How to create a transactional email that converts

Promotional emails may be the golden child of email marketing, but the often neglected transactional emails are the ones that generate more click rates when compared to promotional emails and are also the important ones. Mainly because customers are actively seeking them. Hence, it is important to utilize these emails to your advantage and increase your brand recognition.

Types of transactional emails

The main types of transactional emails are :

1. Welcome emails.
2. Confirmation emails.
3. Notification/reminder emails.
4. Password reset emails.

Welcome emails :

Welcome emails are some of the first emails that your client receives, hence make sure that they are warm and well, welcoming. A good welcome email should have the following :

• A brief description of the services offered. Provide the user's account details.
• Have a double opt-in feature to prevent any future bounces.
• Offer help and support resources.

Welcome emails are the first point of contact with the customers and hence it is important to make sure that these emails aren't too wordy.

Confirmation emails :

Confirmation emails are the equivalent of the acknowledging nod you receive when you purchase at a store. You know that you have made the purchase and you leave the store satisfied. Similarly, confirmation emails should be sent promptly as your clients will be expecting them. Things to keep in mind when you send these emails :

• Mention that the order has been placed.
• Give the details of the order along with the receipt.
• Make sure to present the customer information along with the payment method.
• You can also display frequently purchased items with the order.

Notification emails :

Notification emails could be the social media notifications or bill reminders that users receive regularly. When you send these emails, keep in mind the following things:

• Keep them simple and to the point.
• Make sure that they are non-intrusive, however, send them at regular intervals.
• Include visible CTA buttons to encourage the customers to take action.

Password reset emails :

Password reset emails are one of the important emails you send your customers. The emails should reach your recipients on time to keep the transactions smooth.

Ensure that you include the following when you send these emails :

• Address the person by their name to make it more personal.
• Give the necessary CTA button or the password itself and make it prominent.
• Mention the validity of the link or the password.
• Provide a link to the support team.

Things to keep in mind while sending transactional emails

From the above-mentioned points, you would have gotten an idea of how to optimize your emails according to your needs. There are some general points you need to consider before sending these emails. 

Email style:

• Ensure that your emails are well-structured and have proper formatting. Give a catchy headline and include your brand name. Branding keeps your customers aware of your products and services, in turn, increasing their engagement.
• Use bright and prominent CTAs.This way, the customers find what they are looking for easily. This creates a sense of urgency compelling them to address the task instead of putting it off for later.
• Use ample graphics to engage your clients, but do not overdo them as it will overshadow the message sent.

Email content :

• Have a clear, informative subject line.
• Personalize the emails by mentioning the client's name. 
• If you are going to add time-sensitive information, it is best to mention the exact date and time. This will ensure that the user gets the work done on time.
• Give direct links to the intended pages.
• Mention the contact details of the support team. You can also mention the support personnel's name.
• You can even give an option to receive feedback from the recipient in your order confirmation to get a real-time response.
• It is also advisable to check if the content is optimized for usage on all devices.

Finally, it all comes down to what best practices you follow while sending the emails. Making sure that you authenticate your domains and have a clean mailing list is important to get your emails delivered to the intended accounts. Keep track of your email performances and update their performances to get maximum engagement.

Find new ways to get the maximum benefit from your transactional emails and improve your services.