Email Marketing is a mainstay for marketers. However, transactional email is a form of email marketing that brings together marketing, operations, logistics, and finance teams to communicate critical information with customers.
Essentially, transactional emails initiate, confirm, facilitate, and close transactions related to a brand’s product or service delivery. It’s a unique channel and very different from classic email marketing.
These emails aren’t just sent to subscribers just because a customer doesn’t need to subscribe to them. For the same reason, customers cannot unsubscribe from these emails.
One of the most distinctive features of transactional email is that the recipient is usually waiting to receive it. Whether it’s an order confirmation, invoice, or shipping update, customers expect these emails to be displayed and welcomed in their inbox. That’s why they have one Open rate of up to 85%.
When marketing emails are sent when someone signs up for your list, transactional emails are triggered when a customer interacts with your product or service. They are essential elements of yours Travel of the buyer and often contain important and confidential information.
Let’s look at what transactional emails are, how to create them, and some examples of brands that get them right.
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Transactional emails are an important part of your customer relationship. Here are some best practices to ensure that the transactional emails you send are successful.
- Cell phone, mobile phone. Optimize the layouts to be mobile friendly, especially emails with numbers and important information.
- Security. Sensitive personal data such as names, addresses and payment details are part of transactional emails, so additional levels of security are crucial and non-negotiable.
- Accessibility. Always have a plain text option so your transactional emails can be easily viewed, printed and accessed.
- Email-address. Don’t use the same email address for your mass marketing emails and transactional emails. Add an option to reply and have replies forwarded to your Customer service.
- Prioritize. Although transactional emails can be branded, keep in mind that their primary purpose is information. Keep the main message upfront and easy to read.
Examples of transactional emails
1. Order confirmation
One of the most obvious types of transactional emails is important order confirmation and invoice. This lists the items ordered, amounts, and tax information.
This is the first email a customer expects when ordering a product or service, so it needs to arrive on time and be clear and concise. Delivery time could mean the difference between a happy and angry customer.
That should also be a high personalized type of email, from the name of the recipient to the items ordered.
An important part of an order confirmation is an update to the next step. Can the customer track the shipment immediately? Will you send an email when the order is shipped? Try to answer general questions in the email.
It’s also important to include links to your customer service, return and exchange policy, and address in the email.
While this isn’t a rule, it’s a good idea to design this email to look like part of your brand. Check out this email from Casper, which is a bit playful but doesn’t stray far from the main message.
2. Shipping update
Letting your customers know that their item has been shipped is another type of transactional message that is an important part of the buying process. It tells your customer when they can expect their delivery.
A dispatched order is also a reassurance for customers. Open communication channels during and after product delivery show that you are committed to good customer service.
This happy shipping update email from Fitbit is spot on (pun intended!). It has a touch of personality and creates an atmosphere of anticipation around the arrival of the product.
3. Reset password
As consumers, we often had to reset our passwords (there are just too many to remember). The focus in these emails is on security and peace of mind while at the same time making navigation easier.
When it comes to Email length, these emails are best kept short – don’t be fooled into adding marketing fluff here. This is all business and not nonsense. Don’t forget to include time limits or validity periods for the reset button, and make sure the call-to-action is clear and upfront. Most people are just looking for the reset button and not reading the rest of the email.
This is Jet’s simple, friendly, and confident password reset email followed by a cheeky confirmation email that we love:
Transactional emails are necessary, but that doesn’t mean they have to be boring, out of date, or blank. Not only do they convey important information, but, if done correctly, they create trust and strengthen your customer relationships. Although the messages have to be transactional, that doesn’t mean they have to be devoid of personality. Like the examples in this article, being serious doesn’t mean you can’t have a bit of fun.