Transactional Emails: What They Are, How They Work, Why Required, and How to Configure Them
Payment confirmations, electronic receipts, and registrations all fall under transactional emails.
These messages inform users about the start or completion of a process, and it is crucial to automate the sending to ensure timely delivery.
Transactional email campaigns can be set up using email service providers that offer reliable SMTP servers and ensure high message delivery speed.
How transactional emails work
The customer makes a payment for their order on the e-commerce website.
The website tracks this action and sends the relevant information to the email service provider.
As a result of the customer's action, a pre-configured trigger is activated.
The email service provider sends the email to the customer.
Multiple triggers can be set up to ensure effective communication with customers.
Why transactional emails are required
The difference between transactional emails and other types of email campaigns
- Quick delivery: Transactional emails are sent immediately after a user performs a specific action.
- Personalization: Transactional emails are targeted at individual recipients rather than a group of people. To enhance personalization, address the recipient by their name.
- User expectation: Users anticipate transactional emails after taking certain actions on a website. For example, when a user makes a purchase, they expect to receive an order confirmation email.
- Automated sending: Transactional emails are set up once and operate automatically. Edits are made as needed based on changes to the website or system.
Types of transactional emails include:
Purchase confirmation
Backorder notification (purchase of an out-of-stock item)
Product restock alert
Order shipment notification
Survey invitation
Product review request
Return confirmation, etc.
Let's take a closer look at some types of transactional emails:
- Order confirmation
This email is sent when a customer has placed an order. It includes the link where information about the order can be viewed.
- Delivery
The purpose of this email is to inform the customer about the status of their order, whether it has been shipped, in transit, or ready for pickup.
- Password Reset
- Service Upgrade
In these emails, customers are usually offered to upgrade to a more expensive subscription plan. The message is sent when their current subscription is about to expire. To motivate the subscriber to switch to a different plan, specialists list various benefits, such as a limited-time discount.
How to set up transactional emails on Altcraft Platform
Errors in formatting transactional emails
- Excessive information: Avoid overloading transactional emails with unnecessary text. A single message should not contain information about the order, payment methods, contacts, etc. Customers may lose track of the main message and miss important details. Make the text and its meaning easy for users to perceive.
- Overly complex or missing design: Avoid using intricate designs for transactional emails. Focus on a clear structure, as reading a solid block of text can be difficult.
- Advertising in transactional emails: Do not present promotional emails as transactional ones. This can lead to negative reactions from the audience.
- Delayed delivery: Ensure that transactional emails are sent promptly after the customer's action, especially after payment for an order. If the customer does not receive the email in a timely manner, they may assume an error occurred and reach out to customer support or sales. Wasting time is detrimental to both the consumer and the organization.
Conclusion
Transactional emails are emails sent to customers in response to their actions, informing them about registration, purchases, product availability, delivery, return confirmations, and more. The sending condition is triggered by specific events.
A key characteristic of such emails is that customers anticipate and expect them.
When creating transactional emails, it is important to minimize or avoid excessive advertising.
Pay attention to the design, text structure, and timing of sending. Subscribers should receive transactional emails promptly as they contain essential information about delivery, payment, passwords, and more.