Transactional emails are one of the most common types of email that companies use daily. They help businesses communicate seamlessly with customers and facilitate transactions. This article will explain transactional emails, their types, and best practices.
What Is A Transactional Email?
As the name suggests, it’s an email a business sends to facilitate a transaction initiated by the recipient. You don’t need explicit permission to send this type of email because the recipient has already initiated the action warranting it.
Businesses use this type of email to pass vital information to customers at various stages of a transaction.
Who Sends Them?
There’s hardly any business which offers goods or services online and does not use transactional emails. Popular examples include:
- Marketplaces and e-commerce businesses.
- Social media
- Online games
- Banking apps
- Hotel and travel booking platforms.
Transactional vs. Marketing Emails
Transactional messages are sent in response to an action triggered by the recipient. They should not be mixed with marketing emails sent to promote a product or service. A transactional message is unique by its nature, while marketing emails are typically sent in large quantities. Due to high volumes, marketing campaigns put a higher stress on email infrastructure and are more likely to be blocked for spam, unlike transactional emails.
Businesses don’t need explicit consent to send a transactional email because the receiver initiated the action that required the message. However, they need prior permission from the recipient to send marketing emails because they’re promoting a product or service they didn’t ask for.
Types Of Transactional Emails
Transactional emails come in many varieties. The most popular ones are:
Welcome Message
This is the message an online platform sends to a customer after they create an account or sign up for a mailing list. For example, after signing up for an ecommerce company’s mailing list, you’ll likely receive a message welcoming you as a new subscriber and telling you what to expect from the company.
A welcome message gives companies the opportunity to appreciate customers and advertise products to them.
Password Reset
When someone wants to change their password on an online platform, they’ll receive an email with a unique link redirecting them to a web page where they can confirm the change and enter a new value. This is a good example of a transactional message triggered by the recipient’s action.
Order Confirmation
Online retailers send an email immediately after a customer orders an item from their store. This message confirms that a transaction has been initiated. It includes relevant information about the order, such as the item’s name, price, and quantity.
Abandoned Cart Email
Many people visit an online store, add items to their cart, then leave without making a purchase. The online retailer usually waits for a while and sends a notification to the person about the abandoned item they’ve left in their cart. Some customers might see this notification and proceed to buy the items they left behind, giving the company additional revenue.
Best Practices For Sending Transactional Messages
Have a Clear and Concise Subject Line
The subject line is the first thing the recipient sees, so ensure it’s as clear and concise as possible. The recipient should understand what the message is about just by glancing at the subject line.
Solid Design
The message should have a good layout that’s easy to read. Place the most important information at the top, so that the customer does not have to scroll. Text and visuals should be spaced clearly to make them easy to view. Images should be arranged neatly and not interfere with text or vice versa. Use high-quality graphics to illustrate the message.
Personalization
You can personalize the messages using data you have collected about the recipient. For example, you can begin with “Dear [Recipient’s First Name]” or “Hi! [Recipient’s First Name]”. Personalization makes the recipient feel esteemed and more likely to engage with your message.
Replies
Endeavour to reply to any customer that responds directly to your message. Timely responses make the recipient more friendly with your business and likely to patronize you again.
Conclusion
These are the basics you need to know about transactional emails. At this point, you should understand them enough to explain it to another person and consider using them for your own purposes, if necessary.
