Transactional emails are user-initiated mailings. They are automatically generated and sent after an order, payment, or reservation is made.
The purpose of transactional emails is to quickly provide important information. The company sends such emails even if the client is not subscribed to its mailing list.
The goal is to ensure communication between the business and its customers. This is an important tool for retaining customers and building brand loyalty.
Benefits of Transactional Emails
There are several benefits to using transactional emails that make them an important tool in a company’s CRM communications strategy.
1 increase conversion
Transactional emails are sent to users in response to specific actions they take on the site. These messages typically have higher open and click-through rates.
2 improving the quality of service
With the help of transactional emails, companies inform customers about the order status, changes in their personal account, and other important events. This improves the quality of service and improves the user’s impression of the company.
3 possibility of personalization
Transactional emails are personalized and deliver only the information that interests each subscriber. This helps strengthen the emotional connection with the company, maintain audience engagement, and reduce unsubscribes.
Service letters are true masters of communication. They provide high deliverability, personalization and automation of processes, which makes them an indispensable tool for improving customer experience and increasing business profits. Not paying due attention to such mailings is like playing chess without a queen. So do not forget to use them correctly in your CRM communications strategy.
transactional email examples
There are several types of transactional emails. Let’s talk about each of them in more detail and look at examples that were created at the Inbox Marketing agency.
Order confirmation
The letter is sent after the user has made a purchase on the company’s website. The task is to inform that the action has been noticed and the order has been taken into processing. The letter may contain information about the purchase, including the amount, products, payment method, delivery and a call to action, for example, to track the order status.
AMP-letter quest “Checklist of important things to do for the new year” from COFFESSO
The letter confirms that the application has been sent and noticed. The client does not have to worry about the next stage of interaction. And to keep the subscriber’s attention, we added useful materials on the topic to the message.
AMP-letter quest “Checklist of important things to do for the new year” from COFFESSO
In the letter, we informed the client that we had received his application. We also told him about the stages of the upcoming work on it, answered frequently asked questions, and left the curator’s contacts. In this way, we gave the client all the information he was interested in and reduced the load on the support service.
Cash receipt
The user receives this letter after payment. It is less informative for the client than a full order confirmation, but in any case it should look aesthetically pleasing and form a positive image of the company in the buyer.
AMP-letter quest “Checklist of important things to do for the new year” from COFFESSO
The letter only contains a receipt, but we designed it beautifully and added links to the company’s social networks to the footer.
Thank you for your purchase
A subscriber receives such a letter after making a purchase. It contains information about the order, gratitude for choosing the company, additional information necessary for the client and a call to action.
AMP-letter quest “Checklist of important things to do for the new year” from COFFESSO
The client receives comprehensive information about his purchase and useful links with materials related to the use of the electronic policy.
AMP-letter quest “Checklist of important things to do for the new year” from COFFESSO
In the letter, paytm database we thanked the customer for the purchase, duplicated the contents of his order and left contact information.
Order status change notification
Each change in the order status should be accompanied by a notification to the customer. Such a letter usually contains up-to-date information about the purchase, as well as a call to action. This could be a link to a page with order tracking, cookie-free tracking – what you need to know an offer to make the next purchase, or something else.
AMP-letter quest “Checklist of important things to do for the new year” from COFFESSO
To enable the subscriber to quickly find all the important information, we visually highlighted it, and placed some of the data on the infographics of the delivery stages. In addition, azb directory in addition to the contacts of the employees, we added their functions so that the client immediately understood who would solve his problem.
AMP-letter quest “Checklist of important things to do for the new year” from COFFESSO
We inform the client that his order has been successfully paid for and we are waiting for him at the stadium. We also tell him about other offers that he can use and their advantages.
AMP-letter quest “Checklist of important things to do for the new year” from COFFESSO
The customer receives this letter when his parcel has already been delivered to the addressee. We offer him to leave a review and get a discount on the next shipment.
Password recovery
It is sent to the user who requested a password reset to log in to the site. Such a letter should make it very clear how to change the password. It is also necessary to attach a link to the page so that the person does not have to look for it on their own.
AMP-letter quest “Checklist of important things to do for the new year” from COFFESSO
The user can glance at the letter and immediately find a solution to his problem. The letter is clear, short, the title is large and bright, the button is contrasting.
transactional email text writing algorithm
Each type of service letter has its own features, but they are united by common approaches to content creation. Let’s go in order and analyze each stage.
1. Purpose
First, identify the main event or transaction that the email will cover.
2. Headline
Then create a simple and clear headline that clearly reflects the essence of the letter. The headline should be short, informative and attractive to the user.
3. Body
This letter should contain only the necessary information. Describe the details of the transaction or action. For example, order number, date, cost, contents, etc.
4. Call to Action
CTAs should be clear and noticeable so that customers can quickly find them and take the desired action.
5. Additional information
Provide information about the next steps or actions the customer can take. For example, tracking a package, returning an item, changing an order.
6. Contact
Include contact information so the client can ask for help if needed. End the letter with thanks and express hope for further cooperation. This block is not mandatory, but will be an indicator of good manners.
Follow the algorithm and you will be able to create a good transactional letter! But do not forget to take into account the features of copywriting and layout, which we will talk about further.
Features of Copywriting Transactional Emails
Our recommendations for a good service letter text:
Structure the information. The content of this type of mailing is mainly informative, so it is important to convey the information to the user clearly and distinctly. Divide the letter into thematic blocks. This will simplify perception and allow the client to quickly find the necessary information.
Use lists and tables
They will help structure the information and make it easier to perceive. They will also highlight key points and details.
Keep the text simple and clear. Transactional emails are designed to convey specific information. Therefore, the text should be as short and clear as possible. Avoid using complex words, phrases, and expressions.
Take care of the client. Remember to use a friendly and polite tone of address. Include links to related resources or documents that may be useful to the reader, such as instructions for returning goods. Offer additional services that may be of interest to the client.
Add a section with frequently asked questions. This will reduce the load on the support service and help customers resolve their problems faster.
Use personalization. In the text of the letter, you can address the user by name, specify the details of their order or registration. This will create a sense of individual appeal and increase the level of trust in the brand.
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Features of layout of transactional emails
The layout features are that transactional emails often use a large number of variables (name, order number, products, etc.). What needs to be taken into account to ensure a positive customer experience:
To ensure that your email displays correctly in all email clients, use inline styles. They are contained in the HTML file and will load faster when you first open it.
Add a description to each image. This will help if the mail client blocks the image or if the user has a weak Internet connection.
To ensure correct display on all devices and mail services, it is recommended to use a minimalist design that will not create additional problems. Backgrounds increase the speed of loading content.
If you automatically insert images from a product feed, then check and test the quality of the sources very carefully.
Make sure you use the correct variables to substitute values into text blocks. Each submission system has its own syntax for writing and naming a specific value.
Before sending transactional emails, it is especially important to test the layout on various devices and mail services. This will allow you to detect and correct possible display and substitution problems in a timely manner.
