SendLabs

I wanted to rent a movie a few weeks ago and decided to try the fast-growing Redbox service instead of the traditional Blockbuster/On Demand approach. If you're not familiar with Redbox, it's the movie rental kiosk you can find in most major grocery stores. For just .99, you can rent a DVD as long as you return it within 24 hours. If you don't, it's another. 99 and so on.

I was really impressed with the setup, which required just a credit card and an email address. I rented three movies and by the time I got home, I already had a transactional email in my inbox:

Transactional emails are often overlooked in terms of marketing power. What's the difference between a transactional email and promotional emails? When you're talking transactional, think no frills confirmations of actions (updating personal information, etc.) that simply serves as proof that you took an action. Because of their simplistic nature, people don't frame them in templates or put marketing messages because the idea is to keep it simple: a quick in-and-out for the end user.

I think what stood out here was the amount of detail - all pertinent - and how quickly it got to my inbox. No delays, no wait. When I returned my movies the next day, I got a receipt within minutes. Something I'm going to keep? No, but the speed and efficiency of the process stands out and legitimized the service within minutes. Are you using transactional emails and if so, are they as quick and as good as they can be?

Redbox also does promotional/relationship emails as well (see below), also a good mix of quick-hit messaging and pertinent info as well including a code for a free movie. Now that's a way to say thanks.