Welcome to Email Marketing Tuesday: Taking full advantage of your transactional emails by communicating with your prospects and customers. Transactional emails are an opportunity to communicate with your audience via email messages triggered by an action they took or an action they need to take.
Since you only have a short period of time to attract and maintain your audience’s attention, inserting multiple messages in your transactional emails could be an opportunity get emails opened and call to actions taken.
What are Transactional Emails?
According to Mailchimp, transactional emails include messages with content tailored to a single recipient and only to them through a transaction that they made online. Others consider transactional emails as triggered, automated, real-time, or personalized emails.
Types of Transactional Email:
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According to MarketingSherpa, only 40% of marketers use transactional emails. So, there may be an opportunity for digital marketing managers to benefit from transactional emails. However, I suggest you use transactional emails that make sense for your audience.
Thinking about the different types of transactional emails mentioned, transactional emails contain short messages to keep your audience aware of their relationship with your website. Some contain a call to action like renewal and invoice emails, and others are informational emails.
Even if you are currently using transactional email, your next step in taking full advantage of your transactional emails is including an additional call to action. Below are different examples you can do:
- For Welcome emails, include a call to action for them to go to your website to check out some tailored content. If you manage a history website and someone registers on the website mentioning an interest in the American Civil Way, send them a welcome email with a link to an article on your website about the American Civil War.
- For Order Confirmation and Order Update transactional emails, you can insert a “people that bought your item also bought these items” section.
- For a Reactivation emails, the email message should contain new or updated content that is similar to the last piece of content they saw.
The key to your transactional email is to make the message about your audience and offering them something that is triggered by their action, personalized, and offering them something tailored/relevant to them in real-time.
Keep in mind transactional emails don’t have an 100% open rate, so don’t expect transactional emails to be the only solution to increasing website traffic or engaging your audience. Transactional emails are just another tactic to keep in your digital marketing toolbox that have the potential to increasing traffic. Also, just like any other digital marketing and email marketing tactic, you should complete A/B testing to maximize the results of your transactional emails.
Resources:
- Marketing Research Chart: What is the only type of email your customers will actively miss? (MarkeingShpera)
- What Is a Transactional Email? [FAQs] (Hubspot Blog)
- What is Transactional Email? (MailChimp Blog)
Related articles
- How Transactional Emails Can Be an Overlooked Opportunity for Small Business Owners (noobpreneur.com)
- How to create Marketing Emails that get read? (mirolta.com)
- Welcome to Email Marketing Tuesdays – Email Marketing is More Alive than Ever (cindyplough.com)
Cindy Plough - A Digital Marketer 
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