A satisfied and confident customer is a customer who is likely to stay loyal in the long run. Among the different means for the company to maintain this relationship, the transactional email is redoubtably effective. Less noticed that his cousin email marketing, it helps to maintain communication between the client and the brand, to enrich and strengthen this link. Let’s go together the basics of this indispensable transactional email.
What is a transactional email?
A Transactional Email is an automated email, sent in real time to one person by a company, after the latter has carried out a precise action on its site or its application. It is therefore sent only according to the activity of the user.
This email will usually relate to a transaction carried out (purchase confirmation, ongoing control, etc.) or an activity on the user’s account (password change, modification of payment information, etc.) It will facilitate the user’s path in the sales funnel and bring him the necessary information to follow his purchases as his actions.
Transactional email and email marketing: what differences?
Although we sometimes make the amalgam between the two, it is important to differentiate these emails.
- The transactional email has an informative purpose, and results from an action or demand by an individual. Email marketing has a commercial purpose since it is used to communicate promotional information and content (offers, new products / services, etc.).
- Transactional email is sent to a specific individual depending on the action that the action has performed, while email marketing is sent to a list of targeted contacts.
- Transactional email does not require the explicit consent of the sender to be sent because it results from the action of the sender. On the other hand, email marketing can not legally be sent if the recipient’s agreement has not been given beforehand.
- The unsubscribe option of a transactional mail is not proposed, while it must be for marketing mail.
Although the transactional email and email marketing are different, they both involve a customization of the message. In addition, it is strongly recommended to send them separately, using an email address or a separate domain name.
The main types of transactional emails
The emails related to the purchase and its follow-up
The email follows a purchase made by the recipient. It may be an invoice, order confirmation, delivery status, reservation confirmation and information relating to it, etc.
Emails related to registration
When the user is part of a site or creates an account, he must receive a message confirming the action carried out and welcoming him to the passage. Here, do not forget to use the double opt-in.
Emails related to an update
User-side: The recipient is informed of the update of his account or any modification (reset password, email address confirmation, update of account information, etc.).
Side Brand: Transactional email can also concern changes made by the company concerning for example a restructuring, updates under the conditions of use, legal changes, modifications on privacy policy, etc.
Transactional email has all its place in the strategy of a company than email marketing. This is something that the user is waiting, which explains why the opening and clicking rate is much higher with this type of email. Nothing prevents you from taking advantage of this benefit to place in your message and, appropriately, links to products / services that may be of interest to the recipient.
Transactional email is a tremendous opportunity. It allows building, maintain the relationship between the company and each of its customers, but also to optimize the experience of these by communicating with them, informing them, by accompanying them and reassuring them.
