Contents
- What are transactional emails
- Differences between transactional and trigger emails
- Examples of transactional emails
- Why transactional emails are needed
- Features of transactional emails
- How to send a transactional email
- How to design a transactional email
What are transactional emails
Transactional emails are automated messages sent to a user in response to their actions. These emails inform the customer about the status of their requests, confirm completed actions, or notify them of errors. For example, if a user places an order on a website, they will receive a confirmation email that may contain information about the status of the order's assembly and shipping.
Transactional emails are generated using static templates and dynamic content. When a user performs a specific action, personalized data, such as the customer's name and order number, is automatically inserted into the template. This makes each message unique and relevant to the specific recipient.
Differences between transactional and trigger emails
The main difference between transactional emails and trigger emails lies in their purpose. Transactional emails are used to convey important information and notifications to users, while trigger emails are aimed at stimulating purchases and increasing revenue. For instance, an email about an abandoned cart or a birthday greeting with a discount offer are examples of trigger emails.
Despite the differences, some companies include promotional blocks in transactional emails. Experts like Chad White suggest that including promotional content is acceptable, but it should not exceed 20% of the total message text. It is recommended to place these blocks at the bottom of the email so that the main focus remains on the service information.
Examples of transactional emails
Transactional emails can include various notifications, such as:
- Order confirmation and assembly;
- Delivery status;
- Thank you for your purchase;
- Notification of a product's availability for sale;
- Account registration or deletion confirmation;
- Password recovery;
- Information on points earned and redeemed;
- Reminder of an event or reservation;
- Response to a support request;
- Reminder for payment or subscription charge;
- Updates on pricing plans or privacy policy.
Why transactional emails are needed
Transactional emails play an important role in automating customer service. They save time and resources, as once the email system is set up, it continues to operate without employee involvement. This reduces the number of customer inquiries about the status of their orders and, consequently, decreases the load on support services.
Moreover, these emails enhance service quality. Users receive up-to-date information about their orders, which creates a sense of confidence and trust in the company. Additionally, transactional emails can include offers for related products or discount coupons, which may encourage repeat sales.
Transactional emails also increase brand recognition. By using brand colors, fonts, and logos in the emails' design, companies can remind customers of their presence and maintain their interest.
Features of transactional emails
Transactional emails differ from promotional messages in that they are sent in response to user actions rather than at the company's initiative. This makes them more personal and relevant to the recipient. Among the main characteristics of transactional emails, we can highlight:
- Personalized content intended for a specific user;
- Contains important information for the customer;
- Do not require consent to receive;
- Sent instantly without employee involvement;
- Have a higher open rate compared to marketing emails.
How to send a transactional email
Sending transactional emails can be done through various tools. One of the simplest ways is to use a CRM system with an integrated email client. However, this approach may have limitations in functionality and email design.
Another way is to connect the CRM to an email marketing service, which allows for using ready-made integrations and creating emails in a convenient visual editor. Large online stores that send tens of thousands of emails per hour can benefit from specialized services, such as Unisender Go, which provide high-speed delivery and data security.
How to design a transactional email
To create effective transactional emails, it is important to pay attention to several key aspects:
- Choosing a subject: The subject line should clearly reflect the content of the email, such as "Your order has been confirmed" or "Product delivery completed."
- Sender information: Instead of using a noreply@ address, it's better to create a separate address for transactional emails so that users can ask questions.
- Concise text: The main message should be clear and brief so that the user immediately sees the necessary information.
- Personalization: Include specific data, such as the order number or time frames.
- Branding: Use the company's logo and brand colors to enhance recognition.
- Including a promotional block: Don’t miss the opportunity to offer additional products or services, but do so unobtrusively.
By following these recommendations, you can create effective transactional emails that not only inform customers but also strengthen their trust in your brand.