While marketers spend hours perfecting their marketing emails, there is one thing they often overlook: transactional emails.
Transactional emails are usually considered boring and just a means to share required information. But what if you are missing out on massive untapped potential?
On average, the open rate for transactional emails is over 80%. That means a much higher probability of people reading your message and getting acquainted with your brand.
Once you gain the audience’s attention, the rest becomes much more manageable.
In this article, we will explore what transactional emails are and how they can strengthen your customer engagement strategy.
Transactional emails are automated messages sent to unique subscribers based on their recent account activity. These are not scheduled beforehand but are triggered by user interaction with your website or application.
For example, a user might add items to their cart but not complete the purchase. In this case, a cart abandonment email would be sent to recapture their attention.
Though both transactional and marketing emails are effective communication tools, there are some key differences.
Unlike marketing emails, transactional messages are not primarily designed to promote services or upsell products. Their purpose is to share urgent, action-based information that is relevant to a specific user.
While marketing emails require explicit permission from subscribers, transactional emails do not. They can even be sent from “no-reply” addresses.
Suppose a customer makes a payment on your website and then hears nothing. No confirmation email. No shipping details. Radio silence.
Would that customer return for another purchase? Most likely, no.
This is what happens when you fail to engage customers at the right time. Transactional emails build confidence in your business, provide timely updates, and open a communication channel for inquiries or concerns.
Out of sight is out of mind.
Brand visibility is crucial in today’s competitive market. When customers receive timely updates, they repeatedly see your logo, name, and message. This reinforces familiarity and strengthens brand trust. Consistent communication also increases the chance of customers recommending your brand to others.
A customer may forget to visit your website, and your marketing emails may be ignored.
Transactional emails use targeted, to-the-point messaging that feels personalized. For example, if a customer has items on their wishlist, send an email reminder or a price-drop alert. Such relevant communication re-engages inactive customers and brings them back.
Because transactional emails have high open rates, they present a prime opportunity to feature products and highlight value.
Even if subscribers do not click the CTA or make a purchase, they become more aware of your offerings. This awareness builds future intent to buy and keeps your brand top of mind.
These emails act as a double opt-in for subscribers. After creating an account, users receive an email asking them to verify their address, reducing fake or spam signups.
Key Takeaways:
• Display brand logo or name in the header for quick identification.
• Personalize the greeting with the user’s name.
• Include a clear CTA prompting email confirmation.
• Add a short video link to help users get started.
• Use a creative signature to humanize the message.
2. Order Confirmation Email
This email is sent immediately after a successful purchase
Key Takeaways:
• Prominent CTA to track order status.
• Use of the “3 Ws”: what was ordered, where it is shipped, and when it will be delivered.
• Footer with copy reinforcing brand values.
• Link to contact support if needed.
3. Order Delivery Confirmation
Sent after successful delivery to confirm receipt.
Key Takeaways:
• Engaging copy to celebrate the delivery.
• Details of delivered items.
• CTA to view order details or initiate returns/exchanges.
• Section offering product care tips to increase engagement.
4. Customer Feedback Email
It’s a standard business practice to collect customer feedback after every product delivery to understand what they think of your services. It’s a great insight for you to track to improve your processes.
Key Takeaways:
• Simple design focusing on products purchased.
• Product images with star-rating format for quick feedback.
• CTA under each product for detailed reviews.
5. Cart Abandonment Email
You can trigger this email to the customers who have left some items in their cart. It’s a great way to re-engage the users with the website.
Key Takeaways:
A message of free shipping at the top to attract the customer.
The creative copy with tongue-in-cheek humor.
Mentioning that the free shipping offer is about to expire creates a sense of urgency among the readers.
Images of product and their details, along with the bold CTA to redirect to the cart.
6. Password Reset Request Email
In case a user forgets their password, you can send them this email to regenerate another.Source
Key Takeaways:
A short email with a focus on the ‘Reset Password’ CTA.
Mention that the link is valid for only 24 hours for security reasons.
Signature at the footer with brand logo and image to build credibility.
7. Account Deactivation Email
If your ESP has access to the users’ last login date, then you can trigger this re-engagement email to them. Even if the contact doesn’t reactivate the account, it’s beneficial to you as you will have a cleaner contact list of only active users.
Key Takeaways:
Breaking the email with the news of tentative deactivation to catch the user’s attention.
Mentioning why the account is being deactivated.
Providing an alternative to keep the account active, along with a deadline.
CTA of ‘Sign In’ to make it easier for the user to log in and increase the chances of retention.
8. Order Cancellation Email
The order can be canceled due to several reasons. Either the customer changed their mind, or you can’t ship it to them due to logistic constraints.
Irrespective of the reason, an order cancellation email updates the customer of the same.
Key Takeaways:
Honestly informing the customer of the reason for the cancellation.
CTA to check the account for more details.
Sharing details of the product that is canceled.
Recommending the replacements, they can try based on other similar customers’ purchase history.
9. Trial End Reminder Email
If you offer free trials or demos to your customers, it’s crucial to inform them when it ends.
It’s the perfect moment for you to convert these free customers into paid ones as they have just witnessed your services.
Key Takeaways:
Starting the email with the news of the trial ending.
It’s followed by the CTA to view plans. The action button mentions the cheapest plan to improve the click rate.
Addition of customer reviews to build credibility and trust. It plays a vital role in winning customers and assuring them of their purchase.
The signature has a link to extend the trial if the customers aren’t sure yet.
Transactional emails are a super convincing way to bring customers to your website. It can be your goldmine of additional sales while building customer loyalty.
But it’s only possible if your emails are actually landing in your customer’s inbox.
That’s where email deliverability comes into the picture. To ensure that your efforts don’t land up in spam, use the right tools to test and improve email deliverability.
Start revamping your transactional emails with assured deliverability through SendPost. It’s a perfect tool that empowers your ESP with the email API to detect any deliverability issue.
Its real-time alerts and bulk email APIs make it a flexible and reliable solution that promises a 99% delivery rate.
