According to Silverpop's new "How Top Retailers Use Transactional Emails" report, many online companies are failing to exploit the full potential of transactional e-mail marketing - and thereby leaving money on the table.

"Savvy marketers recognize the power of transactional e-mails to enhance customer relationships, solidify branding and cross-sell and up-sell additional products," said Elaine O'Gorman of Silverpop, "because transactional e-mails reach customers at a time when they are most likely thinking about the company in a positive light."

When it comes to using transactional e-mail - and responding quickly - online retailers do well, with almost 40% responding within a minute.

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