One of the most effective ways of reaching people is through email. Business owners have two types of emails – marketing emails and transactional emails.

Marketing emails are mainly made up of instances where businesses share the same message to their audience at the same time. But for transactional emails, the messages are sent to a person or a small group of people according to their actions or inactions.

What Does Transactional Email Mean?

Transactional emails are linked to the activities on an account – they’re triggered by specific actions customers take on an application or website.

Transactional emails aim to reassure the client that their actions have set a process into motion. These emails should be made personal so as they can be relevant to the recipients.

8 Pitfalls to Avoid in Email Marketing

List of Transactional Email Best Practices

No matter the kind of email you send to an audience, you always have to follow the best practices to ensure that your message is passed across. The following are vital factors you should consider when sending a transactional email.

  1. Your emails should match your brand

    If the transactional email looks like it has been written in a rush, it’ll send a negative message to your recipients and ultimately ruin your business.

    The emails you send should match the voice, look, and feel of your brand. Transactional emails shouldn’t be boring! Give your audience a smooth buying experience through your transactional emails.

  2. Don’t use no-reply addresses

    Customers get discouraged when they have a question and have no way of getting an immediate response. When you use no-reply addresses, you’ll be putting up a roadblock when you should be constructing a bridge. Make it easy for your recipients to quickly reply if they need any clarification.

  3. Be brief with your subject and pre-header text

    The subject and pre-header of your transactional email should be straight to the point. ensure that the subject is important to the recipient. Since email clients only show a limited number of characters in the subject line, make sure they’re useful; don’t use a lot of words. Use 50 characters or less.

  4. Use social media links to increase engagement

    In addition to recognizing your interactions, transactional emails can also be used to carry out a marketing role by helping you engage more with your audience. One way you can do this is to share social media links.

    A recipient might not be interested in what you’re offering for presently, but he or she may decide to follow you on social media for future releases or events.

  5. Monitor your results

    Use your transactional email analytics to keep an eye on important performance indicators that could give an insight into what’s working and what’s not. Since your transactional emails could end up in the spam folder, always keep track of your open rates, click rates, complaints, and bounces.

    To effectively monitor complaints, you can register with the feedback loop of your email service provider. This will help you determine why your messages are getting blocked. If you want to avoid getting flagged, don’t do the following:

    • Use all caps in your message
    • Send emails with only images
    • Attach documents to the text of your email
    • Use lots of exclamation marks

Final Thought

Instead of considering transactional emails to be an afterthought, take them to be first-class citizens. Place more importance on your transactional emails to make sure that your recipients are getting the best possible experience. This will enable you to stand out from the crowd, create brand loyalty, and improve your email deliverability.