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What are transactional emails?
A transactional email is a personalized email sent to a person in response to a specific interaction initiated by that person. These emails contain information personalized to the user and include such messages as subscription confirmations, account updates, order notifications, etc.
The difference between transactional and marketing emails
Comparing transactional with marketing emails reveals more than just recipient numbers as the distinction.
Marketing emails typically target groups of individuals, aiming to nurture recipients and persuade them to take specific actions, such as making a purchase, signing up for an event, or engaging with a business in other ways. They usually contain promotional content, like discounts and special offers. Transactional emails, quite the opposite, are initiated by a particular recipient’s action that a company should address with highly relevant content.
A common marketing email example is a flash sale campaign. Companies send these emails in batches to all recipients, including limited-time promotions or discounts, to drive sales through straight-to-the-point CTA buttons.
Another significant difference lies in email regulations. Transactional emails can be sent to customers regardless of their subscription status, whereas marketing emails should only be sent to subscribed customers who consent to receive the company’s communications. Unlike traditional marketing campaigns, transactional emails do not require an unsubscribe link.
Transactional email best practices
To ensure effective delivery of your transactional emails to customers, it is essential to keep certain points in mind. Consider implementing the following transactional email best practices:
Use a dedicated email address. Differentiate transactional emails from marketing emails by sending them from an exclusive email address and domain reserved solely for transactional messages. This approach reduces deliverability issues.
Enable immediate delivery. Send transactional emails promptly after customers take action to capture their attention while they are engaged with your brand.
Consider responsive design. Given that many subscribers read emails on mobile devices, ensure your emails are mobile-friendly and adapt well to various screen sizes.
Craft concise subject lines. Create straightforward subject lines that summarize your email content. Also, ensure that the subject line of your transactional email is brief and can be fully read.
Prioritize information. Avoid lengthy introductions and present crucial content at the beginning of your transactional emails. For instance, if you send a tracking number, ensure it is prominently visible and clickable.
Enable replies. Avoid using “no reply” email addresses. Some customers may have questions or concerns, so ensure their responses are answered. Alternatively, provide other contact options, such as a phone number or chatbot.
These are general guidelines for creating transactional emails. More specific approaches may apply when crafting different types of transactional emails.
Various types of transactional emails
Transactional emails can vary depending on the specific situation. Nevertheless, there are several standard types that businesses can utilize in various everyday scenarios. Let’s explore them along with some transactional email examples.
Order confirmations
Order confirmation emails are automated messages sent to customers immediately after they complete a purchase on an eCommerce website. These emails should be concise, assuring customers of a successful transaction. Typically, they include the order summary, shipping information, and customer contact details. Some companies also incorporate additional information, such as estimated shipping times and order status links.