A transactional email is a form of one-on-one communication that is sent to the receiver as a response to a stimulus. Hence, they are also known as triggered emails.
Once a user performs a specific activity in real-time, an automated email is sent to them alerting them of the activity performed. Such emails usually contain confidential or personal information that is unique to that client.
Transactional emails enjoy a high level of reader engagement and enhance the user’s experience. If customers receive an instantaneous response regarding the information they seek, they are bound to be more satisfied with the services rendered.
Quick and relevant communication is the cornerstone of transactional emails.
Transactional emails can be of the following types:
- Welcome/Registration and Email Confirmation
- Password Resetting
- Order Confirmation and Invoices
- Feedback and Reviews
- Behavioral Triggers
- Web or App Extension Emails
- Notifications and Digests
Each of these emails serves a different purpose, which can be summed up as mentioned below:
- Welcome/Registration and Email Confirmation: These emails help with the onboarding process when a user signs up for an event, subscribes to a mailing list, or fills out a form. While it sets the foundation for building a lasting customer relationship, it also acts as a method to confirm the user’s email address. Once you have valid and active email IDs, you can maintain a clean database. Most importantly, it sets a warm, welcoming tone and acts as an introduction for the user to know your organization better.
- Password Resetting: If you are anything like me, to keep a track of the innumerable passwords can be quite an uphill task. This is where the password reset option comes to the rescue. To help build trusting relationships, a password reset mail should contain the following, clear instructions to reset the password, link to reset your password, way to report unauthorized password change requests, and contact information for further queries. Additionally, these emails should be sent out promptly for an excellent customer experience.
- Order Confirmation and Invoices: Once a client makes a purchase or registers successfully for an event, they wish to receive a confirmation mail on their registered email. This mail may contain the information related to the purchase, order tracking link, and even purchase receipts or invoices. It indicates that their payment or request has gone through successfully. To heighten customer engagement, such emails may also contain item suggestions, referral codes, and other incentives.
- Feedback and Reviews: Gathering feedback and reviews is the best way to let your customers know that their opinions matter. Request for feedback to let them know that you are open and willing to making improvements. Offer a call to action button (CTA) that will redirect them to a generous space for writing out elaborate feedback and reviews.
- Behavioral Triggers: Inactivity or reactivation emails are sent to those individuals who were once involved with your business but their interest seems to have ebbed now. It could be a client who has abandoned their cart or someone whose service subscription is coming to an end. These emails serve the purpose of retention and conversion of clients. The strategy for these behavior-based transactional emails varies depending on how much engagement has been lost. It could range from a slight nudge to in your face marketing. Nevertheless, it will act as a great reminder of your brand value.
- Web or App Extension Emails: Transactional emails that act as app extensions give the user the freedom to act on any alert or notification from the device of their choice. It integrates the various platforms over which the website or application works. They can initiate action directly from their inbox, which increases the convenience offered. It’s a smart way to get the customer to act instantly.
- Notifications and Digests: Notifications could range from intimating the launch of a service to reminders of an upcoming event. Some users prefer to receive a digest containing succinct summaries rather than individual notifications (think of Quora digest, for example). These can be user controlled in terms of the frequency and the content. It allows them to stay abreast with all the happenings without cluttering the inbox.