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Everything You Need to Know About Transactional Emails



Email marketing is a mainstay for marketers. But transactional emails are a form of email marketing that brings marketing, operations, logistics, and finance teams together to communicate important information with customers. 

Essentially, transactional emails initiate, confirm, facilitate, and conclude transactions related to a brand’s product or service delivery. It’s a unique channel and very different from traditional email marketing.

These emails are not sent only to subscribers simply because a customer does not need to subscribe to receive them. For the same reason, customers cannot unsubscribe to these emails.

One of the most distinguishing features of a transactional email is that the receiver is usually waiting to receive it. Whether it’s an order confirmation, invoice, or shipping update, customers expect to see these emails in their inboxes and welcome them. That’s why they have an open rate of up to 85%.

If marketing emails are sent when someone signs up to be on your list, transactional emails are triggered when a customer interacts with your product or service. They are essential elements of your buyer’s journey and often contain important and confidential information.

Let’s look at what transactional emails are, how to create them, and a few examples of brands that are doing them right.

Best Practices

Transactional emails are an important part of your customer relationship. Here are some best practices to ensure the transactional emails you send are successful. 

  • Mobile. Optimize the layouts to be mobile-friendly, especially emails that have numbers and important information.
  • Security. Sensitive personal information like names, addresses, and payment details are a part of transactional emails, so extra layers of security are crucial and non-negotiable.
  • Accessibility. Always have a plain text format option so that your transactional email can be viewed, printed, and accessed easily.
  • Email address. Don’t use the same email address for your bulk marketing emails and transactional emails. Include an option to reply and arrange for replies to be forwarded to your customer service.
  • Prioritize. While transactional emails can be branded, remember that their main purpose is to inform. Keep the main message upfront and easy to read.
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Examples of Transactional Emails

1. Order Confirmation

One of the most obvious kinds of transactional emails is the all-important order confirmation and invoice. It details the items ordered, amounts, and tax information.

This is the first email a customer expects when they order a product or service, and so it must arrive in a timely manner and be clear and concise. The delivery timing could mean the difference between a satisfied and a disgruntled customer.


This should also be a highly personalized type of email, from the name of the receiver to the items ordered.

An important part of an order confirmation is an update on the next step. Can the customer track the shipment right away? Will you send an email when the order is shipped? Try to answer common questions within the email.

It’s also important to include links to your customer service, returns and exchange policy, and address in the email.

While it’s not a rule, it’s a great idea to design this email to look like part of your brand. Take a look at this email from Casper, which is a bit playful but doesn’t stray far from the main message.

2. Shipping Update

Letting your customers know that their item has been shipped is another kind of transactional message that is an important part of the purchase process. It lets your customer know when they can expect their delivery.

A shipped order is also a reassurance for customers. Keeping open lines of communication during and after product delivery shows that you are committed to good customer service.

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This cheerful shipping update email from Fitbit fits the bill (pun intended!). It has a touch of personality and creates an atmosphere of anticipation around the product’s arrival.

3. Password Reset

As consumers, we’ve often had to reset our passwords (there are just too many to remember). The focus in these emails is security and reassurance while also being easy to navigate.


When it comes to email length, these emails are best kept short – don’t be tempted to add any marketing fluff here. This is all business and no-nonsense. Don’t forget to mention any time limits or validity periods for the reset button, and make sure the call-to-action is clear and upfront. Most people only look for the reset button and won’t read the rest of the email.

This is Jet’s simple, friendly, and confident email to reset passwords, and it’s followed by a cheeky confirmation email that we love:

Transactional emails are necessary, but that doesn’t mean they have to be boring, outdated, or bare. Along with conveying crucial information, when done right, they create trust and strengthen your customer relationships. While the messaging must be transactional, that doesn’t mean it has to be devoid of personality. Like the examples in this article, being serious doesn’t mean you can’t have a bit of fun.



Best Email Marketing Practices to Generate Leads




Have you implemented email marketing in your digital strategy? If you answered no, now is the time to do so.

There are many new and innovative ways to market to your target audience, however, email marketing remains one of the most reliable and effective ways to generate leads. With the right strategy in place, you will be able to convert prospects into paying customers who truly value your brand. 

In this guide, our expert digital team at Bold x Collective discusses everything you need to know about email marketing, as well as some of the best practices that will help your business generate leads!

To preface, you always need to ensure that you do not buy into email lists. Doing so will result in prospects moving your content into the trash or ending up in their spam folders.

This also eliminates prospects’ free will of being able to opt in to emails. This starts the brand-to-customer relationship on a bad note and will result in a higher rate of opt-outs for emails. And not to mention… it is illegal!

Once you have a curated list of prospects that were gained organically through website traffic and membership sign up’s, you can move on to the next step of optimizing your email list by lead scoring. This tactic will filter which prospects are opening your emails, and which ones are worth putting more effort into.

By putting together this new refined list of prospects, your brand will be able to obtain higher conversion rates and a greater return on investment as your efforts are being focused on where it matters most. 


Now that you’ve organized an optimized list of prospects, it’s time to create the actual email. There are many tactics you can use when drafting an email, but these are some of my favorites that will really allow your email to stand out in your prospect’s inbox. 

  • Name the offer in the subject line, in a fun, intriguing way that will make your viewer interested!
  • Keep the main message and call to action above the fold.
  • Include a personalized touch by adding your name and having a sign-off; viewers love it.
  • Have a clean and concise email – no one likes too much content at one time!
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First off, having your offer, promotion or main announcement in the subject line is more likely to grab the attention of the reader as it gets straight to the point and gives them an immediate reason to look for more details. For example, when the subject line states “25% off the ENTIRE site”.

This line introduces an incentive that will be received if you choose to purchase with them, ultimately decreasing their opportunity cost. This will create the feeling of “FOMO”. Fear of missing out and entice readers to browse your website and shop. 

Along with this strategy, it is also beneficial to keep the main message of the email and call to action so that readers can see it at first glance. This means the information they first receive upon viewing the email and upon opening it without having to scroll down.

Not everyone opens every email they get and will often only view the text that shows above the fold. If that text is intriguing enough, they will seek to learn more. So now you have your readers’ attention, the contents of the email above the fold are what is going to keep their attention and be the driving source of whether they become paying customers.

This study was done on users’ scrolling and attention spans tell them that nearly 57% of users’ page-viewing time is above the fold (information that is visible without scrolling).

Therefore, they can use this information to their advantage by making sure the most important details are included above this fold. 

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Now that you’ve figured out where to put the most relevant information, let’s get into elements to include in your email content that makes it effective. My personal recommendation would be to include personalized touches such as a personalized greeting and signature sign-off.

A greeting with the contact’s name helps to grab their attention right away as they are being addressed personally. In addition to a personalized greeting, having a signature sign-off that shows the reader that there is a real person on the other end, adds to the level of authenticity that it comes across.


The more of a connection the customer creates with the brand, the more purchasing power they will have. How do they create a connection? With authenticity! 

My last tip, a very simple one, but crucial… is to keep your email clean and concise. No one wants to spend longer than they must, to read an email.

It’s important to keep things looking visually appealing, straight to the point, and summarized in an intriguing and digestible way.

By doing this, you are allowing prospects to gather just what they need to move forward with the buying process. So don’t overthink it, quality is always better than quantity!

To start your journey with email marketing, here are some of their favorite email marketing apps at Bold x Collective:

  1. Privy
  2. Mailchimp
  3. Klaviyo
  4. Active campaign

And while you’re at it, check out Bold x Collective’s blog on how you can get email marketing started for your business! Need some extra guidance and assistance with your email marketing channels? Contact their team to receive a complimentary consultation!

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