Transactional emails are key to any email strategy because they empower users to take a next action. In the most basic sense, a transactional email is sent to someone because of their inaction or a specific action they took. These types of emails include things like email address confirmations, password resets, purchase receipts and monthly invoices.
Transactional emails, or relationship-based emails, can also be beneficial to email marketers for automated re-engagement campaigns, upsell emails or other autoresponders that present an opportunity to engage contacts with personalized messaging.
What else is so great about transactional emails? According to EmailMonks, transactional emails get 4 to 8 times more opens and clicks than non-transactional emails. For this reason, it’s in your marketing team’s best interest to ensure transactional emails are optimized to take advantage of this engagement opportunity.
Here’s a quick formula for developing powerful transactional emails that will keep your contacts engaged.
A transactional email, like an email address confirmation or a purchase receipt, can easily be delivered in plain text and with no branded appeal. But imagine making an online purchase from a reputable site with great design and then receiving a confirmation email that didn’t align with the look and feel of the site you just purchased from. Not only is it less attractive for the brand, but it could also be confusing to the consumer. Leverage every email opportunity, even traditionally text-based emails, to show you care about the customer experience and sharing even the most boring information in a delightful way.
Personalized and Promotional Copy
Along with design, the content of your email should reflect the tone and voice of your brand-even when delivering mundane transactional content. At the same time, transactional emails present an opportunity to upsell and increase revenue. According to Bronto, keeping the 80/20 rule in mind-where 80 percent of the message is transactional and only 20 percent is promotional-will ensure your transactional email accomplishes what it needs to while taking advantage of the revenue opportunity.
Clear and Recognizable Subject Lines
While your subject line should be transactional and relevant to the content of the email, such as “Your order has shipped,” the “from” name should also be recognizable by incorporating your company name. Also, include a “reply-to” address that gives the customer an opportunity to respond and interact, rather than a “no-reply” address.
Customers expect transactional emails, but engaging them through delightful design, personalized copy and enticing subject lines will help transform these standard emails into revenue-driving powerhouses.
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