What is a Transactional Email? - SharpSpring - Deepstash
What is a Transactional Email? - SharpSpring

What is a Transactional Email? - SharpSpring

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Transactional Emails

A transactional email is sent to a single contact, lead, or customer to help facilitate or follow up on a commercial action the user has taken with the company.

Examples of transactional emails include:

  • Order confirmations
  • An email delivering a content asset like a whitepaper or eBook
  • Event tickets or reservation confirmations
  • A “thank you” email for completing an action such as booking a call or renewing a subscription
  • Account details or activity (such as password resets)

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Marketing Vs Transactional Emails

The main difference between marketing and transactional emails comes down to permissions. To send bulk marketing messages, someone needs to explicitly opt-in to your list and agree to receive messages. Transactional emails do not require explicit opt-in. But they do require that a user complete some kind of commercial transaction or event (like purchasing tickets or signing up for an account).

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A Missed Marketing Opportunity

Transactional emails have some of the highest engagement rates because they’re sent after a customer takes an action with your business either in person or on your website. They are actively asking to be emailed!

What they too often get in return is a poorly formatted, 3 sentences long email in tiny font with a generic ‘thank you’ and no graphics, design, or logo. You know the ones — we’ve all gotten confirmation emails like that. If your company sends transactional emails, it’s time to get creative with the content that goes in them!

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The Best Transactional Emails: Account Set Up

A user signing up for an account is a potential life-long customer. Use this first confirmation email to shine!

Especially with an account set up, new users will be excited to get started and take advantage of your goods or services. Make it super easy for them to dive back into the website and get started like in Slack’s email. They keep it short and to the point so that you can jump right into the workspace but include tips for making Slack easy to incorporate into your daily routine.

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The Best Transactional Emails: Order Confirmation

Order confirmations are getting a facelift and becoming more and more on-brand and a helpful all-in-one tool where customers can see order details, track shipping information, contact support, and snag offers.

The perfect first step to creating order confirmation emails that build brand affinity is to…well…brand them. 

Time to get branded content in those emails!

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The Best Transactional Emails: Product or Service Feedback

The most effective way to know what your customers think of your business is to ask them. Simple, right? Yet, marketers get so in the weeds on daily tasks that most businesses forget to ask for feedback. Transactional emails are the perfect space for this because they’re automated to send while the interaction is still fresh in the customer’s mind.

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The Best Transactional Emails: The Abandoned Order

Did you know that businesses who have an AOV of $100 to $500 recover 4% to 5% of their abandoned carts on average? That’s a good reason to start using them if you haven’t already.

However, abandoned cart emails have privacy policy backlashes in certain parts of the world. Be sure you are in line with your local ordinances before sending.

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Transactional Emails: Best Practices

Remember that this conversation isn’t your usual mass blast to a group of people. These really are one-on-one conversations with an engaged customer.

When it comes to best practices for transactional emails, it’s important to keep in mind:

  • Always include branding.
  • Make them helpful.
  • Create functional follow-ups.
  • Make use of specific landing pages.
  • Pay attention to the rules and laws of the land.

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CURATED BY

davidga

Historic buildings inspector/conservation officer

CURATOR'S NOTE

If you’ve been scratching your head, wondering about the meaning behind ‘transactional email’ or similar terms, this post is here to help! Find out what they are and how you may be able to use transactional emails for your agency or business.

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