Internet Marketing Digital_marketing_for_dummies | Page 267

THE CHEMISTRY OF TRANSACTIONAL EMAILS
Think about the last time you purchased something you loved — a pair of boots you’d wanted for years, a new
snowboard, a great bottle of wine, or dinner at your favorite restaurant. Now consider the way you felt when you made
that purchase. You were excited, right?
As you purchase a product that you’ve been wanting, your brain is flooded with feel-good endorphins. You’re happy
about that product. Perhaps an hour later, you get a shipping confirmation with information about the key features of that
snowboard or an email listing recipes for dishes that go with that wine. You’ve already made a feel-good purchase, and
when the marketer reengages you when you’re still on that high, you move farther along on your customer journey.