The engagement from subscriptions has been one of the most important factors to decide the fate of an email marketing campaign. While irrelevant emails simply turn off subscribers and destroy their interest in the brand, transactional emails, on the other hand, keep them engaged with information and offers they came looking for while signing up for the emails. Of unsubscribers, around 54 percent of them discontinue their association with the brand because they have received irrelevant emails with offers and content they don’t need. However, many survey findings including an Experian report concluded that the revenue growth is two to five times greater with transactional emails than bulk and batch emails. Moreover, transactional emails have more than eight times of the open and click rates than standard mails.
What are transactional emails and why you need them?
So, what transactional emails are and when do marketers need them to build up the engagement and prospects of conversion. Transactional emails indicate to those personalized communications that are triggered on the event of recipients’ unique behaviors or transactions such as, signups, confirming email address, making purchases, and many others. Based on the nature of transactions, there are various types of transactional emails marketers can automate when the specific event takes place. About 40% marketers are sending transactional emails and benefitting from higher rate of engagement and conversion rates from informative, personalized, and timely delivery of these emails – so what kind of transactional emails your business needs, suit to your email campaigns and subscribers’ areas of interest.
Here are the major 6 types every marketer needs:
1. Registration and email address confirmation Emails
These kind of transactional emails are sent after visitors or buyers fill out form to sign up for newsletters or register webinars or other types of events. These transactional emails are sent requesting them to confirm their interests and serve in laying the foundation of customer relations. These emails also double in building email lists through double opt-in process wherein marketers can generate more genuine leads. Thus, companies and marketers can build a clean database with valid email addresses.
In addition to be a failsafe method for confirming email address and event registration, these transactional emails also present opportunities to spread awareness about your brand or contact details they can reach out such as, phone numbers of a dedicated account manager, your social media pages, feedback forms or other channels to get connected to subscribers. Additionally, marketers can also use these registration and email confirmation mails to provide login credentials to subscribers and help them with guide on how to get started.
2. Reactivation or shopping cart abandonment transactional emails
Reactivation emails are extremely valuable transactional emails to encourage sleepy subscribers to re-engage with the brand or in the event that they have abandoned a shopping cart or left at the stage of check out. Such transactional emails mails are called reactivation emails or shopping cart abandonment emails that are triggered if subscribers are not opening emails for a long time or when their subscription tenure is approaching an expiry. Hence, these transactional emails can be designed to function revive engagement, renewal of subscription or encouraging consumers to make purchases from the site before they leave for competitors’ sites or apps for buying similar products.
These emails work a great deal in reminding customers of your brands, content, products, services or offers. Also, you can make use of these transactional emails to make an exclusive offer which will cut down the price and encourage them to make the buying decision. Make sure emails sent upon leaving the shopping cart reach your customers within 24 hours of abandonment with a clear and concise call to action pitches such as, ‘Check out Now’, ‘Extra 25% for one hour etc., in these transactional emails.
3. Feedback Emails
One of the best ways to show your subscribers and buyers that you care is to seek their feedback and opinion on market trends, products or services, after sales services, experience and on other areas. Users’ feedback and opinions helps companies and marketers a great deal in making optimized offers to buyers and subscribers based on their feedback and responses. These kinds of feedback such transactional emails must include a call-to-action (CTA) which will lead them to the landing page to capture information.
Based on their shared information on products, experience, or on other contexts, you can devise a more personalized offer including type of information, tips or guide they need for improving usability, an offer similar to their previous purchases and interests and based on their ratings on experience on services, products and previous offers, or events, you can understand their expectations which will help in deciding product development and marketing efforts.
4. Notification or password reset emails
The notification type of transactional emails are sent to subscribers and users to alert them of the necessary actions to be taken when an alarming event has occurred. Some of the best examples of these kinds of notification emails is password reset emails, sending status update of shipment and dispatch, initiation of refunds among others. However, one of the most effective notification transactional emails is the password reset emails.
If your website requires your visitors and buyers to sign in (for example, an ecommerce site), then you need to keep track of those events when users place requests for password reset or report of forgot password activities. Marketers need to send timely emails for such events by stating clear instructions and personalized guidelines on how to take the right actions. The more information and helpful instructions you can provide to your users on how to reset or change password, the more credibility and better customer relations you can establish with such transactional emails. While sending these transactional emails, marketers should include most relevant and essential information they need to take the action such as, their customer identity details, secret questions and answers registered with the account etc., and should also contain the font, tagline, colors and other brand specific elements to deliver consistency.
5. Order confirmation and purchase receipt transactional emails
These transactional emails can be automated when your subscribers are converted into buyers by buying products or attending any paid event – marketers need to set an email which instantly lands in the buyers’ inboxes with the confirmation of their purchase, a tracker which lets them track dispatch, shipping or delivery schedules as well as payment receipts, links and guide for order cancellation etc. All these details on the purchases and transactions will aid in building buyers’ confidence in the brand and encourage him to make more purchases.
You can take advantage of these transactional emails to include content and information which will help increase prospects of more sales. For this, you can include other customers’ reviews on the product and similar or complimentary products they can buy with that product to enhance the usability. Thus, transactional emails help marketers with options for cross-selling which may boost up to 20% more sales after one purchase. Moreover, you can include the points, special coupon codes, discounts or free offers they have earned with the purchase to lure them to make more purchases and redeem those offers during their next purchases. You can also ask them to share their purchase on social media and refer their peers to get more leads and opportunities of sales by leveraging such transactional emails.
6. Website, app, social channel launch transactional emails
Transactional emails can be used to boost cross-channel engagement and sales – a good way to generate revenues through social channels, mobile apps, or microsites, or through any other digital assets. Especially, if you have recently developed a new mobile app, a mobile version of your site, a site extension or a new social media page, these transactional emails are a great way to spread awareness of those new digital channels as well as increasing cross-channel engagement, their accessibility to interact with the brand, and scopes of sales conversion from those channels.
Once you lead your customers on those platforms and channels, you can create ads, content and offers to keep your subscribers engaged on those platforms, increase their reach on your product updates, special offers based on their behaviors on those channels. Make sure you include the links to the app stores, URL of the mobile sites or microsites or social channels in these transactional emails along with a lucrative introductory offer or coupon codes for first-time users, referral codes, and a compelling call to action pitch to lead them to the platform right from your email.
Improve your reach, brand awareness, engagement and conversion rates by leveraging the right types of transactional emails for your business.
Call us at (408) 502 6765 or by share reach us through our social channels Facebook, Twitter, and LinkedIn to get professional support on designing transactional emails for your email marketing campaigns. If you are already engaging with your customers with transactional emails, then share your hands-on tips and tricks with us below.