E-Mail Empfangsbestätigungen und Transaktions-E-Mails: Marketingnachrichten im Businessgewand

One of today’s emerging retail email trends is emailing receipts to customers instead of printing them out from the cash register. Some say receipt-via-email is the future for stores of all sizes.

The travel industry has emailed receipts to time-pressed travelers for years, while Apple Stores pioneered the practice at the retail level using iPhones. Now more mainstream brick-and-mortar stores have added it or are testing it.

A recent USA Today story outlines the pros and cons of emailing receipts, which essentially boil down to convenience (no more paper receipts to lose) versus privacy (a sneaky way to add addresses to a database).

My own experience with emailed receipts has been a mixed bag. When they show up on time, are accurate and stand out in my inbox, they’re great. But sometimes they don’t show up. And if they do arrive, they often do nothing to enhance the brand relationship.