What It Is & Why You Need It [+Examples]

Transactional emails are like a secret weapon in your e mail advertising arsenal. 

Since they’re despatched in response to buyer requests, they’re each well timed and tremendous related. So a lot in order that the recipients typically sit in entrance of their screens ready for the e-mail to come back in. 

Talk a couple of captive viewers!

To be sure to’re taking full benefit, we’ve created this entire information to transactional e mail. We’ll clarify precisely what it’s, go over a number of the greatest practices relating to strategic sending, and supply examples of several types of transactional emails.

Read on to be taught:

  • What are transactional emails
  • Difference between transactional and marketing emails
  • Best practices for using transactional emails
  • Transactional email examples
  • How to set up quick transactional emails in GetResponse
  • How to set up transactional emails in GetResponse via SMTP or API
  • Transactional email FAQ
  • What’s a transactional e mail?

    A transactional e mail is an automatic message, usually triggered by a transaction or a consumer’s exercise.

    The commonest instance of a transactional e mail is an order affirmation. Here, a buyer locations an order, and the corporate sends an e mail in response. You obtain loads of these your self each time you buy one thing on-line. 

    Other examples embrace password resets, delivery notifications, and extra.

    transactional email examples by GetResponse

    Transactional emails are anticipated as a result of they carry the data the recipient has particularly requested. What is extra, they’re well timed: a consumer expects to have the ability to reset their password instantly upon sending the request.  

    The distinction between transactional and advertising emails

    The greatest distinction is {that a} transactional e mail is reactive, whereas a advertising e mail is proactive. The first is distributed in response to a selected question, while the latter needs to be arrange in such a method that it reaches the consumer at precisely the fitting time with out being unjustified.

    Another distinction is that transactional emails are despatched to just one recipient and usually comprise account-specific info. They additionally don’t usually embrace an unsubscribe hyperlink. Marketing emails, alternatively, are normally despatched to a big record of shoppers on the identical time and are required by legislation to incorporate a mechanism that enables recipients to unsubscribe.

    As a fast overview, right here’s a listing of normal emails and whether or not they’re thought-about to be transactional or advertising: 

    Order affirmationTransactional
    Password reset requestTransactional 
    Sign-up affirmation or welcome e mailTransactional 
    Shipping notificationTransactional
    Feedback requestTransactional
    Abandoned cart reminderTransactional or advertising
    Special provideMarketing 
    Link to a weekly weblog publishMarketing 
    Sale notificationMarketing
    Product suggestionMarketing 

    Related:1. What is e mail advertising?2. Best e mail e-newsletter software program (reviewed)3. Guide to ecommerce e mail advertising

    Best practices for utilizing transactional e mail

    Since transactional messages are despatched in response to buyer actions, they usually have a better open price in comparison with typical advertising emails. This creates an enormous alternative to interact together with your clients. To show you how to take advantage of it, we’re glad to current  5 greatest practices for sending transactional emails:   

    1. Add a private contact to your transactional e mail templates

    The one-on-one nature of transactional e mail presents you with the chance to attach with clients on a private stage. 

    This could be so simple as together with the shopper’s identify within the physique of the e-mail. A transactional e mail with a personalised buyer’s identify will get 6x times extra distinctive clicks in comparison with comparable emails with out a identify. 

    You may also use participating content material or compelling copy to boost your templates –  transactional emails don’t should be boring! Check out this delivery notification e mail from MeUndies, for instance: 

    From a utilitarian perspective, it will get the job executed. It lets the shopper know that their package deal has been shipped and even contains the monitoring quantity. But the daring design and cheeky Haiku stand out in a sea of boring emails, breaking by way of the noise and making a reference to the shopper. 

    2. Use the chance to cross-sell related merchandise

    This is one thing you’re probably aware of if you happen to’ve ever ordered something from Amazon. Many of their order affirmation and delivery notification emails comprise personalised suggestions for different merchandise on the backside. 

    Amazon uses confirmational transactional emails to cross-sell some of the relevant products

    Of course, there’s a purpose Amazon goes to such nice lengths to search out simply the fitting merchandise to advocate — it really works. In reality, a latest research discovered that the very best transaction charges have been present in emails that included personalised upsell or cross-sell picks. 

    This doesn’t simply apply to order affirmation emails. Product suggestions are efficient in any kind of transactional e mail. For instance, password reset emails that included cross-sell gadgets have a 93% greater transaction price than these with out. 

    Your firm can mimic this technique by utilizing the next knowledge factors to search out merchandise that specific clients are more likely to be interested by: 

    • A product the shopper checked out and/or added to their cart
    • A product or a product class the shopper purchased from you lately
    • A product your customer added to their want record that’s now again in inventory

    3. Avoid operating into hassle with anti-spam legal guidelines

    There is a myriad of legal guidelines throughout the globe that regulate the sending of economic messages. 

    The U.S. CAN-SPAM Act, for instance, covers bulk messaging together with some other e mail messaging that’s meant to advertise a product. 

    While transactional emails aren’t despatched in bulk, exempting them from the legislation, they do typically comprise promotional materials (just like the aforementioned cross-selling). To keep away from penalties from the Federal Trade Commission, which oversees the legislation, there are some things you are able to do. Some of the most effective practices can be: 

  • Make certain to explicitly state the aim of the e-mail within the topic line. For instance, “Your ABC order confirmation” or “Shipping notification for XYZ product”. 
  • Ensure there’s considerably extra transactional content material within the e mail than promotional content material. 
  • Verify that each one the transactional content material comes first, adopted by any promotions. 
  • 4. Send transactional emails instantly after buyer actions

    Most of the time, nobody will know if you happen to ship your advertising marketing campaign e mail just a few hours later than deliberate. However, since a transactional e mail is distributed in response to particular actions, somebody is ready for it. 

    If a buyer requests a password reset, for instance, and so they don’t get an e mail till the following day, you’ve probably misplaced a sale. The identical goes for order confirmations. Customers typically verify instantly for affirmation emails to ensure all the things went by way of appropriately. 

    If they don’t obtain it instantly, they could attempt to buy once more or really feel the necessity to contact customer support — both method leading to a nasty buyer expertise. So it’s vital to ship transactional emails instantly and one of the simplest ways to do that is thru an automatic e mail. 

    One possibility is to make use of the GetResponse transactional e mail service that means that you can use API or SMTP-triggered transactional emails to ship notifications and preserve clients up-to-date with their purchases.

    5. Optimize transactional e mail for all gadgets 

    More than half of your recipients will open your emails on mobile devices so it’s vital to optimize them for all screens, not simply massive desktops. One of the most effective methods to do that is by constructing mobile-responsive emails.

    Mobile-responsive emails will look good on each smaller and bigger gadgets. And because you’re constructing and sending only one e mail (that’s optimized for each varieties of gadgets) it gained’t be an issue in case your subscriber chooses to open your message utilizing completely different instruments.

    Check GetResponse Email Creator for quite a few mail templates that look good on all varieties of gadgets with out having to jot down a single line of code!

    Examples of transactional emails

    From account notifications to assist requests, transactional emails actually run the gamut. They could be an efficient asset relating to pressing buyer communication relating to account administration, billing info, on-line transactions, and quite a few varieties of well timed notifications.

    Transactional emails are available so many shapes and measurement that it’s difficult to regulate each single one among them. Instead, let’s check out 5 of the most typical varieties of transactional emails. 

    1. Order affirmation e mail

    An example of an order confirmation email by Bed Bath & Beyond

    Order affirmation emails are some of the vital transactional emails you’ll be able to ship. They let the shopper know that all the things went by way of appropriately and supply their buy particulars. 

    As we talked about, clients typically verify for such a e mail proper after inserting an order — that means it’s vital to ship order confirmations instantly and robotically. Customers additionally use these emails as reference factors so you need to embrace the next info: 

    • Order quantity
    • Order date
    • Product description
    • Payment abstract
    • Expected delivery and/or supply date
    • Link to order particulars
    • Button to contact assist

    2. Password reset emails

    Password reset requests could appear primary nevertheless it’s vital to not underestimate their potential. After all, a buyer who can’t log in to their account might be annoyed and aggravated — much more so in the event that they’re attempting to make a purchase order or get one thing executed. 

    So your password resets have to be despatched ASAP and so they have to be clear and straight-to-the-point. You’re attempting to scale back friction as a lot as potential and get the shopper again on monitor. 

    For instance, you’ll be able to embrace a reset hyperlink or a button to make the method so simple as potential. It’s additionally vital to incorporate hyperlinks to contact assist in case the shopper continues to have hassle attending to their account.

    An example of a password reset email by Verve Wine

    Your tone can be vital. Something gentle and understanding (like within the instance above) can go a good distance in the direction of diffusing frustration. 

    3. Sign-up affirmation or welcome e mail 

    This is the kind of e mail you ship when somebody indicators up in your e-newsletter or creates a brand new account in your web site. And it’s the only most participating e mail you’ll be able to ship in keeping with our Email Marketing Benchmarks research — averaging an astonishing open price of over 80% and a click-through above 20%. 

    An example of a signup confirmation email by Indigo

    Welcome emails may help you: 

    • Set the tone for an ongoing relationship between you and the shopper. 
    • Express appreciation for signing up. 
    • Bring guests again to your web site
    • Motivate new subscribers to make their first buy (e.g. by way of a reduction code). 
    • Give key info like methods to achieve you, what to anticipate by becoming a member of, and so forth.
    • Improve e mail deliverability. 
    • Drive gross sales. 

    Welcome emails don’t should be a one-and-done factor both. Some corporations use the welcome e mail to arrange a collection of communications. Take Landcafe, for instance. They developed a complete academic collection for brand new subscribers. 

    Their six-email collection not solely helps to inform their model story and information clients by way of the merchandise they promote, nevertheless it additionally helps them generate income. In reality, 54% of their gross sales come from their onboarding sequence. 

    4. Feedback request emails

    Feedback requests could be despatched as a follow-up to order affirmation or delivery affirmation emails. After a product is acquired, for instance, you’ll be able to ship a suggestions request e mail to search out out whether or not the shopper is happy with the merchandise and your organization. 

    An example of a feedback email

    Not solely does this preserve the road of communication open between you and the shopper, nevertheless it’s a good way to gather evaluations that you should use in your web site or in different advertising communication. 

    In order to ensure a suggestions request doesn’t appear to be a advertising e mail, right here are some things you are able to do: 

    • Embed the request for suggestions right into a supply notification e mail. E.g., “Wahooo! Your package was delivered today! We’d love to hear what you think!”
    • Include the order quantity or product description within the topic line. 
    • Add an image of the product within the physique of the e-mail. 

    5. Abandoned cart emails

    Abandoned cart emails stroll the road between advertising and transactional emails. This is as a result of they’re primarily triggered by inaction quite than motion, so clients aren’t ready for them like they’re with different transactional emails. 

    That mentioned, they typically comprise account-specific info, exhibiting clients precisely what gadgets they left of their cart. And regardless that clients aren’t ready for the e-mail, they’re extra more likely to open it because it’s related to an motion they took in your web site. 

    An example of an abandoned cart email by American Giant

    Plus, deserted cart emails could be very efficient with clients who’re on the fence about a purchase order. The only emails cut back friction by addressing buyer ache factors. Take the picture above, for instance. American Giant’s deserted cart e mail reassures the shopper by specializing in their lifetime guarantee. 

    Another efficient technique is to create a way of urgency by providing low cost codes or reminding buyers of expiring promotions. 

    Set up fast transaction emails with GetResponse

    Right now, we provide two varieties of fast transactional emails to our purchasers who’ve built-in their GetResponse account with Shopify or Magento shops. You can now ship order affirmation emails and deserted cart emails.

    Quick transactional email GetResponse editor

    Unlike most editors, GetResponse presents an intuitive drag-and-drop editor for this type of content material, so making a well timed replace in your purchasers will now not be a problem!

    Click right here to be taught extra about GetResponse fast transactional emails.

    Take it a step additional with GetResponse MAX

    We additionally provide a extra complete strategy to transactional emails for our MAX clients, letting them ship their messages both by way of SMPT or API.

    With buying this add-on it is possible for you to to:

    • ship order confirmations, receipts, purchase-related notifications, and extra to draw new clients and retrieve misplaced gross sales
    • handle all of your ecommerce communications from one place because of GetResponse’s integration with the preferred CMSs and ecommerce marketplaces
    • regulate the dwell stats of the important thing efficiency metrics of your retailer, monitor the sending quantity, and establish inactive contacts for even higher e mail marketing campaign planning

    Sounds like one thing you is likely to be interested by?

    Transactional e mail FAQ

    Still obtained some questions concerning the function? We’ve tried to reply the most-searched ones under:

    ​​How do you write profitable transactional emails?

    When writing transactional e mail messages, you need to at all times lead with an important and most related info. An order affirmation e mail, for instance, ought to lead with the order quantity and different details about the acquisition. 

    Product suggestions and different types of promotional copy ought to go on the finish of the e-mail. This method, clients get the data they want instantly. It additionally ensures that your message doesn’t get flagged as a advertising e mail and despatched to the shopper’s junk field. 

    When must you ship a transactional e mail?

    Time is of the essence with transactional emails. Fortunately, right here the reply is simple: they need to be despatched instantly after being triggered by a buyer’s motion. 


    With the fitting strategy, transactional e mail could be a marketer’s greatest good friend. Here’s a fast recap of greatest practices when designing a method for profitable transactional emails: 

    1. Add a private contact to your transactional e mail templates.

    2. Use the chance to cross-sell related merchandise.

    3. Structure your emails appropriately so that you don’t run into hassle with anti-spam legal guidelines.

    4. Send transactional emails instantly after buyer actions.

    5. Optimize transactional e mail for all gadgets.

    6. Sign as much as GetResponse and automate your transactional emails!