Drive Revenue by 33% with This Oft-Forgotten Email

by Kathryn Aragon

Last updated on January 9th, 2018

Transactional emails. Boring topic, right?

Not on your life.

Transactional emails are the updates you send your customers—the ones that welcome them to your site, send them their login credentials, confirm a purchase, or other information that verifies a transaction—and they’re ripe for optimization.

In most cases, these emails are automated, which is why they’re rarely top of mind for us marketers. But that’s not the case for your customeres.

Transactional emails are an interaction with your brand. They’re part of the conversation you have with prospects and customers. They’re also the most-read emails you send.

That makes them a top priority.

This infographic, courtesy of EmailMonks, shares some revealing stats about transactional emails… plus tips for using them to lift your conversion rates.

Transactional Emails: Dead End?

transactional emails
Source: EmailMonks

What you need to know

The facts

  • Transactional emails can drive revenue by +33%.
  • They also get 4 to 8 times more opens and clicks than any other type of email.
  • 64% of consumers say transactional emails are the most valuable emails in their inbox.

But to get those results, you need to be strategic. Use predictive dynamic content, including:

  • product recommendations
  • life cycle discounts and offers
  • embedded live social feeds

Types of transactional emails

This gives you an idea of the possibilities for optimization. Check these emails to find ways to connect and build relationship with your customers.

  • order confirmation and receipts
  • shipping confirmation
  • new customer welcome
  • order status and backorder details
  • thank you
  • subscriber double optin
  • account creation
  • password reset
  • product feedback
  • support tickets

Tips for improving your transactional emails

The infographic may spark even more ideas, but these three tips came to mind for me:

  1. Add cross-sell offers to your order confirmations to get 54% higher transaction rates.
  2. Add social links to welcome emails. This can raise clickthrough 39% (from 6 to 10..3%).
  3. Personalize email promotions based on browsing behavior or past orders. Nearly half (42%) of consumers prefer this, and you can get as much as 41% more unique clicks.

CAN-SPAM Rules

Email is heavily regulated, so be careful about overdoing it. Here are two things to keep in mind:

  1. The body of your email must reference the transaction.
  2. 20% of the email can be used for branding and promotional information. Use this space wisely—optimize it to build loyalty, deepen relationship, and drive sales.

Thoughts?

Are you getting traction from your transactional emails? Share your best tips in the comments.

Read other Crazy Egg articles by Kathryn Aragon.

7 Comments

DON’T MISS OUT

Get updates on new articles, webinars and other opportunities:

Kathryn Aragon

Kathryn Aragon is the former editor of The Daily Egg. She's a content strategist, consultant, and author of The Business Blog Handbook. Learn more at KathrynAragon.com. Follow her on Twitter.

7 COMMENTS

Comment Policy

Please join the conversation! We like long and thoughtful communication.
Abrupt comments and gibberish will not be approved. Please, only use your real name, not your business name or keywords. We rarely allow links in your comment.
Finally, please use your favorite personal social media profile for the website field.

SPEAK YOUR MIND

Your email address will not be published.

  1. Anonymous says:
    June 8, 2016 at 12:45 pm

    Wow, fantastic blog

  2. Preeti says:
    July 1, 2015 at 5:55 am

    Hi Kathryn
    Thanks for Sharing Great Post , I have never used social links in my emails, that is definitely something to look into.

    • Kathryn Aragon says:
      July 1, 2015 at 9:35 am

      You’re welcome, Preeti. Let us know how it works for you.

  3. Neil Harris says:
    April 29, 2015 at 3:12 pm

    Hi Kathryn
    A few new tips in there I’ll be trying, I have never used social links in my emails, that is definitely something to look into.
    Great infographic, I’ll keep that close by 🙂
    Regards
    Neil

    • Kathryn Aragon says:
      April 30, 2015 at 9:53 am

      Glad to hear it, Neil.

  4. chawki trabelsi says:
    April 28, 2015 at 4:27 pm

    Hi, I was surprised from this article how a welcome email can drive more sales by 300% than a regular promotion email we send to our customers and also if we send a thank you order email with recommended products we have a big chance to sell more products from our ecommerce website. Now I’m thinking to follow this strategy to use it for my ecommerce website. Thank you kathryn for the great advises.

    • Kathryn Aragon says:
      April 28, 2015 at 7:06 pm

      You bet, Chawki. Let us know how they work for you. 🙂

Show Me My Heatmap

Really easy to understand the user behavior with the new @CrazyEgg reports! @qubitTV #UX #prodmgmt

Francisco Mingote

@fmingote

What makes people leave your website?