When you make an online purchase, do you immediately go to your Inbox and look for the confirmation email? As consumers, we’ve grown accustomed to doing it, so we know the online store has our order.
For businesses, confirmation emails and other transactional emails offer many opportunities to grow the brand.
Therefore with transactional emails, your business can attract and gain more clients, drive conversions, or re-engage and connect with customers who have wandered off.
Let’s look at how to use transactional emails to build lasting relationships with your customers?
Account Activation Emails
Typically, your subscribers’ first email informs them that they’ve signed up successfully and their account with you is now usable.
The right trigger for this email is when visitors come to your website and sign up to create to use your services or purchase from you. They get an email that confirms that they were successful in making an account.
Receipt And Order Confirmation Emails
For most companies, order confirmation emails primarily confirm that the order has been successfully placed. These emails put your customers at ease by letting them know their order details.
While the confirmation email for orders may achieve its primary purpose, you can optimize it to do much more. You can also include a call to action (CTA) in your transactional emails to optimize it for increasing engagement and sales.
Shipping confirmation emails are another significantly underutilized form of transactional email.
Buyers usually find it exciting to receive emails that let them know their purchases are on the way. They anticipate the arrival of the order. So, there is a high chance they’ll open the emails with shipping info and updates every time you send one. Optimizing these emails can help you drive up revenue and business growth.
A delivery confirmation email also ranks pretty high for its open rates. It’s meant to ensure that the order has been received at the given address and by the right person.
While this email sounds obvious, you can also leverage it to nurture stronger customer relationships. Every email you send to your customers presents you with an opportunity to interact and connect with your customers.
Customer feedback is paramount to ensure that your brand meets and exceeds customer expectations and delivers an exceptional experience.
Feedback emails effectively get your customers to narrate their experience and know what they think of your offerings and their purchase journey. This is why feedback emails should be integral to marketing campaigns, particularly transactional email programs.
Subscription Renewal Email
If your business is based on subscriptions, sending out subscription renewal emails to your customers may make sense. It’s a transactional email that triggers when a customer has their subscription near its expiry date. It is a reminder that they need to renew it.
Sending out well-designed and optimized renewal emails for subscriptions can entice customers to renew their membership and increase repeat business chances. Using these emails, you can also demonstrate to your customers that they can miss out on certain benefits if they don’t renew their subscriptions.
Cart Abandonment Emails
Viewing the statistics for shopping cart abandonment can be depressing insofar as business owners will do the calculations and imagine the revenue boost if all carts with items converted into sales. Well, a transactional email campaign is ideal for pulling shoppers back to complete the sales process.
On average, the cart abandonment rate is 68.53%. Most of your prospective buyers close the browser or move on to another website instead of checking out on yours. The most common reason visitors abandon their carts is poor customer experience on an eCommerce website.
If your site is too slow, the checkout process too long, or there is a lack of payment options, the customer will abandon their cart.
How can you reduce cart abandonment? Use a transactional email. Send out a cart abandonment email within 24 hours.
Within the content of the transactional email, incentivize the customer to complete the sales transaction. Provide a promo code, so the total spend is less and the customer is motivated to purchase. Cart abandonment emails help reassure the customers that you want their custom and loyalty.
You can send reactivation emails to subscribers who have not interacted with your site and emails for a while (60-90 days) or haven’t opened your emails lately.
Craft a scroll-stopping and captivating subject line for your emails and remind your recipients of their missing opportunities.
Also, ensure you send reactivation emails frequently to maintain your email list.
Password Reset Emails
It’s pretty standard for clients to forget essential details related to their accounts.
When a visitor requests to reset their password, you can send them an automated email for their password reset. Password reset emails contain simple and plain instructions that can help customers create new passwords or retrieve their old ones.
The bottom line is all businesses need to get smarter with how they communicate with their customers. Transactional emails are personal and allow sharing of content and information relevant to the customer. Marketers can assist with the content and call to actions, so these emails work harder for your business.