Email marketing is still one of the most lucrative channels in Ecommerce and you should definitely...
Transactional and marketing emails
Marketing email: Promotional email with marketing message - promo offers, abandoned cart, welcome campaigns,
regular newsletter. These types of emails must contain an unsubscribe link.
Transactional email: Email that follows a customer's activity and is mainly informative - information about the
receipt of the order, sending the order, invoice, double opt-in, confirmation of registration, information about service
failure, etc. This type of email does not have to contain an unsubscribe link.
Difference between transactional and marketing email
When emailing is mentioned, most people think of promotional emails full of discounts and special offers. However,
individual emails can take several forms, which do not always have to be just marketing. Another large group of
emails are transactional emails, for example. You will find out what these emails are for and what the difference is
between them in our article.
Marketing emails, in other words also promo or promotional emails are used primarily for commercial purposes.
They are usually used to build deeper relationships between the brand and customers. Personalized emails are sent to
specific target groups and their greatest effort is to attract the customer. Typically, these are product and service
promotions, discounts, loyalty offers…
Transactional emails, on the other hand, communicate with customers based on their activity. Therefore, customers
can expect them after the start of an action and serve as a source of information for them that the requested action
went well. In practice, it is mainly about confirming the order, creating a customer account, sending goods, delivery
information, sending an electronic invoice, payment reminder or password reset. These are therefore emails with
relevant information that the customer himself requires. Therefore, they naturally have a higher success rate of
openness and clicks. However, this does not mean that the brand can afford to ignore these emails. On the contrary,
it is a key part of the email strategy, and while it may seem that their structure may remain the same for several
years, the opposite is true. It is necessary to regularly check whether the email is still displayed correctly, whether it
still corresponds to the overall communication of your brand and whether the algorithm within the spam has not
changed and your email does not end up in spam.
Tips for successful transactional emails
If you want your transactional emails to provide a great experience for your customers and achieve the desired
business results, don't rely on your customers to report errors to you. Instead, set up a regular review, which should
preferably take place every 3 months to make sure your emails look great, work, and keep up to date. For emails
that give you the highest return, regular checking is recommended even more often. If you do not pay enough
attention to this inspection, there is a risk of delivery of bad non-functional emails, which will affect your relationship
with customers and their view of the brand.
Transactional emails are a sign of reliability and trustworthiness. If the customer is dissatisfied with the communication process, they will probably no longer want to communicate with the brand in any way. Conversely, proper setup and automatic sending of important messages can turn a one-time visitor into a regular and loyal customer.
Another tip is to use different senders separately for promos and transactional emails. This is an advantage
especially in a situation where you damage the reputation of one sending domain. The second domain will not be
affected and you will not spoil the delivery.
There is no need to be overly creative in creating content and inventing objects. Express yourself directly and state
in the subject what email it is. In most cases, you are guaranteed to open an email, as the customer usually wants to
check the accuracy of the data and their order. Therefore, you prefer to leave your creativity to marketing emails.
In the event that the customer needs to solve a problem with you, it is not recommended to use addresses that
cannot be answered in transactional emails (eg firstname.lastname@example.org). One-way communication does not make a
good impression and thus reduces your credibility and the customer's effort to establish communication
Tips for successful marketing emails
For marketing emails, it is good to respond in real time to current events. It is also good to have all communication
consistent and harmonious. You are guaranteed to get extra points in promo emails if you use personalization
correctly. It always works better for everyone if you call them by name at the beginning! You'll also get customers'
attention by sending them, if possible, only the content they really care about, which will make emails more open and
interact more often.
The second important factor is time. Emails should be sent to customers at a time when it is easy to reach
them and they will find a moment to email them. This aspect is very speculative and there will be a different time
frame for each brand and product. In general, however, it is good to send emails in the morning and especially on
weekdays. But again, it's very important to think about what you're selling to and for whom. If you sell office supplies
and your target audience is to be clerks, it pays to send them an email in the early morning when they come to work
and start reading the emails. But if you sell leisure aids, it is better to send customers an email until the evening when
they return from work and have time to deal with other activities. Alternatively, marketing automation tool algorithms
that manage the ideal time to predict can help you with this.
Another guaranteed tip is to place great emphasis on the subject of the email. As this is the first thing a customer
sees, a bad choice can have a big impact. The subject should be concise, original and interesting to attract the
customer so much that they will need to open the email and read it. For example, a call to action that encourages the
customer to a specific activity has a good effect on the subject, and he then has a greater tendency to do so. Numbers
or the loss effect, where people feel that they could lose something, are also a proven trick.
You should never forget that a transactional email must be delivered under any circumstances.
Make sure your domain is up and running.
Transaction emails should be mainly informative and should not be sent in order to deliver marketing messages.
Marketing emails, on the other hand, should be creative as they try to engage the customer. Try to personalize and adapt emails according to the needs of the individual.
No matter what type of email you start, never forget that the right email must meet:
"The right content, the right person, at the right time and through the right communication channel"