5 Common transactional email mistakes

5 Common transactional email mistakes

Posted under Transactional Email on February 9, 2018

When it comes to email marketing, the most important aspect for a business is what its customers want to see. Where content is key, businesses must make no mistake while crafting a personalized & engaging email for their customers. However, some email messages tend to have minor mistakes which can be rectified or avoided with the right practices.

Before we get into the common mistakes and the right email practices, let’s look at what transactional emails are.

What are transactional emails?

Transactional emails have become an integral part of a business. They can not only increase the revenue and customer loyalty but also reduce cost. They have eight times more open rate as compared to the traditional promotional emails. Transactional emails are also categorized as triggered, automatic, real-time and personalized emails.

A transactional email is an automated message that goes to the customer’s inbox in response to a specific action taken by the customer on a website or App.

Common transactional email uses include; signups, verification, Password reset, financial transactions, order and shipment confirmation. These emails are also used to send alerts like; In Stock, shopping cart abandonment, coupon expiry, etc.

We are living in an era where marketers send emails to increase customer engagement and businesses send transactional emails for shipping and order confirmations. Today, brands use transactional emails to build customer trust and increase their customer engagement. Transactional emails, remarkably enhance brand recognition as customers can relate to the brand since most order confirmation emails have  the brand logo and signature included in it. These emails also help businesses generate revenue.

As Richard Branson rightly says, “One thing is certain in Business. You and everyone around you will make mistakes”.

So, now that you know what a transactional email is, let us take> you through five common transactional email mistakes that can prove fatal to your business:

1. The perception that all transactional emails reach your prospect’s inbox

About 25% of transactional emails do not reach the inboxes of customers, thus, leading to a drop in the revenue of a business. Businesses should gain the maximum profit by optimizing their email reputation. If the expected transactional email, that does not reach your customers inbox, it leads to a poor user experience and additional calls into your support centre.

Don’t neglect to pay attention to the email delivery.  Spam is an unwanted and irrelevant email, sent in bulk to a list of people. Google, Yahoo, and AOL are the internet service provider (ISPs) that identify spam emails. An email is labelled as spam if the domain or IP addresses are untrustworthy or the content is suspicious.

You want to find ways to improve email deliverability by adding SPF (Sender Policy Framework) and DKIM (Domain keys identified mail) to your DNS settings. DNS (Domain Name servers) maintain a directory of domain names and translate them to IP (Internet Protocol) addresses. SPF can jot down a list of servers that should be allowed to send mail for a specific domain. While on the other hand, DKIM verifies if the email content is authentic and trustworthy.

You have to apply various filters into your workflow to improve your email reputation. Mail recipients can mark your email as spam because they don’t remember you. You must also check the “From” and “Subject” lines with a critical eye since it instantly helps the customer identify the sender. You should never link to any bad site in your email.

2. Emails do bounce and that’s OK.

What is an Email Bounce?

A bounce occurs when an email is returned to the subscriber’s server due to permanent or temporary failure of the subscriber’s email server.

Soft Bounce Vs Hard Bounce

Soft bounce means that the recipient’s email address is valid but the email message has not reached the recipient’s mail server, due to any of the following reasons.

  • The mailbox was jam-packed (the mailbox was full)
  • The server was down or the email server is temporarily unavailable, was overloaded, or couldn’t be found.
  • The message was too large for the recipient’s inbox
  • Recipient is temporarily unavailable

On the other hand, a hard bounce is when the email has not reached the recipient’s inbox due to any of the following reasons.

  • The email address is invalid or could have a typo
  • The recipient’s domain could be unknown or doesn’t exist
  • The wrong email address was provided

Soft and hard bounces are not in the same boat as soft bounces area short-term problem. Therefore, you do not need to remove email addresses from your email list, which cause short-term bounces. But you must definitely remove the invalid or non-existent addresses which cause hard bounces from your email list.

No More Bounces

Before designing flashy emails, you must focus on the email verification and email cleaning services. Your email list should not include the incorrect email ids, invalid domains or typos. If you send emails to the hard bounce ids then it certainly it carries a potential threat to your domain and IP reputation and MSPs might label you as a spammer. A clean email list enables businesses to nail down the names of their most engaged customers.

You should keep your email list clean and get rid of invalid, non-responsive and duplicate email addresses. You should also send a confirmation email to the users who subscribe to your list by using the double opt-in process.

A double opt-in means that a subscriber has actively confirmed their subscription. This is typically done by signing up for emails via a form, checkbox, etc and the second step is when the recipient responds to an automatically- generated verification email, confirming that they wish to receive emails from you in the future.

3. Why are we even thinking about Email Speed? Is it that important?

How many of us discuss email speed? We always talk about inbox rate, response rate, missing emails and emails going to spam. Missing emails may result in losing sales, increased customer calls and ultimately unhappy customers, but let’s focus on how quickly an email can reache inbox.

Here’s an image to help you understand how critical the speed of an email is for an average customer and your business.

Choosing the right email service provider (ESP) could drastically change things and significantly improve the delivery speed.

4. Why track transactional emails?

Since we are talking about tracking transactional emails, let’s get back to the basics. We all know how hard it was to track transactional emails. But nowadays, things have completely changed and flying blind to the records means losing your customers.  If you choose not to track your transactional emails, then how will you find out about the number of bounce or spam emails?

We can track different types of transactional emails by developing an insight from the notifications coming that come from the email servers.  You can derive the number of bounce emails to get an idea as to how your emails are being seen by the third party i.e. ISPs.

There are different ways to improve email deliverability. It all depends on your collected data from transactional emails. The open and click rates, on a per-user basis are enough to give the you feedback on transactional email.

5. I don’t make any revenue out of transactional emails.

It is a very common misconception. Transactional emails are not only about transactional notifications, but about a user’s account activity and a transaction. The email message can be a personalized product notification, password reminder or purchase confirmation. A transactional email includes any email triggered by a customer’s action. It could be: an action the user took directly, an action that was targeted to the user or, perhaps even inaction on his part.

With a high open rate and click through, transactional emails have high engagement levels leading to an increase in revenue. Transactional emails not only create revenue but also serve multiple purposes. From a support channel to promotional content, the real-time connections with customers, increase profits. These type of emails also build brand loyalty and leave a lasting impression on the users.

Example: An online specialty-products retailer found that 40% of its email revenue comes from transactional/triggered messages, which make up only 4% of volume. A major travel site generates 45% of its email profits from triggered messages that make up only 3% to 5% of its total message volume

How pepipost handles transactional emails:

Our email service makes it easy for business to build, send and monitor their transactional emails.

  • We provide tools to help you track real-time data, which is completely hassle free and helps in increasing your email ROI.
  • Pepipost suppresses email hard bounces as they occur and send an automated message so that you can monitor bounces at your end as well. This helps you maintain a high reputation score as a sender.
  • We use email protocols like SSL & TLS encryption to protect
    your data.
  • With Pepipost,  You can send emails using SMTP / HTTP API. It just takes a few minutes to integrate and send your first email.

Conclusion

  • Transactional emails are the face of your brand, they need special treatment.
  • Save yourself from lots of Manual Customer Handling, set your triggers right.
  • Bounce management is the key to deliver mails to inbox
  • Authentications are MUST and can’t be overlooked
  • Tracking will bring useful insights which eventually will transform into revenue
  • Cross promotion is a serious business, take it seriously
  • Involve Marketing into your Template Creation & Trigger formation Strategy.

If you are looking for a transactional email service that provides high speed of deliverability and best inbox rates at a affordable cost, do give us a try! Visit Pepipost.com now and explore our features.

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Hi there. Thanks a lot! Useful article!.

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