Today is Get To Know Your Customer Day for Q3. While it may not be the oldest, most legitimate holiday of all time - it can be a valuable opportunity for your business' eCommerce marketing. For two reasons:

Congratulations, you made a sale! Your customer received an order confirmation, which they loved. Guess what? You've only just begun. Your customer wants to be informed, and up to date, so you should be ready to send a few more emails. Hopefully, you've included something in your order confirmation email that lets your customer know how many and what kind of emails to expect from your business. In this post, we'll dive into the different types, and the importance, of post transaction emails.

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It's become an industry standard to send segmented promotional email messages for better returns on marketing efforts. There are dozens of tools that allow businesses to send custom marketing messages to a targeted audience, increasing the likelihood of recipients engaging and converting from the email.

Congrats! You just made a sale; now your customer is about to receive an email to confirm their purchase. It's highly likely they open this email, I mean, at least a 60% chance that they'll open the email one or more times. So, why not use this opportunity to learn more about your customer to better market to them in the future?

The excitement of buying something is rarely accompanied by a thrilling confirmation document. I mean, really, when was the last time you were pumped to be handed a receipt or to open an email with a 12-digit confirmation number? Answer: never.

Any smart businessperson knows marketing isn't measured in impressions, clicks, or opens but in revenue returned. At the end of the day, what resources did we use and how much revenue was driven as a result? In the world of marketing through bulk and transactional emails, revenue per email (RPE) is widely used to measure campaign success. It's a simple formula that shows how effective email messages are at converting and driving revenue.

The Value Of Order Confirmation Emails With the retail industry averaging open rates of 12.74% and click-through-rates (CTR) of 7.10%, marketers can't afford to undervalue any opportunity to gain their customer's attention. We've talked about transactional emails as a missed marketing opportunity, but here we'll focus on order confirmation emails and why their high open and engagement rates make them so valuable.

Measuring Confirmation Email KPIs & Setting Benchmarks Like anything else, performance data and KPIs are contextual. The chart above uses data that represents a wide collection of e-commerce stores but these numbers vary by industry. For example, most order confirmation email open rates fall anywhere from 60% to 70% depending on the industry. So how can you gauge your business' performance? For non-transactional emails, use resources like Constant Contact's Knowledge Base for an estimate to your industry's average email performance.