Transactional emails are valuable marketing tools. These system-generated emails that are triggered by individual user activity offer marketers unparalleled conversion opportunities. But that’s only if they’re used correctly. To learn more about how to ensure success, here are nine best practices for your transactional emails.
Understand the Types of Transactional Emails
- Welcome: Your first method of content with your audience. This email should include useful resources, reinforce the benefits of your products or services, and lead them to the next stage of your funnel.
- Confirmation: This email comes when users make a purchase or update their account information. It’s designed to serve as a receipt and confirm that the user’s action was a success.
- Reminder/Notification: These emails provide customers with notifications of billing, deadlines, etc. They succinctly and politely request action.
- Request: These emails give customers a “poke” when they haven’t interacted in a while or filled an online shopping cart without following through on the purchase.
Credits: Lolli and Pops
Optimize for Mobile Devices
Because most emails are opened on mobile devices, your email should be easily read on any screen size or layout. Otherwise, your potential customer won’t bother reading it, and there goes your conversion. Be sure to test them to make sure they look like they should so you can obtain those conversions.
Credits: Kevin Clark
Send Marketing Emails at Optimal Times
Conduct research to make sure when the best time of the day and day of the week is to send emails. Doing so will increase their chances of engaging and moving up the funnel.
Once your customer finishes a transaction, ask them for a referral. This is the ideal time because they’re feeling good about the action they just took and are more likely to share the love.
Always enhance the customer’s experience with resources they can use. When used judiciously, adding suggestions based on their purchases or activity is valuable and leads to additional transactions.
Make Questionnaires Quick and Easy
Transactional emails asking for customer feedback should be short, easy, and noninvasive. Otherwise, recipients won’t mind them, which is of no use to you.
Be Sparing with Offers
The best way to make a sale is by instilling customer confidence in your brand and services. On the other hand, flooding them with offers could backfire. After all, today’s consumer doesn’t want to hear a sales pitch.
If your transactional emails just aren’t hitting the mark, it could be time to do some research. Use data analytics to determine why this could be.