Cares from the Building Where I live - Transactional Messages
When you signed a lease with a new building where you want to spend anther year, did they ask you for your email address? At that time, you probably think it is just a part of signing process till you start receiving emails from your building manager.
In my building, I think these emails are more sweet than annoying. Besides building news and account updates, they also send me notifications when my packages are delivered or when I am trying to send out a return through our doormen. We have in-house dry clean service, so when my dry clean item is ready, they well shoot me email too. They will notify me about maintenance cases and follow up with the process via emails. Of course, during holidays, they will give me best wishes as well as thoughtful tips just in case I am out of home visiting family members or traveling.
The content of these transactional emails build up a relationship between tenants and the building. They made tenants feel like they have a lovely butler that takes care of their daily life. They are watching the all operations around the building as well as each individual there. They make tenants feel secure and homey living there. Additionally, the person who record the event such as package return or maintenance will be the exact person that you talked with to make the request. People feel like their needs are followed up seamlessly.
With time passing by, tenants link their emotions with the building emails such as "I am so excited" from a new package, "they got my back" feeling from a maintenance request, "share a happy holiday mood" from holiday tips. What coming along is that the tenants build up an image of the building as helpful, reliable and thoughtful. Thinking about these building employees whose job seems to be helping you everyday, you don’t want to leave that building any more. The first year tenant then become a loyal tenant. What a customer retention plan! Just as simple as a transactional email.
