Emails are not only sent by marketers. They are also used by big brands, companies and organization.
If you are marketer or want to know all about email marketing then you can read Email Marketing(The Ultimate Guide).
Transactional Emails are very important to businesses. Transaction emails are mostly used in E-commerce business.
What is Transaction Email ?
Transaction email is a type of automated email sent between sender and recipient.
These emails are different from marketing emails because it triggered by events, interactions, or preferences within service or application rather than by any marketing campaign's. For this reason Transaction Emails are also known as Triggered Email.
These emails are used to fulfill the marketing need by recovering any abandoned cart or reactivating inactive users, these emails are mainly used to provide updates to users.
These are not promotional email which are bulk distribution of same marketing message to many recipients simultaneously, transactional emails are personalized and typically sent one at a time.
Use of Transactional Emails
These are used in various forms and we will discuss in detail so that we can understand in depth :
Receipt and Confirmation
This is simply understood by name transaction that it related to receipt and confirmations. These emails are sent when you have done any transaction, which is why these emails are called transaction email.
When customer receive an email containing information about a purchase they've made online. It is usually an order confirmation or receipt.
Confirmation emails don't just have receipt they are also new account signups or it verify new account registered with some websites or applications.
Explicit Requests
These emails contain information explicitly requested by users of any application or services. These requests are typically urgent, meaning users expect these emails to arrive immediately. Most common example of explicit email is password reset.Account Related Alert
Emails that aren't explicitly requested by users but are triggered based on changes to their accounts are considered account related alerts.
Emails which remind customers of overdue invoices or failed payment attempts are example of account related alerts. These types of transaction emails keep customers informed of billing issues.
Without these emails customers will not be aware that there were problems with payment processing. Sending emails give customers a information to update their billing information if their accounts are at risk of being deactivated.
Other examples, changes to password, changes to emails address, log-in attempt notification, trial expiration notes, or other issues in account.
Netflix, amazon prime send these type of emails related to bill, log-in attempts, etc.
Behavioral Triggers
Behavioral emails are more marketing focused of transaction email type because they are used to increase customer loyalty. Users will receive emails when they achieve some kind of milestone or met certain conditions.
One example of behavioral email is when they create new account they get welcome emails.
Sometimes when customer left something in their cart and haven't finished check out, they can receive an automated email reminding them of the items they've left behind. Abandoned cart emails can be sent anytime within few hours or everyday or week. They sometimes include special offers to encourage customers to complete their purchase.
Reactivation emails serve a similar purpose. When users haven't interacted with an application for a length of time. Sometimes user signup for new service but never used their account, they can receive emails to encourage them to login again and complete the process.
Event Driven
These types of emails are similar to mobile phone push notifications, but they happen via email instead. Event driven emails can be used to alert users of a wide range of activities, including comment notification, event reminders and shipping updates.
Event driven emails can let users know when they have a new message or that they have a tag in a social media post. They can also alert users that a package has been shipped or delivered, or that they have a meeting to attend soon.
Summaries and Digest
Instead of receiving individual emails for every notification, some user prefer an option to combine them into groups.
Summary or digest emails include a log of all the events that have occurred during a specific time frame, such as account activity or comments, and are sent to user at specific interval of time, daily or weekly or monthly.
Summaries and digests are useful options for users who don't want to miss notifications about activities that are important to them but don't to rush in their inbox with email for every occurrence.
Referrals and Invitations
Many services provide a way for users to invite their friends or colleague to create an account by sending referrals and invitation emails.
Instead of using their email application to send an invite, users can enter their friends email addresses into a form and the service will send the invitation emails on their behalf.
Referral emails work the same way, but the difference between referral emails and invitations is that referrals are usually incentivized with a benefit for the sender and sometimes the recipient as well. Example is account credits and gift cards.
Support and Feedback
Communication is essential to positive customer experiences. If a customer submits a support request but does not get a confirmation that it was received, it can be frustrating.
Additionally, if a support team does not receive the request promptly, the response time can be delayed, which would not only frustrate the customer but the support team as well.
Support-based transactional emails help both sides by aiding the communication process and notifying each party of status updates.
Conclusion
Weather it's a small team with mobile application or robust e-commerce company with thousands of products, transactional email can benefit all types of businesses and its customers as well. It can increase revenue and engagement through behavioral triggers.
Transaction emails is the ultimate source to help your business to stand, so start using these emails for your customers.
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