, and key performance indicators such as open rates, click-through rates, and post-click activity.

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