Transactional emails. We’ve probably all received at least one, but I bet heaps more, after all they’re a staple for business.
Like so many staples it’s not always easy to get them right, so we’ve asked our friends at Cumulo9 to help us out with some transactional email tips. But a quick refresher before we get to that.
What is a transactional email?
Transactional email is a personalised one-on-one email with your customers about a specific transaction. It is not a mass marketing email with personalised content but a message sent off by a trigger event.
There are so many uses for transactional emails, but here are some examples.
- Invoices, receipts and statements
- Abandoned shopping carts
- Forgotten password notifications
- Account-related alerts
- Welcome emails
- Confirmation emails for purchase, changes or subscriptions
- Shipping notifications and updates
Why are they important?
The benefits of transactional emails are two-fold.
Transactional Emails Save You Time
As Cumulo9 points out, they can make business a whole lot easier. Having your invoices automatically generate and send to your customers using a pre-designed template can save you a heap of time. This is the same for purchase confirmations, welcome emails and shipping notifications.
They Can Recapture Lost Revenue
Transactional emails can also help boost your revenue. If you run an online shop you’ll know that the number of people putting goods in their shopping cart but not purchasing is high. Stats indicate almost 75% in Australia in 2019. But, did you know that an abandoned cart email can get almost 20% of those people to purchase? Plus getting your invoices out in a timely manner can increase your chances of being paid promptly.
Ok, ok, they’re important, I hear you saying, but how do we get them right? I’m glad you asked.
How to get Transactional Emails Right
According to Cumulo9, there are two key areas to get right; design and deliverability.
Design & Personalisation as part of Customer Experience
Your customers need to feel good about getting emails from you. That’s why your emails need to be nice to look at, easy to read and consistent with your brand.
If you’re looking for ideas on how to make your emails beautiful, check out this blog.
Personalisation is also key – “Hey there” is not good enough, it shows a lack of insight into the recipient or audience. Ensure that your message is from a real person (sender name and email address), that it identifies the recipient by name in the body of the message, and that the content is relevant and customised.
Deliverability is Key
Transactional emails need to arrive promptly and make it into the inbox otherwise, customers will be left wondering whether their action has really gone through. Not getting confirmation can reduce their confidence in your company and their chances of dealing with you again, it’s good to get this right!
There are several ways of optimising deliverability and avoiding the junk email folder. In 2020 if you don’t start employing SPF and domain validation, DKIM and DMARC, you run the risk of your perfectly tailored messages being rejected by the recipient email server.
So basically, style and substance. Easy, right? Maybe not.
If you need any help getting your transactional messaging right, why not get in touch with Cumulo9.