The key components
A transactional email must have three key components: it must be triggered automatically by a contact doing something, or something happening to them (for instance, getting an email from Facebook to let them know someone commented on a post), it must be sent only to them, and it must be personalized. However, these are merely the rules that indicates which emails are considered transactional and have no bearing on the actual design of the email. If you anticipate needing to send multiple transactional emails, it may be best to have a template designed so that your branding is already applied to any communications you may need to send. The ability to send personalized emails automatically is one of the time-saving features that marketing automation software offers.
Some things that you may want to include in the design of your transactional email are a logo, social media account icons, your address, and contact information. While the personalized content of the email is the most important part (it defines that the email is transactional, after all), these small flourishes can help you establish brand awareness in a way that seeing the name of your company in any given mail client cannot. Some mail clients cannot render HTML so if you have any images make sure you provide alternate text so that people get a description of the image if they are unable to see it.
Insofar as the actual content, it should be as short and to-the-point as possible. This barebones approach allows you to ensure that the majority of a contact’s focus is on your branding or any other additions you may have made. Some retail companies, in recent years, have started issuing receipts solely electronically, which is an interesting progression of the concept of transactional emails. In these cases, a company doesn’t need to prioritize brand awareness as much because you’ve already physically shopped there, but including additional ways to reach out helps extend the conversation after the initial purchase.
Despite their wide-spread use, there is no perfect format for a transactional email, likely because of the various applications that the concept can be used for. Experiment with sending different kinds of emails to different clients to find out what works the best for you, whether this means repeat business, website traffic, or social media followers. By adding transactional emails to your company’s communications repertoire, you will establish yourself as being willing to take an extra step to ensure that your contacts get the best and most convenient experience possible.
Transactional emails have existed for quite a while, but they still are not being used at their full potential. With more and more businesses taking the digital route, either out of environmental concerns or simply because it is easier, transactional emails will only continue to see increased usage. Thanks to the rise of marketing automation platforms, it is easier than ever to jump onboard the transactional email train and spread brand awareness in a simple and unobtrusive way. In the modern, advertising-heavy age, zero-sell techniques – the simple sharing of relevant information, with no expectations of contact conversion – are gaining in popularity. If there is one communication type that fully embodies this approach to marketing, it would be that of the transactional email.
When it comes to creating and sending transactional emails, marketing automation software is an incredibly useful tool in that it enables you to automatically send personalized communications based on any provided information as the result of certain interactions. Marketing automation software allows you to dynamically send transactional emails from preexisting templates provided from the inline editor. A workflow can be arranged so that an email can be sent to an individual whenever they interact with a form, survey, or any other type of communication in a certain way. Transactional emails can also be sent whenever someone updates their contact information or clicks on a certain link – with marketing automation, the possibilities are nearly endless.