Transactional email is a great way to drive sales while delivering an important message. This is in part due to Amazon and other retailers who realized early on they could cross-sell customers while delivering a transactional message. But confusion continues, as marketers struggle to understand when their messages are transactional or not, and why it matters.
Whether you are new to transactional emails or a seasoned professional looking for the latest best practices in transactional emails, read on!
The Definition of Transactional
So what is a transactional message? A transactional email is based on an activity or behavior, and sent on a 1:1 basis. It could be a triggered email based on browsing behavior, or it could be a purchase confirmation. A marketing email is sent for marketing or promotional purposes, sent to many people.
Transactional email definitions are important since there are guidelines about how much marketing you can do in them. A transactional email should be focused on its purpose. Why? Because in many cases, there is no opt-in requirement for these messages. So, you can see why marketers might be tempted to “spice it up”.
Provide Clear and Personalized Details
Transactional communication requires communicating the details properly. So, it is crucial to include all the details relevant and specific to the individual recipient.
For instance, if you are sending shipping confirmation, it should include all the details. This can include the product ordered and quantity to the address to which it has been shipped to and shipping order number for reference. This is the only proof that the recipient has of their purchase. Therefore, they are expecting the details you would have provided in their confirmation page on the website.
Whether it is a password reset message or shipping confirmation, make sure to include every detail that the recipient needs to know.
It’s All in the Name
Take every opportunity to make a personal connection. Include a salutation in every transactional email that you send to your customer, along with their name. It provides immediate comfort that the order has been received.
It’s also about using your name. Including a name from your company also gives the recipient confidence – there is someone at the other end of this message, not a website, but a person. Skin Authority assigns personal coaches, who maintain communication with their customers.
Use a Trustworthy Sender Name/Id
In a transactional email, the sender’s name is as important as the content of the message. The sender or ‘From’ name can assure the recipient that the message is coming from the right person or company.
Don’t be tempted to use names of internal people, unless the customer knows them. Avoid acronyms or abbreviations, even if you think it’s cool, unless it’s well known or part of your brand. Convey the credibility of your brand. The sender name is just one of the considerations when someone decides to open or delete the email.
Monitor Open and Delivery Rates
Almost all marketing teams closely monitor the outcomes of their marketing campaigns. It’s not the same case with transactional emails. Sometimes the marketing team doesn’t have access to the reporting.
It’s possible that these emails could go straight to the spam folder, due to content or other considerations. You might never realize it is happening, until customer complaints come in. Make sure you can review delivery and open rates on these critical and time sensitive emails. Find out how one of our clients improved their customer service by fixing email delivery.
If you see open rates dropping, you should immediately take steps to look into delivery. Don’t assume it is the email content or creative.
Include a Reply to Address of Your Company
Add a Reply-To address, and don’t use a “Do-Not-Reply”. This practice is as simple and straightforward as including the contact details and mailing address of your company. It is highly recommended to include all necessary contact details in the email footer. This will not hurt the deliverability of emails in any way and it helps build brand loyalty among your customers.
Conclusion
Transactional emails may seem as “not important” by many teams, but you can drive actions through them. Emails of transaction/triggered type have high open rates and can produce more revenue when compared to promotional emails.
Get in touch with the Pepipost team to find out how you can leverage transactional emails. Emails that will differentiate your brand from your competitors, and how to measure and track them as well.
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