Related terms

• Attached
• API (Application Programming Interface)
• CRM

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Transactional email

Transactional emails are a type of message sent automatically after a user takes an action, typically following a purchase in an online store or as a notification for tracking a package. It is a GOOD practice to use them not only as simple notifications but also to enhance the customer experience.

How do they differ from newsletters or campaigns?

Within email marketing, you'll find transactional emails, newsletters, and commercial campaigns. Each of them has different purposes and meets different needs. Transactional emails are generated automatically and directed to a single user, while newsletters and commercial campaigns are mass communications (though they can also be personalized).

For example, when a user registers to make a purchase, they receive a transactional email with their account information and a summary of their purchase. A few days later, they receive a newsletter with company updates to get to know the brand better, and sometime after that, they receive a commercial campaign showing related products or promotions to encourage another purchase.

Why is a good idea to incorporate transactional emails into your email marketing strategy?

Transactional emails can be valuable tools for customer retention. This type of email enhances the user experience and, therefore, the brand's perception because it delivers something the user needs and is waiting for, immediately.

Transactional emails save time as they are automated. They also allow you to attach files because they are personalized, which doesn't negatively impact deliverability.

Moreover, they improve conversion rates. Transactional emails are expected by the user, so the open rate is very high, and they are usually read through to the end. This presents an opportunity to include promotional actions like complementary products or exclusive discounts, significantly improving results.

In summary, these types of emails offer a great opportunity to enhance the customer experience and drive more sales.

What types of transactional emails are there?

• Welcome Email: These emails are used when a user creates an account or registers on a website or application. They can be used as a guide to help the user make the most of their account.
• Account Changes: Any modifications or updates to account data (such as resetting a password or adding a new email or phone number) trigger a transactional email for security reasons. It's advisable to include an option for the user to report if they didn't make the change.
• Abandoned Cart: This involves sending an email to a user who has gone through the entire purchase process but, for some reason, doesn't complete it at the last moment. After 12 to 24 hours of abandonment, remind them that the products are waiting for them or inform them that the items are running out, creating a sense of urgency to encourage them to complete the purchase.
• Purchase Confirmation: Includes all relevant information about the user's purchase to ensure everything is correct. You can add some frequently asked questions about package tracking or invoice downloads. You can also include an option for the user to recommend or rate your store, capitalizing on their satisfaction with the purchase.
• Tracking order: A good experience not only involves knowing the status of the order but also confirming that it will arrive on time or preparing for possible difficulties, such as no one being available to receive it or the need for a return.
• Reservation Changes: When dealing with a service with a specific date, such as a flight reservation, it's necessary to inform the customer of any changes and what actions they can take in response to the modification.
• Service Limits: Notifying the customer that their free trial is ending or that they will lose some features is a way to encourage them to subscribe, renew, or upgrade their service. This demonstrates that you care about retaining them as a customer and increases the chances of boosting sales.