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How to Write Transactional Emails: Best Practices and Examples

Email marketing is a preferred method of customer contact for many companies and studies show that it has a positive influence on customer loyalty. In fact, emails prompted prospects to visit stores and recommend the brand within their community of friends and family.

Basically, loyal customers are keen on company information and view email marketing as a means of gathering this information. Getting loyal customers is all about nurturing the relationship by personalized, segmented emails that provide value and the opportunity to get in touch easily.

Once you have loyal customers and a winning strategy to build loyal customers, the next step is to master transactional email.  Make sure you always add an email signature so that your loyal customers have a way to reach out should they need to. Here is a guide on how to write transactional emails: best practices and examples.

For starters, what are transactional emails? Transactional emails, also known as triggered emails or automated emails are real-time response emails that are often in response to a client or prospect action.

Though transactional emails are designed as an automated response, if done correctly it also provides a great marketing opportunity and helps project the brand in a positive light.

The fundamental difference between a transactional email and a marketing email is that a marketing email is designed to onboard or retain customers while a transactional email is in response to a brand contact.

In other words, a transactional email is built on a connection. So, it is important to be mindful of the best transactional email practices and examples to ensure your brand gets the maximum mileage from this.

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When drafting a transactional email, start with a checklist of scenarios where a transactional email is a fitting response. If there is a confirmed purchase, password reset request, order and shipping details, referrals, events, feedback, or any new updates of a company, a transaction email is used.

Though these are the more common instances, maybe your business has more transactional email scenarios, establish them all. Once you have established this do the following.

Start from the information

Whenever you send a transactional email, give people the information they are looking for in this email. Often these are action-based requests, so you want to ensure the response time is quick. When sending a transactional email, your message should clearly identify the 3W’s — ‘who’, ‘what’ and ‘why.’

Add a company email signature

There are plenty of great email signatures and free email signature generators online. Do your homework and pick the one that is best for you.

An email signature will allow your customers to click through and explore more about your brand. Also, transactional emails are often no-reply emails, so an email signature will provide a way to get in touch should your client choose to do so.

Write right

While a transactional email is automated it does not have to be robotic. Do not make your emails too formal. Use a professional and friendly tone to ensure your clients feel the email is catered to them rather than a mass message.

Make it short, succinct, and less robotic. This will ensure your brand personality is consistent across all emails.

Don’t ignore security

You should protect your brand and provide security at all times. Particularly when you are sending out transactional emails in response to purchases and things like password requests you want to make sure you maintain email security standards.

Make sure your transactional email platform is protected and equipped to handle sensitive information like your website.

Personalize the email

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A personalized email does not have to be impersonal. Design your template so that it uses a name, history of customer etcetera. This gives your customer a feeling that you have invested effort in their interaction with the brand and it contributes towards their brand loyalty.

For example, if it is an order confirmation cart or a password reset email, integrating their name somewhere will give it a personal touch.

Use automation

If you are building a business or have an established business, chances are you hope to send out many transactional emails per day or are already doing so. In this case, an automated transactional email software will ensure this aspect is well managed and you do not lose any customers because you failed to adequately address their queries in time.

Below please find a few templates to help you understand transactional emails and how you can draft them. Always address the 3 Ws who, what, and why.

Sample 1: An order confirmation

Subject: Your X (List the order number – why) order is confirmed!

Dear X (insert name – who),

Thank you for ordering from X (name of company). Here is a summary of your order.

List all the relevant details here (insert list of items, billing information, delivery status, and date – what).

Include an option to reach out, as chat support integrated to an email signature. This will personalize and provide a way to reach out should the order have any issues like the wrong item, not deliver in time etcetera.

Sample 2: Customer feedback

Subject: You make us (who)

Dear X, (insert name)

*You can create a banner with the following message: (what)

Thank you for being a part of our X (company) family

We are grateful to have you as a customer. You make us and you can help us grow. We’d greatly appreciate it if you could take out a few minutes to answer our survey.

*Add an incentive like a gift card or access to a special promotion to encourage feedback:

Submit this by X date and get a surprise! (why)

*Add an email signature so that your customers have a way to reach out should they choose to.

Sample 3: Password reset

Subject: Password reset (why)

Dear X, (insert name – who)

We got a request to reset your password. Please ignore this email if you did not make a request. If you did make a request click on the link below to guide you through the process.

(insert link – what)

*Add an email signature to authenticate your message and to insert a way for your customers to reach out should they need to inquire about something or report suspicious behavior with their account.

There are other instances where you need to use a transactional email as well. Keep these tips in mind to make sure you draft a winning transactional email for all scenarios and keep your customers engaged and happy.

Senders believe transactional email boosts customer engagement by 82%, customer retention by 80%, and customer conversion by 72%. Take transactional emails seriously and enjoy the benefits they can bring.

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