Both email services have their strategies, functions, and objectives. The world of eCommerce solely base on emails that some users barely pay attention to, but if they didn’t exist, we would assume something is wrong. Thus, if you have an eCommerce website, you will likely use both for your business.
However, it is true that in the majority of cases, you will most likely pay the most attention to a marketing email. Nonetheless, this doesn’t mean that you shouldn’t pay attention to the importance of transactional emails.
Hopefully, by the end of the article, you should be able to know the difference between the two types of emails and identify when it’s best to use them. In addition to this, you will also be able to know the benefits of each one.
What is Marketing Email?
Such email has numerous objectives, which include engagement, list building, brand awareness, and conversions. From month to month, you will have to change the strategy to ensure that you adapt to the behavior of the subscriber and their needs as well. Additionally, you will also have to change as your list is growing bigger constantly.
A marketing email will include information about product updates, newsletter, and event invites, and campaigns sent to separate people due to segmentation. To know what your customers want from you, you are required to gather data and do a variety of tests such as:
• Subject line testing
• A/B tests
• Placement of CTA button
In addition to this, they can also have special features such as welcome messages. Of course, if the marketing isn’t right, it can do more damage than good. Hence, a marketer must be ready to develop new strategies which will also have a positive impact on ROI.
What is Transactional Email?
Such email has useful content such as information about the order and shipping, opt-in emails, password resets, and follow-ups. The good news is the fact that they’re mainly automated and sent out by a system trigger. However, if you don’t update the content frequently, you are neglecting the efficiency of one.
Take a look at the examples below:
What is the Point of Transactional Emails?
Even though they are automated, they play a vital role. The main reason why eCommerce businesses use such email is because of deliverability. The reason for this is because they often have up to 99% deliverability rates as it contains the exact information the customers need to know. Hence, this will increase engagement, potentially your conversion rates, and even improve sender reputation.
Furthermore, transactional emails do not require to have an unsubscribe button, so you eliminate the possibility of the user unsubscribing from the list. Nonetheless, if you care about business ethics, you can choose to add such a button. This will give users the impression that you are customer oriented.
Transactional Emails Best Practices
If you’ve never done such email before you should know that there are specific unwritten rules that you should consider. The first being that the content in such email should be informal and shouldn’t have any marketing content such as promotional offers. This is because you’re informing people of something they need to know. Therefore, this highly anticipated email should please the user’s needs.
Similarly, to marketing campaigns, you should avoid using “no-reply” addresses. This will make the user believe that you’re a robot rather than a business that cares about their customers. However, it’s essential to add contact information for the customers to reach you in case there’s a problem.
Perhaps, the most significant difference between the two types of emails is the subject lines. For marketing emails, you can use descriptive subject lines and often personalize them. On the other hand, when it comes to transactional emails, the subject line should be able to tell the customer exactly what is in the content. Furthermore, you are also required to use key information in the subject line, such as:
• “Payment received.”
• “Order has been shipped.”
• “Your order is with the local carrier.”
If you want to stay ahead of the competitors, you should monitor the delivery rates, open rates, and bounces. If these factors are low, it means that you should take a serious look at your sender reputation.
What Not To Do
Nonetheless, it’s essential to realize that your customers want personalized emails which belong to marketing emails. For example, without a campaign that tells your customers about offers and product updates, they won’t place an order. Hence, one cannot survive without the other.
Another factor that you should consider is that a little goes a long way. Hence, you should avoid sending your customers many messages every week. Once a customer believes that you’re spanning them with promotional campaigns, it’s more likely that they will unsubscribe. Thus, you should focus on sending relevant emails with new information to prevent users from opting out.
The main idea is the fact that you should offer value whenever you send a campaign. As well as, you should also consider the layout of the email, such as:
• Whether the images are loading
• The most popular devices used to read your campaigns
• Quality of the content
The best way to get the information across is by having plain text rather than descriptive. Therefore, the user will have to figure out the reason behind the email within seconds from opening the email.
According to the United States’ CAN-SPAM Act, transactional emails are made to “facilitate an already agreed-upon transaction or updates for a customer about an ongoing transaction.” However, you may have seen that some businesses use this email, but they still add promotional content. The law isn’t against it, but there are two rules that you should remember.
The first being that the subject line must lead the customer into thinking that this specific email is transactional and the promotional content must be at the bottom.
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