<p>Transactional messages used to be simply an amenity in business-to-consumer communication. Customers appreciated getting a confirmation email for their online purchases; text reminders let cell phone subscribers stay on top of usage and billing; and notifications alerted someone when a friend posted a message on their Facebook wall. Now, with the explosion of smartphone and tablet computing, more transactions are happening online, and customers have come to expect relevant and timely messaging in all aspects of their daily dealings.Why transactional messaging works</p><p>Many of the techniques and practices that marketers have traditionally relied on to drive customer engagement have become less effective in recent years. Bulk email marketing, life-cycle messaging, and loyalty programs used as standalone strategies no longer cut it in today's technology-driven world. Transactional messages, on the other hand, take conversations from bulky to believable. An "everyone" email, text, or alert is much easier to ignore than a tailored response to a conversation a customer has already started.</p><p>Below are six reasons transactional messaging increases customer engagement:</p><p>It's expected. Transactional messages have higher open rates than bulk emails because customers already expect to hear from you. The messages are insightful and satisfying. They are an effective way to thank customers for an order, ask them for feedback, and point them toward additional products and information that meet their needsbefore they ask.</p><p><a href="http://www.destinationcrm.com/Articles/Web-Exclusives/Viewpoints/Connect-with-Your-Customers-via-Transactional-Messaging-92049.aspx">Keep reading...</a></p>