5 Transactional Email Best Practices Enterprises Should Follow
April 9, 2018
Of late, transactional email has caught the attention of many businesses as a way to engage and build credibility in the eyes of its customers. It has a very blurry difference from the conventional marketing method – the difference is so minute that businesses often get confused about when it is appropriate and when it is not to send these emails as against conventional messages.
Whether you are new to transactional emails or a seasoned professional who is keen to learn about the latest best practices in transactional emails, read on to find out.
Provide Clear and Personalised Details
Transactional communication, be it SMS or emails, is all about communicating the details properly. So, it is crucial to include all the details relevant and specific to the individual recipient.
For instance, if you are sending shipping confirmation, it should include everything from the product ordered and quantity to the address to which it has been shipped to and shipping order number for reference. Such emails would turn out to be a let-down if it had been a bland message like – ‘Your order has been shipped’ without any details.
Irrespective of whether it is a password reset message or shipping confirmation, make sure to include every detail that the recipient wants to know.
Address the Recipient by Name
It’s important to make a personal connection with the recipient. So, include a salutation in each and every transactional email that you send to your customer. This personalisation is important in such emails as it confirms your relationship with your customer and makes him or her more comfortable with the details of the transaction.
Address the recipient by name wherever it’s appropriate as this is the kind of touch that can make a great difference. This goes a long way in enhancing the customer experience. By gaining a deeper knowledge about your recipients, the messages can be crafted to be more useful and smarter for the individual.
Use a Trustworthy Sender Name/Id
In a transactional email, the sender’s name is as important as the content of the message. The sender or ‘From’ name can assure the recipient that the message is coming from the right person or company.
Instead of using abbreviations or vague names, use the brand(or related) name so as to convey the credibility of your brand to the customer. This consideration is to know if the recipient has simply trashed the email without even opening it to see what it is.
Monitor Open and Delivery Rates
Almost all marketing teams closely monitor the outcomes of their marketing campaigns, but it’s not the same case with transactional emails. However, it’s equally important to monitor the results of these emails as well.
For instance, there are chances that these emails could go straight to the spam folder. This may happen due to the presence of some kind of content in them, affecting the delivery. You might never realise this problem until the time a customer notices it and informs you. This is why it is crucial to review the delivery statistics and monitor open rates on a frequent basis.
If at all you happen to notice some kind of unusual statistical graphs, you can dig deeper to check if you made any changes recently that could be affecting the delivery.
Include a Reply to Address of Your Company
The best practice is saved for the last and is the most obvious as well. And this practice is as simple and straightforward as including the contact details and mailing address of your company. This ensures that your customer can reach you in case he has any query. For all email communications, it is highly recommended to include all necessary contact the details in the email footer. This will not hurt the deliverability of emails in any way and it helps build brand loyalty among your customers.
Transactional emails may seem as “not important” by many teams, but you can surely drive actions through them. Emails of transaction/triggered type are opened more frequently and produce more revenue when compared to promotional emails.
Get in touch with the Pepipost team to know how you can leverage transactional emails that differentiate your brand from your competitors.
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