In our article Email marketing in the mobile omnichannel marketing mix, you can read what constitutes a mobile omnichannel marketing mix and why email has a firm place here. In this article, we will now present an effective use case for mobile channels in digital dialogue marketing: It’s about transactional messages. We give you tips on which mobile channel is best for which type of transactional messages.
Transactional messages are messages that are sent in the context of a transaction and contain service information about that transaction. Typical transactional messages are order confirmations, shipping confirmations, digital invoices or contract renewals.
Transactional messages with extensive content should always be sent as emails, as the display options are limited in mobile channels. This applies in particular to transactional messages that are enriched with marketing content (e.g. cross sells and upsells). If the transaction has taken place in your app, you can refer your customers to the extensive transaction information in the app via
push notification.
SMS and mobile messengers are suitable for brief information such as shipping confirmations. Use these channels especially for urgent transaction messages such as last minute delivery announcements that require quick attention: “Your package is only five stops away” or “Your pizza is ready. We’re on our way.”
Whitepaper: Mobile omnichannel in digital dialogue marketing
This is a use case from our Whitepaper: Mobile omnichannel in digital dialogue marketing. With the help of 9 further exciting use cases, we will show you how you can expand and optimise your digital dialogue marketing with mobile channels.
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