Transactional emails, unlike mass marketing emails, are one-to-one conversations, which make them an effective engagement tool. They are often triggered by a request or action from the contact and linked to subscriber account updates or transactions. Order confirmations, password reminders, product notifications, and account balance updates are just a few examples. We asked people from digital marketing agency Chicago to explain how we can use transactional email to benefit our business.
But first, let’s go through each type of email and see how to get the best out of them:
- Marketing emails are usually sent to your subscribers, and if they’ve asked you to keep them updated on news and promotions. Typical examples are promotional and informational emails, surveys, announcements, etc.
- Transactional emails are usually automatic, and they are sent after a person has completed an action that shows interest in your business. For example, if they’ve subscribed to you, they’ll get a welcome message. Another example is order tracking, and as you can probably tell, these have higher open rates because the consumer is already expecting to hear from you.
- Operational emails contain information on any important changes in your business, availability, holiday closure, and so on. They might not seem that important to you because they don’t impact your sales, but they are a great way to earn people’s trust and keep them updated on whatever it is you’re doing.
As you can see, all of these types are important and should be included when you’re looking for more conversions via email. But here, we will concentrate on Transactional emails.
How to use transactional emails to improve your marketing strategy:
“Some people don’t recognize the opportunities in transactional emails, but marketers are becoming savvy about making sure all the ‘real estate’ that touches the customer is optimized,” says Chris Beauregard, Director of Product Management at Mailchimp. You just need to understand how to use this type of email properly.
Transactional emails are a sort of automated email; however, unlike many others, they are only relevant to the intended individual recipient and not a group of people. They also depend on the sender’s relationship with the recipient.
These emails are frequently referred to as “triggered emails” because they are triggered by behavior or a need, and transactional emails are expected in a variety of scenarios. We will mention three ways you can use them.
- As a confirmations emails
People expect to get feedback when they order something online or when they sign up for something. With confirmation emails, your customers can make sure that they did everything right and that the action they took will give them what they’re expecting.
- As a notifications emails
Any update or other account activity should be reported to your customers.
- As a reminder
Reminders are always appreciated, whether for shipping alerts, an abandoned cart, future events, or new comments on posts someone is following.
Also, don’t forget that there are some legal restrictions on the amount of marketing content you can insert in your transactional email. You should pay attention to legal matters generally. For example, in the USA, the majority of the transactional content in the emails must be at the beginning of the message. It’s critical for you to have this information in mind.