This question has been on my mind this past week as I worked with one of our banking clients on a new project. What entered my mind was not what they were doing, but what others deem the difference to be.

Now my understanding, and I would love your thoughts, is that a transactional email is one that:

1. Confirms an order or action that you need a confirmation email

2. An alert in a change in status or account

3. A change in relationship, privacy policy or access

Now there is a fine line in transactional emails where you can (using best practices) allocate 20% of the message to allow a marketing message. Apple does this well with iTunes transactional email receipts. They do not lead with it, nor does it interfere with the transactional email message. Subject lines are clear, copy is clear and the message can be easily scanned to know what is occurring.

But then this weekend I got this email from Technorati. I had to pause to understand if this was a transactional email OR a marketing email. My first thought was that it was alerting me to changes at Technorati in regard to features and my account. But as I read through it more, it seemed to be a straight marketing message.

So then why would they not add CAN SPAM compliance to this message? No unsubscribe, no address footer, nothing. I was a a total failure. The subject line was deceiving to me in that it made me think that it was a service message about Publishing Content on Technorati. Take a look and tell me your thoughts.

It was not unsolicited as I have an account and opted in, but the lack of Can Spam compliance leaves me wondering who was asleep at the wheel over there.

Messages like this make me question what is transactional and what is just plain old email marketing. You should consider this as you prepare messages for your users/subscribers.

Should all emails have a way to unsubscribe? Is it a best practice only in regard to transactional messages? Or is it just a good thing to do to always allow people to have a preference to the emails they get?

Back on the path of banking, I had to think it through this week about the transactional emails that they send about account notices, bank cards, or the alert of a possible account compromise. You would think that you would always want to get notices like these, but what if you don’t? Spam is in the end in the eyes of the receiver.

Quizno’s campaigns have always had some great ideas in them. This one was well executed and easy.

What was interesting is how they tied online to offline when you completed the opt in. What I loved about it was that they listened to you as you completed it and then gave you a dynamic coupon that had a time expiration of that week in it as well as a location to go to that was near to you (if you wanted to use it there immediately). Using the online channel to drive the offline, focused conversation at a specific location works well to support the franchise owner participating in these marketing programs.

The only one that was let down here was me in the end as I did not have time to break free for lunch last week and ended up having it expire. My bad. But I did see 10-15 people from the office run right out and use them. Not a bad conversion rate IRL.

Here is the microsite: http://millionsubs.com/Reg.php

But on the other hand I was sent a link to many people having an issue with it. So what worked for me does not always work for everyone.

I wanted to share with you my article or questions I answered for Marketing Profs last month which they only published a few of my answers. Since it was truncated I thought you might want to see my full answers to their questions.

A) What makes a good subject line?

Are length, brevity and personalization the keys to good subject lines? I have found that it’s not this magic combination, but the constant testing and versioning of your subject lines. Good subject lines are not simply conjured by a copywriter and often can’t be repurposed time and time again. Good subject lines are ones that are in constant state of flux and improvement.

The Elements of a good subject line are:

1. Clear

2. Actionable

3. Relevant

4. Short

If you can follow these above four items you are on the right path.

B) Tactics for improving email open rates with subject lines:

1. Timing - look at what times your subscriber base not only opens once but when they come back again. These subsequent opens will help you to chart your course.

2. When do they buy/convert or hit a goal page? By tracking web behavior and combining those metrics with email behavior, specifically opens and clicks, you will start to identify patterns which will help determine hot spots to drive the open.

3. Subject line testing. Are you testing dynamic subject lines driven by profile data or by past behavioral data? The secret is not always in using the name but using what’s important to them. What relevant brands or benefits tied to your campaign? Not shoes, but Nike. Not batteries included, but ready to use. Using specific and relevant brands you might sell, and a benefit-focused offer will give relevance and credibility, setting you apart in the inbox.

C) What you believe should be avoided in subject lines for best results.

1. Avoid being “salesy.” Always pushing your sales agenda will reduce the open rate and conversion rate.

2. Avoid ALL CAPS in subject lines. They feel like you are shouting for attention and not being respectful of your subscribers’ time.

3. Don’t be overly creative with your subject lines. Now this might sound odd, but if it is not simple, understood and gives a clear action or value then it will be passed over.

Tip:

Look at the check out line newsstand on your next visit to the grocery store. Notice all of the tabloids that are meant to be quickly scanned, understood and drive you to want to open and buy them to read more. They work.

Step 1: Keep it simple and informative

Step 2: Write to audience, not at the audience

Step 3: Keep the customer lifecycle in mind – think long term

Step 3: Personalize messages based on profile or behavioral data

Step 4: Inject a sense of action - Use a verb

Step 5. Never stop testing