For instance, if you’re a retailer, your transactional email series might look like this: 1 The receipt email would include product names and images for easy reference. It would include product and accessory recommendations powered by predictive intelligence, using data on the customer’s past purchases and the collective buying patterns of all of your customers. It would also include seasonal promotions and information, such as alerts about the upcoming Black Friday sale, links to gift guides, and notification of holiday shipping deadlines. 2 The receipt email would be followed by one or 3 After the customer has had a while to enjoy their more post-purchase emails that provide installation purchase, you would send a product review request. instructions or assistance, care instructions, That email would also give the customer the warranty or product registration details, or other opportunity to share their purchase satisfaction with appropriate messaging. their social networks. 5 BLUEPRINTS FOR BUILDING SMARTER EMAILS | 11