Transactional emails are an integral part of your digital marketing strategy. Transaction emails are a great way to communicate with customers and increase sales. Let’s take a look at transactional emails and give you some examples of how to use them in your business.
What is transactional email?
Email marketing tactics that relate to transactions or sales between your company, a customer, and your customers are called transactional emails. An example of this is to send a confirmation email following an order has been placed and then an email with shipping details.
Some transactional emails remind customers about an order that was placed but never fulfilled. Most transaction emails fall under one of these categories:
- Order confirmations and receipts for recent purchases (the most popular type)
- Exact customer requests such as password resets or verification codes
- Account-related Alerts: Reminders to Pay or warnings that your account might have been compromised
- Event triggers or behavioral behavior, such as welcome emails to new subscribers
It is important to know that transactional emails and marketing emails are different. Transactional emails focus on one transaction or interaction. Marketing emails are sent to increase leads and nurture conversions. An example of a marketing message is a weekly newsletter.
A transactional email is sent to one person. These messages are tailored for particular situations, while marketing emails go to multiple people. Marketing emails may only have minor modifications for different recipients. For example, a greeting card addressing a recipient by their name.
Example of transactional email and how they are used
Let’s take a look at nine examples transactional emails and see how companies use them.
- Cart abandonment
If a customer places an item in their cart, but leaves the website without purchasing it, a brand will send them a cart abandonment message. This email marketing tool is crucial for e-commerce companies.
There are many reasons why a cart may be abandoned. While some people might still be interested in the purchase, others may not like the checkout process or decide shipping is too costly. Your goal with a cart abandonment email is to get customers back to your site and to purchase the items they have added to their cart. This email has a 45 %.
This example illustrates some elements that you could include in transactional emails. You should include a picture and a description of your product. A direct link to the shopping cart is a great idea.
Consider offering a discount or a freebie to increase your chances of getting these emails to sell. It may be a good idea to include a sense of urgency. The email above states, “Grab yours whilst it’s still available.” A countdown that shows the remaining time before a sale or discount is over can also create urgency.
When a customer creates an account with you, you will send them a registration email. The recipient must click on the link in these emails to activate and confirm their account.
Source: Stocksy United
Register emails give your customers peace of mind and protect your company’s security. They help reduce fraud and other legal issues. Account registration emails can reduce chargebacks, at the very minimum, by verifying that the person creating the account is authorized.
- Welcome emails
You will send a welcome email to the customer after they click the link in their registration email. This email, as the name implies, lets customers know they have successfully registered and welcomes them into your customer loyalty program or website.
Source: Gold & Honey
Emails to welcome customers are a great way to give more information about the company and highlight your most popular products. To encourage people to purchase, you could offer a discount or free product with their first order.
- Password resets
A password reset email is another common transactional email. These emails are sent to customers in response to a request. They allow your customers to access their order history and account information.
It is easy to create password reset emails. Just make sure you include the phrase “password recovery” in the subject line when you create the email.
The email should contain instructions or a link for the recipient to reset their password. This link should expire for security reasons. Customers should be informed how long it takes to reset their password.
An email should include instructions for the customer to follow if they don’t have a request for a password reset, or if their account is being breached.
Confirmation emails are among the most important emails that businesses send. Customers expect confirmation emails immediately after they make a purchase. Customers may begin to reconsider their purchase if they don’t receive the confirmation email.
To give you an idea of how important order confirmation emails can be, take into account that 70% of their open rates is high and the average customer only spends 14 seconds reading confirmation emails. A confirmation email is used to assure your customers that they have received their order and that the product will be sent soon.
The above example shows that order confirmation emails should contain all relevant information. A quick order summary, tracking information (if possible) and customer support options should all be included in your confirmation email.
- Shipping notification
The next transactional email that a customer will receive after an order confirmation is a shipping email. This email informs them that your order has been shipped. You are showing your customer that you have received their shipping notification. Customers can plan when the item will be available by giving them an estimate of the delivery date.
Customers should be able to reach you via email with any questions. The email should include a reference number and a product name.
- Delivery notification
It’s a great opportunity to add warmth by sending an email when your customer gets their product.
This email serves several important purposes. It lets you confirm that the customer has received the product. If someone takes their package, they will see that it was delivered to them and can contact you. This allows you to immediately correct the problem.
The customer can also confirm that the product arrived in the expected condition. Customers can be reassured by providing contact information and customer service details. Customers will be more satisfied if they are able to resolve any issues quickly. Customers will be able to contact you even if they don’t have an issue.
You can also follow up on your customers’ satisfaction with the delivery notification email. Encourage them to review the product, post images on social media or refer others.
- Reminder emails
Reminder emails may be necessary depending on what data you have about customers. You could also send reminder emails to customers if their funds run low to let them know that it is time to replenish.
Source: Dunkin’ Donuts
You can use reminder emails to remind you if you don’t have such a system. If you have a loyalty program that resets points and rewards after a set amount of time, it is possible to send reminder emails when they are due to reset. It could be used as a reminder to customers to use their rewards.
All transactional emails do not have to be about transactions that have already occurred. This is evident in inquiry follow-ups. An inquiry follow up is an email that you send to customers in response to their questions about your products, shipping policies, or any other matter.
This email is a chance for potential customers to be converted. Before they will make a purchase, they need to know certain details.
The bottom line
Transactional emails can be a great way to convert customers if your e-commerce business isn’t taking advantage of them. Transactional emails are a great way to increase customer satisfaction, loyalty, and retention. Take the examples of transactional email below as an inspiration and customize them to suit your brand and target audience.