When you make an online purchase, do you immediately go to your Inbox and look for the confirmation email? As consumers, it’s what we’ve grown accustomed to doing, 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, the first email that your subscribers receive is the one informing 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 serve the primary purpose of confirming 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 main 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 ultimately sales.
Shipping confirmation emails are another significantly underutilized form of transactional emails.
Buyers usually find it quite exciting to receive emails that let them know that their purchases are on the way. They anticipate the arrival of the order. So, there is a very high chance that 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 up for its open rates. It’s meant to ensure that the order has been received at the given address and that too by the right person.
While this email sound like an obvious one, 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 are an effective way to 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 an integral part of marketing campaigns, particularly transactional email programs.
Subscription Renewal Email
If your business is based on subscriptions, it may make sense to send out subscription renewal emails to your customers. It’s a type of 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 the 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, there is where a transactional email campaign is ideal at 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 because of 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 follow through with the purchase. Cart abandonment emails help reassure the customers that you want their custom and their loyalty.
You can send out reactivation emails to subscribers who have not interacted with your site and emails for a while (60-90 days) or haven’t been opening your emails lately.
Craft a scroll stopping and captivating subject line for your emails and remind your recipients of their missing opportunities.
Also, make sure that you send reactivation emails frequently to maintain your email list.
Password Reset Emails
It’s pretty common for clients to forget important 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 offer the opportunity to share 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.