Transactional emails and types of transactional emails


An automated transactional email is sent from a sender to a recipient, usually for account activity or when a commercial transaction takes place. 



Engagement with subscribers is undeniably one of the most important factors in converting them into lifetime customers. 

According to CMO Council, 54% of US and Canadian consumers would consider ending their brand loyalty if they were sent irrelevant content and offers.

In surveys, transactional emails have consistently been shown to engage subscribers better and deliver a greater ROI than bulk emails. 

In fact, Experian reports that transactional emails generate two to five times more revenue than bulk emails and that their open rates and click rates are almost eight times higher. However, only 40% of marketers use transactional emails.

Transactional Email Components


In essence, transactional emails are personalized emails that are triggered by the subscriber's unique behavior during an online transaction (registration, form filling, purchase, etc.). Consider the following best practices when creating your transactional email campaign:

  • Make sure the 'From' address is recognized. No one likes receiving emails from do-not-reply@xyzdomain.com.

  • You should use a subject line that clearly summarizes the purpose of the email. Do not use promotional language in the subject line, or your email may be marked as spam.

  • Write copy that acknowledges and thanks subscribers for their activity while conveying excellent customer service. The purpose of a transactional email may include a promotion, but the message should primarily be transactional in nature.

  • To increase brand recognition, include a recognizable and clickable logo and use your brand colors.

  • Provide links that serve a specific purpose.

  • Always be friendly, informative, and on time.

To join the 40% of marketers who are sending transactional emails and seeing results, you must send friendly, timely, and informative emails. 

The following are six types of transactional emails you can send to your subscribers based on their behavior:

Registration Confirmation of email


When a buyer subscribes to your newsletter, completes a form, or registers for an event or webinar on your website, you should send them an email to confirm their action. 

As a result, the customer experience will be enhanced and a trusting relationship will be established. Subscribers can use these emails as a double opt-in to confirm their email addresses. 

Many companies do this to ensure that subscribers enter valid email addresses, which is a great way to keep your database clean.

Providing your subscribers with email address confirmation and registration emails is also a great way to provide additional contact information, 

Such as your phone number, email address, or social media profile, and it opens the door for them to connect with you in different ways. 

To help subscribers learn more about their different services, Best Buy's welcome email contains a number of calls-to-action (CTAs).


Password Resets


Make sure your subscribers receive timely, personalized, and clear instructions regarding the password reset procedure when they ask for a password change on your website. 

With the prevalence of phishing activities, adding a link or email where they can report unauthorized password requests boosts your credibility. 

This email from Treehouse includes instructions on how to reset a password, an alternative link, and a contact email in case of any problems.

Email confirmations of orders and receipts for purchases


When subscribers make a purchase or register for a conference, follow up with an email that confirms their order and provides shipping information and tracking links. 

Order confirmations provide buyers reassurance that their purchase has been processed and provide them with information about when they will receive their order. 

Fitbit's order confirmation email includes a receipt and link to check the order status in real-time.

Feedback Emails


A good way to improve the customer experience is to understand how your buyers feel. Directly ask your subscribers for feedback based on the appropriate context (for example, after they book a trip from your website or three months into their software subscription). 

If their feedback is extensive, you may want to link to a landing page to collect it. The Arkansas Razorbacks send out an email after each home game thanking attendees, recapping the scorecard, and directing them to click a link to take a survey. 

Reactivation Emails


We send reactivation emails to subscribers who have previously interacted with our brand but haven't continued to do so. 

Consumers who abandon their shopping carts before completing a purchase, subscribers who haven't opened their emails, 

Or existing customers whose subscriptions are about to expire. Offers should be tailored to each subscriber's behavior and lifecycle stage (e.g. send more aggressive offers to subscribers with lower engagement or existing customers likely to churn).

Emails from website/app extensions


Engagement can be increased by bridging the gap between different channels. Users can interact with you on their preferred device with the in-email functionality that connects to your website or app. 

As an example, LinkedIn sends you a confirmation email when you receive a new LinkedIn invitation that is personalized and asks you to confirm the invitation.


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