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?
What you need to know
- 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:
- Add cross-sell offers to your order confirmations to get 54% higher transaction rates.
- Add social links to welcome emails. This can raise clickthrough 39% (from 6 to 10..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.
Email is heavily regulated, so be careful about overdoing it. Here are two things to keep in mind:
- The body of your email must reference the transaction.
- 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.
Are you getting traction from your transactional emails? Share your best tips in the comments.
Read other Crazy Egg articles by Kathryn Aragon.
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