transactional emails they are electronic that are sent automatically, usually as a result of some interaction between the client and the company. For example, before or after a purchase. To qualify as a transactional or relationship message, the email must have as its primary purpose “to facilitate, complete, or confirm a business transaction.”
Why you should use transactional emails
The effectiveness of these email campaigns is generally higher than manual newsletters, with the advantage that they are automated and do not require attention after launch.
The primary purpose of a transactional email is convey information related to the action that caused it. Due to their high open rates (51.3% compared to 36.6% for email newsletters), transactional emails are the best opportunity to generate commitment by customers: to start or extend the email relationship with customers or subscribers, anticipate and answer questions.
3 key aspects to send a transactional email
Therefore, transactional emails are automated emails that are sent based on 3 aspects:
- Actions (or lack of actions) of users. For example, if you buy a product (or do not access the online store for a long time).
- User and product data. Prices, offers, stock or non-stock, user location, etc.
- Decisions of the optimal period for communication, if we send in real time (for example, as soon as you leave the online store) or with a short delay (as in search abandonment – 2 hours) or in a specific period in case of recurring purchases (diapers, hygiene products, etc.) .
Objectives of transactional emails
The main objectives of marketing with transactional emails are:
- Save costs
- get the greatest coverage possible of users
- increase our sales guiding users of the online store to finalize the purchase
- Customer loyalty generating recurring sales
- To interact with as many users as possible in a personalized way
- integrate them once and they work automatically.
Advantages of transactional emails
Higher open rates
If we compare them with other classes of email within the concept “”, transactional emails have seven times higher open rate than the rest, and quadruple the click-through rate compared to other types of emails. But the most important thing about transactional emails is that they achieve an average of 600% more sales than those achieved with traditional campaigns or mass mailings.
That is, transactional emails get:
- Open Rate x 7
- x4
- +600% CR
Abandoned Cart Recovery
The main transactional and most used email today is the “abandoned basket recovery” email: the abandoned basket It is basically when a user adds a product to the basket and leaves the online store without having completed the purchase.
The use of these eMails in the recovery of abandoned carts also yields interesting data:
- ~ 7% of users add products to cart
- ~60% of them, however, leave the online store without buying
- A good abandoned basket solution recovers ~30% of them
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