Take Transactional Email to the next level

Email here, email there... We send hundreds of emails every day, but sometimes the quality of the content and form of our emails is insufficient. This is often the case with Transactional EmailThe importance of the environment is often neglected and not given the importance it deserves.

First of all, it is important to differentiate between Transactional Email from Commercial Email to use one or the other depending on what the situation requires. To understand the differences between the two, in this post we explain exactly what they are. types of emailWhat elements should be included and when they are or are not necessary for your marketing strategy? digital marketing.

The Commercial Email is the most effective tool for direct marketing. This consists of sending information to users via e-mail. It is that which contains a commercial message or purpose, which is usually sent to regular or potential customers to promote marketing campaigns for products and services.

So, what is the Transactional Email? The Transactional Email is an email that is sent as a result of a user's interaction with a website. That is, this type of email is generated as a result of a user completing an action on the website such as registering, buying a product or resetting a password. Without a doubt, the Transactional Email is a type of Loyalty Marketing essential in any campaign of Email Marketing.
Now that we know the difference between Commercial Email y Transactional EmailLet's take a look at why this type of email is so important.

The average revenue generated by this type of email is two to five times higher than the revenue generated by sending a standard email. This figure is even higher for automated emails. And not only that, but the opening rate of this type of email is higher than for other types of email. Therefore, the importance of the Transactional Email seems self-evident.

The use of this type of email will depend on the nature of the business and the action taken by the user. However, there are different types of Transactional Email that you should include in your Email Marketing to be relentlessly successful in attracting users and increasing conversions:

Registration Email

It is the first contact with users, so you must take advantage of the occasion to make the best possible impression on your user. You must make a difference and know how to take advantage of the opportunity to attract the user's attention and make them want to know more about your brand. In this category we would include the Welcome EmailA way of responding to the user's action and thanking them for registering on your site. Either by inviting them to view your content, offering them a discount on their first purchase or simply welcoming them.

Email Notification

This type of Transactional Email makes users aware of relevant actions that take place on your website or in your app. A clear example is when someone interacts with us on Linkedin, we get an email to our inbox letting us know that this is happening on our Linkedin social network. This type of Transactional Email serves to ensure that users are continuously informed of updates to their profiles.

Confirmation Email

It is very important that in any purchase process or acquisition of a product or service the user is clear about where they are in the process. Confirmation emails serve to "reassure" users, to notify them that their purchases have been carried out correctly and that the order is on its way. It is a way of confirming to the user that the purchase they have made through your website has been carried out successfully. Not only that, but you also give them the details of their order and take the opportunity to offer them other products that may be of interest to them related to the purchase they have just made (Cross selling in Email Marketing  o Cross-selling in Email Marketing).

Abandoned Cart Recovery Email

The Remarketing programmes are essential in any e-commerce. When we talk about Remarketing in Email Marketing we refer to the recovery of users who have shown an interest in a certain product or service and have not finalised the purchase at first. These Recovery Emails serve to send these users an email with the products requested and encourage them to finalise the purchase. This is the example of Vueling, which sends an email to encourage the user not to miss the opportunity to travel with them. Several studies show that the conversion rates of this type of email campaigns are higher than those of other types of campaigns. Transactional Email is very high, with 25% of abandoned trolleys being recovered.