Transactional emails have a less risk of landing in the spam or junk folder. Yet not much importance is given to these emails. A classic example of a transactional email that adds utmost value but gets ignored by brands is the welcome email. ReturnPath states that people who get even a single welcome message read more than 50% of the follow-up emails from the sending companies during the following 180 days. Yet 55% of companies are not capitalising on the power of transactional emails.
Apart from good ole welcome email, there are many other types of transactional emails you can send to create an impact of your brand. Listing down a few of them –
Cart abandonment is a type of email which is sent to customers when they almost make the purchase, place items in the shopping cart but hold back and don’t proceed further to payment. 70% of e-commerce carts are abandoned and billions of dollars are lost to abandonment each year. To decrease abandonment, e-commerce companies engage in cart abandonment email. Over 20% of e-commerce companies have active cart abandonment campaigns.
Example: Birchbox’s cart abandonment email is an innovative way to bring the customer back.
After Purchase Email:-
Your job at engaging and pursuing customers doesn’t end once they make a purchase. When you start focusing on client retention, that’s what marks the beginning of the process. Give out good post-purchase good vibes because according to studies post-purchase emails have more click rates than bulk promotional emails. Not just the clicks, the probability of selling to an existing customer is 60-70% whereas to a new prospect it’s just 5-20%. Your post purchase email could have links to social media to extend channels of interaction or you could try to get a review for the product that has been purchased.
Example: Amazon is the perfect example for post-purchase email by upselling to customers basis their earlier purchase.
These emails don’t just create the need but also send out a subtle reminder that the next purchase’s due. This email’s very effective, not to mention useful to customers.
Price drop :-
They’ve been eyeing that item, expressed interest and you send out a price drop email. Bang on, expect to see the cart move forward towards the sale. Everyone runs on a budget and your price drop email might just make room for a little bit on instant splurging. It’s a win-win situation for both. JiSu’s price drop email is a prime example of these types of emails.
One deserves some pampering on their special day. An email with an exclusive offer makes the day even sweeter. Not mention, it’s the first step towards you becoming their brand preference. According to statistics birthday emails have 342% higher revenue rate than promotional emails.
Confirmation emails after buying the product:-
By sending an order purchase confirmation email, there is a better chance you can pursue them to make another purchase. You can recommend many personalised products to your buyer similar to what he has just purchased.
Not many send these emails but they are very helpful in getting insights which you can use to improve your business process and improve efficiency. And not surprisingly, many customers actually reply to these emails because they too look forward to a good customer experience. Airbnb feedback email shows how it’s also important to keep the feedback real quick and simple.
With various products in the market, customers tend to forget about your services and engaging such customers becomes rather difficult as they are not in touch with your brand and service offerings, thereby creating a gap. Notification emails can help bridge the gap. It is a tad bit easier to engage regular customer rather than engaging newer ones. According to studies, even 5% of customer withholding results in 95% of the increase in revenue.
Thank You Email:-
Politeness and graciousness takes a person long way. So, if you induce a teensy bit of gratitude in your business it will not only enhance the goodwill of your brand but also increase customer loyalty. It benefits the company the most as it gives your customers a sense of genuine feeling expressed via email. So, the thank you email is now not just an email. It’s a medium of sending warm emotion which tugs your customers’ heart. According to HubSpot, “Thank You” emails gets high engagement levels compared to average.
Though this series of emails are still not used to its truest potential, they do hold certain significance of their own. These emails can be personalised and used to withhold your customers’ attention. These emails focus on 100% customer retention.
There are plenty of opportunities with transactional emails to get customer feedback, introduce new products, personalise and build relationships and irrespective of the industry that you are in, transactional emails are key to various locks such as generating more revenue, developing brand loyalty and enhancing your email deliverability, and your sending reputation
|Author: Kshama Doshi|
|Kshama Doshi is the content strategist at Pepipost
“She loves to write and to read mainly aristocratic romance. Any form of art inspires her and drives her imagination.” Email: firstname.lastname@example.org