How To Add Value To Your Transactional Emails – The SuccessHub
Have you ever given your transactional emails much thought?
Do you see them as nuts and bolts admin rather than an opportunity to enhance the customer experience?
Have you ever thought about them in the context of your wider marketing automation activities or wondered how they could be made more useful?
If your answer to any (or all) of the above questions is no, you aren’t alone.
Very few marketers get involved with transactional emails, much less seek to bring them into the marketing mix.
The good news is that if you’re guilty of being one of those people thus far, you now have an untapped marketing resource to get to grips with.
First things first, what are transactional emails?
Transactional emails are an often overlooked aspect of email marketing. They are the automated messages that are sent when a certain action takes place – a password reset notification, for example, a shipping confirmation, an order thank you, a subscription acknowledgement.
Pretty standard stuff, right? Research shows that because these emails contain information the customer needs, such as their new password or the delivery information for their latest purchase, transactional email open rates are as much as eight times higher than other forms of email marketing messages.
How can you make them more valuable?
The key function of transaction emails is that they convey a required piece of information to the reader. They can be made more valuable (both to the customer and to you as a brand) with a few clever additions.
Make them personal
It should go without saying but, transactional emails should be personalised to the reader. Adding the recipient’s name is an easy place to start but, what about taking it further? You could personalise the content based on what you know of that customer using standard mailmerge fields and tags. Learn more about Creating more effective content .
Tailor the content to the transaction
Because transactional emails are often written off as being dull and more of a necessity than an opportunity, they can fall victim to template design and cut and paste basics. While this may give the recipient the bare necessities – the time their pizza delivery should be expected or a password reset link for example – it doesn’t provide a compelling brand experience. Tailor the content of your transactional email to its purpose.
This could include suggestions for additional products or services, suggested blog post reading links, a link to FAQ or a username reset on a password reminder or a tracking link on a shipping confirmed email.
Be creative with your copy
A transaction email doesn’t have to be bland. Experiment with different copy, being careful to align the style and tone with your other marketing content. Make the email more engaging and relatable and you’ll add a higher value experience to the transaction. You can take this further and make the design more creative too – again being careful to mirror your existing brand identity and the look and feel of your site. Hiring a copywriter can pay significant dividends across all your copy, Learn more on copywriting here.
If you are ready to dominate with your Transaction Emails, get started by scheduling a free no obligation consultation call with one of our consultants, simply click the button below and pick a date and time off our calendar and we look forward to speaking with you.