Email marketing can be a double-edged sword. While it allows marketers to finely target customers with uniquely relevant offers and measure the results instantaneously, the growing use of spam filters and crowded inboxes is making it increasingly difficult to reach even your most valued customers. However, there is a largely untapped communications channel that enables marketers to reach out to customers with new and relevant offers precisely when a company and its products are top-of-mind. This channel is already likely your most highly-read and acted-upon messaging vehicle. But if you’re like most, you aren’t taking advantage of it.

So what is this untapped channel that already has a tremendous share of your customers’ attention? It’s the great, forgotten channel that’s likely buried with your IT department or hangs off the end of some ancillary system, forlorn and forgotten. It’s transactional email. And the fact is, your transactional emails can deliver promotional messages to the right person at the right time with tremendous results. 

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