Everything You Need To Know About Transactional Emails
Transactional emails: In the domain of marketing, email marketing is a tricky trade, but what needs to be considered is that it can really payoffs and the same can be huge for the business organization.
When considering about the same, some emails are seen as more important to the user receiving the message. These “must see” emails usually contain information that the user is actively interested in viewing.
This is the opening for the business organization to connect with the user and also sending them to their site.
These emails are transactional, and they’re also a great place to dive into an effective email marketing campaign.
What are Transactional Emails?
Transactional emails are based on the user’s buying history or actions that the user regards as a “must-open” email. These emails are typically automated and often boring, but straight to the point.
Transactional emails offer a unique opportunity to engage with their users and since they have a higher chance of being opened, the content of such a mail by the business organization has a high chance of being seen.
By making their transaction emails a vital part of their email marketing campaign, such organizations are making the most of every point of contact with consumers.
What needs to be kept in mind is that making an efficient transaction email is a balance of content, information, and entertainment.
The organization wants to give the user the information they are looking for while enticing them with additional content including unique landing page links that increase the traffic to their page without the user feeling like they’re being bombarded with a sales pitch.
Now, here are some transactional emails that will get users clicking, and how to use them to one’s advantage:
Transactional Emails: Cart Abandonment
Every consumer has been there, browsing an online store, filling up their shopping cart, and then failing to check out.
This could happen for any number of reasons, slow connection, frustration with the checkout process, or they simply forgot. Regardless, this is no time to give up on the sale.
Monabello has a fantastic cart abandonment email. They start with a title that makes it obvious what the email is about.
The body of the email includes a link to easily complete the user’s order while listing the items that are waiting for them. Each item has a hyperlink that directs them to that specific product.
An important thing to keep in mind with these emails is not solely to rely on pictures. Pictures are great for visual appeal, but if the image doesn’t load, you run the risk of the user being confused and quickly losing interest.
Monabello includes the images but goes into a full description of the product directly beneath the image, so there is no confusion on the user’s part. As an added bonus, they create a sense of urgency simply by saying “Grab yours while it’s still in stock!”
Transactional Emails: Order Confirmation
These emails are necessary for the user because they include their receipt and order information. Chances are, the consumer will open the email to double check that the order is correct and that their payment went through. But this email is also a great opportunity to engage the reader further.
Walmart does an excellent job at this. They immediately show the user that their order is confirmed with a bright announcement at the top of the page, but then they move on to their next selling opportunity.
The user can confirm their purchase, and other products they might need. Using similar campaign tactics, suggesting items the consumer would also be interested in, is an excellent way to upsell the user without them feeling bullied or pressured.
Transactional Emails: Shipping Confirmation
Shipping Confirmation emails are always exciting to receive. The consumer clicks on this email to see where their package is and when it will arrive, which means not only are they clicking, but they’re eager to click.
Express makes great use of their shipping confirmation. First, they show the reader what they want to see.
They don’t just dive into your sales pitch. Making it hard for them to see and track their package will quickly turn their excitement into frustration, and that’s exactly what you want to avoid.
So Express puts their tracking information right at the top of the message. Then, they start to work their sales magic.
Rather than suggesting specific items, Express leads the user to their sales pages, directing the user to discounted products they’d be eager to buy.
Transactional Emails: Customer Feedback
Customers trust people more than they trust businesses, so it’s your job to collect as many positive reviews as possible, and email is a great way to do this.
Warby Parker is an example. Their setup is simple. They thank the user for their purchase and then ask for feedback. Notice how they make the user know how valued they are by immediately thanking them and telling the user specifically, “We love our customers dearly.”
This language goes a long way in motivating the reader to complete the survey. And if their gratitude isn’t enough to convince the user to proceed, they’ve also included the chance to win a $100 Amazon gift card.
Transactional Emails: Password Reset
It’s happened to the best of us. Excited to buy a chic new top, you log in to your favorite website, shop, etc. But, after trying every birthday, pet’s name and street name you can think of, it’s clear you’ve forgotten your password.
Luckily you may reset that password. For business owners, this is an often missed opportunity to engage with your user more.
This email doesn’t have to be intricate or full of sale opportunities. It can be simple and offer just one other thing for the user to do. Airbnb uses the password reset as an opportunity to grow their social media following.
The password reset is the focus of the email, and the user doesn’t have to search for the link, but right below it, they include social follow buttons.
The user is happy with the ease of the process, and they can easily click on their social buttons to keep up with the brand. Short, simple, and straight to the point, with just a little extra benefit for the business.
The takeaway here is how well simplicity works for the business and the consumer. Particularly for password resets, a user wants a quick solution to their problem. They’re already trying to access your site, so don’t push more site redirects.
Instead, choose another benefit, like linking to social media. It’s not an annoyance to the user, but the simple social sharing buttons can help you extend your marketing reach.
Transactional Emails: Notification Emails
After welcome messages, notifications are the second most opened emails, so the organizations need to make sure that they are making the most of the opportunity.
These emails can be sent for some reasons which include receiving a message on a platform or someone has commented on their social media post or any other types of interactions they might need to be alerted of. The emails serve to inform the user that they should check back in with their platform.
Facebook is notorious for their notification emails, and it makes sense. They only make money when anyone is on their platform, so they use everything in their wheelhouse to redirect their attention to Facebook.
That includes letting them know when other people are commenting and interacting with a post they liked.
By playing off the user’s need to be included in the conversation, Facebook focuses on the user and gets them back on their site.
They can use similar techniques, showing the user when others are actively looking at posts they previously engaged with, to send them back to their page.
You can create optimized transactional emails using the tips we discussed, but if you are stuck we suggest you seek professional help from Lander because they are the best in digital marketing strategy.