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A Short Guide To Successful Transactional Email Marketing

By: JT Ripton

 

Young bearded businessman sits in home office at table and uses laptop, next sits gray cat. On table is smartphone, paper, books , cup of coffee. Working home concept during quarantine

While transactional emails are vital to your overall marketing plan and efforts, marketers often overlook their importance, making them one of the most untapped marketing opportunities available today.

Mastering transactional email marketing lets you take maximum advantage of their high deliverability and open rates. These emails are conduits for quality customer service, helping businesses show their true voice and commitment to service.

This makes it crucial for marketers to make sure that these emails reach the right people at the right time and boost overall engagement.

What Are Transactional Emails?

Transactional emails are one-on-one email messages that contain all the essential information that effectively completes a process or a transaction that your recipients start with you.

For instance, after a customer purchases an item, they receive an email with a receipt that includes information about the price, shipment, and item. These emails are sent to specific individuals instead of a broad list of recipients.

Furthermore, transactional emails are triggered by behavior or activity. It may be the visitor’s browsing behavior, purchase confirmation, etc.

Transactional emails are automated, instantly followed by a specific event or action on your website, considered ‘transactional.’

Here are some of the types of transactional emails.

  • Receipts and bills
  • Subscription confirmation
  • Notification emails (delivery updates, new messages, etc.)
  • Order confirmation
  • Cart abandonment email
  • Onboarding/welcoming email
  • Order confirmation
  • Account notification and password reset alerts

How Can Transactional Emails Help Businesses?

Whether you have an IT company, an e-commerce store, or a small business owner, transactional emails can help acquire and retain customers in the long term.

It might be a good idea to partner with a transactional email service provider to take your email marketing messages to the next level.

Here are some of the benefits of doing that:

Increased Customer Engagement

Transactional emails are customized to each customer’s requirements. This can make your buyers feel heard, valued and can induce them to engage with your brand and ultimately make a purchase. When you send regular reminders to your customers about subscription package renewal or upcoming sales, it will persuade them to take the reminders’ intended action.

Better Brand Recognition

You get new visitors on your site almost all the time. However, not all of your website audience will remember your brand for purchases in the future unless they get frequently related reminders. For instance, an email for order confirmation can excite the customer about their purchase and eliminate any confusion about their order.

Builds Customer Trust

When customers prefer your brand over competitors’ brand, they put in a significant amount of money and trust into your brand. 81% of the customers say they need to build confidence for a brand before purchasing a particular brand. This is consistent among different demographics and markets as customers are typically more concerned about brand safety and authenticity than their product experience.

Transactional emails help you reassure your customers at each step of their buying journey by eradicating their problems/concerns and provides them useful information and guides for various purposes.

Best Practices When Sending Transactional Emails

While the purpose of transactional emails is to gain additional support and trust of customers, they shouldn’t be too aggressive or overt.

Provide Tailored And Clear Details

The transactional email communication method requires sharing the details clearly and in fact. Therefore, it is imperative to include all the relevant and specific information to the particular recipient.

For instance, if you send out shipping confirmation, it should contain all the information explicitly. This includes the product ordered, the quantity, the address to which you shipped the order, and the reference order number.

As it’s the only proof customers have of their purchase, so they expect all the specifications and details on their email on their confirmation page on your site.

Whether it is as small as a shipping confirmation or password reset message, make sure you include every minute detail of your customer’s orders.

Use A Trustworthy Sender Name

The sender’s name is as crucial as your content in a transactional email. When you use a trustworthy name to send out your emails, it assures the recipients that they have received the message from a credible source and the right company/person.

Avoid using abbreviations or acronyms to keep your message clear. Convey your brand’s integrity to the recipient, which is one of the main considerations when they are deciding on whether to open the email or delete it.

Leverage every opportunity to build personal, lasting connections with your customers. Also, add a salutation in your transactional emails, along with their name. It develops a sense of trust and comfort among them.

Wrapping Up

It is quite apparent that transactional emails are an essential part of the customer journey. When implemented strategically, they can significantly lead to higher engagement, conversion, and retention rates.

You can leverage different forms of transactional emails are paramount to effectively communicate with your customers and build lasting connections with them.

Published: April 14, 2021
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