What is a transactional email? According to the CAN-SPAM Act, for an email to be considered transactional, it “facilitates an already agreed-upon transaction or updates a customer about an ongoing transaction.” Order confirmations, shipping notifications, receipts, order statuses and receipt confirmations are all considered transactional emails.
Unfortunately, most companies are making mistakes when it comes to sending transactional emails. For example, they only focus on the transactional part of the email, and don’t personalize it. These emails are usually hard to read with a vague subject line, and are not sent out with timing in mind. Recipients’ eyes glaze over when they look at these emails, and the opposite effect than the one intended is accomplished.
If this sounds anything like how your company is sending transactional emails, then there are immediate steps you can take to reverse this trend.
1. Make sure your subject line is compelling,
has a call to action, and/or is catchy.
2. Constantly test variations of the emails
you are sending to see which templates, subject lines and content leads to the most response from your recipients.
3. Send your transactional email in a timely manner.
Updating someone with a receipt of the status of an order is good customer service and will earn you a good reputation with your customers.
4. Match the look and feel of the email to your brand and website.
Transactional emails should not be boring or dry; they should have the same pizazz that any other marketing emails would have.
5. Put yourself in your customers’ shoes;
think about what they want and need, and then speak to that. Also, after they’ve finished reading your email, would they want to know anything else? Make sure potential questions about the transaction are answered in the email.
When they’re done well, transactional emails can wow customers, giving you a better relationship with them and raising your revenue. What company wouldn’t want that? For more dos and don’ts about creating and sending transactional emails, watch our webinar.
Digital Marketing Coordinator, WhatCounts