Transactional Emails That Every Email Marketer Should Know
The Components of a Transactional Email
A transactional email (Email Marketing India), otherwise known as an operational email, is essentially a personalized email that’s system-triggered by a subscriber’s unique behavior during an online transaction (registration, form-fill, purchase, etc). Here are a few best practices to consider as you’re developing your Transactional Email Marketing Campaign:
- Send it from a recognized ‘From’ address. No one likes seeing emails from firstname.lastname@example.org.
- Use a subject line that clearly summarizes the purpose of the email. Avoid adding promotional language in the subject line or your email could be flagged as spam.
- Write copy that acknowledges and thanks to the subscriber for their activity and conveys excellent customer service. While the CAN-SPAM act allows a transactional email to be used for promotions, the message of the email should primarily be transactional in nature.
- Include a recognizable and clickable brand logo and incorporate your brand colors to boost brand recognition.
- Use links that serve a specific purpose.
- Be friendly, informative, and timely.
If you aspire to join the 40% marketers who are sending transactional emails and seeing serious results. Then sending friendly, timely, and informative emails is a must. Here are six types of transactional emails you can send your subscribers based on their behavior:
Email Address Confirmation/Registration Emails
If a buyer subscribes to your newsletter, fills out a form, or registers for an event or webinar on your website, send them an email (Email marketing India) to confirm their action. This enhances the customer experience and sets the tone for building a trusting relationship. You can also use these emails as a double opt-in for subscribers to confirm their email address. Some businesses do this to confirm that subscribers enter a valid email address, which is a great way to keep your database clean.
Email address confirmation and registration emails ( Email Marketing India ) are also a great way to provide your subscribers with additional information they may need like your contact email, phone number, or social media profiles, and it opens the door for them to connect with you in different ways.
If your website has a portal for visitors to log into, make sure that when your subscribers request a password change, they receive timely, personalized, and clear instructions regarding the password reset procedure. Moreover, with the prevalence of phishing activities, adding a link or email where they can report unauthorized password requests strengthens your credibility. This email from Treehouse has clear instructions on how to perform a password reset, an alternate link, and a contact email for any issues that come up.
Order Confirmation Emails and Purchase Receipts
After subscribers make a purchase or register for a conference, follow up with an email (Email Marketing India) that confirms their order and includes their shipping information and tracking links when applicable. Buyers are often eager to view their order confirmation because it provides reassurance that their purchase was processed and gives them information on when they’ll receive their order.
Take advantage of your subscriber’s high level of engagement by showcasing customer testimonials or cross-selling relevant products, services, or events. In fact, Experian reports that transactional emails that include cross-selling items have 20% higher transaction rates than those without. Asking for referrals within the email (Email Marketing India). You can also use order confirmation emails to ask your subscribers for referrals. For example, Skillshare includes a referral code at the bottom of their receipts to encourage their subscribers to refer.
Feedback Emails (Email Marketing India)
There is always room for improvement. And one of the best ways to improve the customer experience is to understand how your buyers feel. Ask your subscribers for feedback directly based on the proper context. For e.g., after they book a trip from your website or 3-months into their software subscription. Since their feedback can be extensive, you may want to provide a CTA to a landing page to collect it.
Reactivation emails sent to subscribers who have previously interacted with the brand but haven’t continued to engage. This could include consumers who abandon their shopping cart before making a purchase. Email subscribers (Email marketing India) who haven’t been opening your emails, or existing customers whose subscriptions are expiring soon. Target your offers based on each subscriber’s behavior and lifecycle stage.
Reactivation emails are a great way to keep your brand top-of-mind. You can take a humorous approach like send a clear-cut email that gets to the point like Apple Music.
Website/App Extension Emails
Increase engagement by bridging the divide between your different channels. By providing in-email functionality (Email Marketing India) that connects to your website or app, subscribers have the freedom to interact with you on their preferred device. For example, LinkedIn sends a CTA email when you receive a new LinkedIn invitation that is personalized and prompts the user to confirm the invitation.