Many companies have a potential marketing tool which is going to waste, in the form of acknowledgement emails. These can be anything from “out of office” messages to enquiry or sales confirmations. It costs nothing to make these a bit more lively and to offer the recipient something, so why not give it a go? You could advertise forthcoming events, latest news, downloadable product information – all sorts of things. If it’s a “must read but boring” message, such as a thank-you for an order, an additional offer can genuinely add value.
The important thing to remember is to ensure you’re not including out-of-date offers. Automated emails can go years without being looked at internally. So your information needs to be timeless, or needs to be checked and updated on a regular schedule.