A Transactional email, is defined as an email sent in response to an action such as “Thank You For Your Purchase” when a purchase has been made. A Transactional email, normally sent automatically (e.g. triggered email based on the action taken by the customer) contains information relevant for only that customer. Sending a Welcome Letter when someone joins your marketing list or an order confirmation with items and shipping details are two examples of transactional emails.
According to several studies transactional emails (triggered emails) have a higher open rate than marketing emails. This makes sense, as transaction emails are not intrusive, but rather valuable not only to the recipient but also to the email marketer. The recipient receives a personalized email with information just for them, while the marketer takes a step toward building a trustworthy relationship with that recipient.
When using Transaction Emails:
- Be consistent. Use the same From Address that you normally use with other customer email communication (e.g. Email Campaigns) so the transactional email can be recognized promptly by the recipient when it hits their inbox.
- Use a subject line that is pertinent to the situation. “We want to thank you” might work, but an email with direct reference to their transaction is much better. The subject line: “Thank you for your recent Leather Coat purchase” should be recognized as a legitimate email more readily.
- Keep the majority of the email message on point. You’re sending a transactional message in response to an action: they purchased a coat from you. Add the product details, shipping confirmation and other information as needed. However, do not overlook the opportunity to sell a pair of leather boots to go with that leather coat – along with an online coupon.
- Do not confuse Transactional emails with email Marketing. Keep the focal point of your transactional email, on the subject at hand; be somewhat subtle when including other sale offers.
- Keep that professional image. With HTML you can easily incorporate your website colors, logo, and clickable contact information in your message.
- Invite the recipient to opt-in to your promotion emails or newsletter; offer an incentive and include a link to register.
- Timing is everything. With automation, the confirmation details and upselling with selected items should be put together and emailed directly to the consumer within a very short time.
Should you use transactional emails? Whenever possible because:
Email confirmations builds trust (Return policies, shipping dates and discounts can be addressed in a thank you for your purchase message).
- They increase customer engagement when you contact them, personally.
- They increase your social media exposure. Happy customers tell their friends.
- And they Increase your sales, as you can upselling and cross selling.
The one on one approach of transactional emails can make a customer feel special and it is a great way to invite them to interact with your company: Like us on Facebook to a “How Did We Do” survey.
It’s a great way to motivate your customer to buy more. A confirmation with a color photo of their purchase alongside similar or complementary product may remind them or show them what looks great with that leather coat. They may even go back to your website to shop for the matching leather purse.
And transactional email help sell your brand as your logo and tagline is viewed over and over again on your confirmation notice, guarantee policy, shipping information and future offered discounts.