Email Marketing: What Are Transactional Emails?

By Matt Bertram

By Matt Bertram

Matt Bertram is Head of Digital Strategy at EWR Digital. He is a nationally recognized expert in SEO and the Co-Host of the top rated SEO Podcast, "The Unknown Secrets of Internet Marketing." Author of Build Your Brand Mania: How to Transform Yourself Into an Authoritative Brand That Will Attract Your Ideal Customers with contributing articles in Forbes, Search Engine Journal and numerous other publications pertaining to digital marketing.

You’re sitting at your desk checking messages when you get an email thanking you for your recent webinar sign up. As you peruse this transactional email you start to wonder, “Could my business use this type of email marketing? And just what are these emails anyway?”

If you have a Houston business and want to learn more about email marketing, read on to see what transactional emails are and how they can help your business.

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Transactional emails are sent to one person at a time.

What Are Transactional Emails?

Transactional emails are the messages you get after a completing task on a website. Transactional emails are also sometimes called “triggered emails” because they are “triggered” to be sent after a specific action has been taken by a website user. Right now you might be wondering, “What’s the difference between that and any other type of email marketing?”

The main difference is bulk. Other types of email marketing (like newsletters) are sent en masse to a list of subscribers. Transactional emails are sent to one person after they have completed a task. Contrary to popular thought, transactional emails don’t always have to mention money. In fact, there are many types that don’t mention money at all.

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Transactional emails have many uses.

Different Types of Transactional Emails?

By now you’re probably thinking, “Okay, this sounds great so far, but what if I’m not hosting a webinar? Could I still use transactional emails?” The beauty of this type of email marketing is that it has many uses. If you’ve been using the internet a while, you’ve probably received a transactional email. So what are the different types?

Amazon uses order confirmation emails because they’re helpful and they work.

Purchase Receipts and Order Confirmation

If you’ve ever ordered something from Amazon you’ve seen this type of transactional email before. Amazon typically sends two transactional emails. The first is sent right after you place the order and functions as a receipt. It contains information about what you ordered and the cost. The second email is sent after your order is shipped. This transactional email tells you a little more about your order, such as when it’s expected to arrive, what shipping service they’re using, and what the tracking number is.

Amazon’s transactional emails also contain links back to your account page. With this link you can get a more detailed look at your order and where it is in the shipping process.

Grow Your Business with Transactional Emails

Email confirmation is great for varifying newsletter subscriptions.

Email Confirmation and Registration

Registration emails are sent after someone registers for an event like a webinar or business convention. They usually contain information about the event and whatever else attendees need to know before they attend. Email confirmation is usually sent after a website user subscribes to a newsletter or signs up for a website. This type of transactional email can be important.

Suppose you created a newsletter about your company. It has all the information a company fan wants to know: deals you’re having, upcoming events, and recently published content. When you ask a subscriber to confirm their email address you’ll know two things. 1) The email address is valid and working and 2) that the subscriber wants to read it. A subscriber wouldn’t confirm their address if they didn’t.

If you send an email confirmation after someone signs up for your website, you can use this email to talk about all the great features your website has and give little tips and tricks for better engagement. A few examples of these are:

  • confirmation emails you get from banks after signing up for electronic banking
  • emails you get from signing up for gaming and fantasy websites like Pottermore
  • The welcome you got after signing up for social sites like Facebook

Get the Transaction Emails You Need

Confirmation emails allow you to confirm an email address and a newsletter subscriber’s interest.

Password Resets

While this is pretty self-explanatory, it should still be talked about. Letting a website user know that their password has been reset does two things. 1) It shows you care about their security and 2) if the website user didn’t reset their password they can let you know so you can fix the issue.

Feedback emails allow people to give you the information you might not have gotten otherwise.

Feedback Emails

Imagine this for a moment. You have a real estate agency and you recently hosted a seminar on how to find the best homes. There were cookies, coffee, and pamphlets about your agency. You thought everything went well until you realized no one who attended the seminar contacted you. In fact, besides taking a few small cookies as they left, no one interacted with your business. So how do you find out why? By sending a feedback email.

Feedback emails allow people to give you the information you might not have known otherwise. They also make it easier for people to be honest.

Have you ever been asked to give your thoughts on a project in school? Not a good feeling. You want to say how the project could be improved, but you didn’t want to hurt your classmate’s feelings. Feedback emails remove this stress and give people the freedom to say what they need to. With the right feedback, you could transform your business into one that people want to engage with promote.

Get the Feedback You Need with Transactional Emails

 Remind subscribers what they could be missing.

Re-activation Emails

Re-activation emails are usually sent when a website subscription is about to end. This gives users a chance to re-activate their account if they want or stay inactive. These transactional emails are perfect for is reminding users about the bonuses and perks of your website. This also keeps your brand fresh in their mind. However, there is one thing to remember. Use your subscriber’s website behavior to craft the email. If they’ve only been inactive a little bit and are likely to re-activate their usage soon, a simple reminder might work. But if they’ve been inactive a lot longer and might not re-activate their usage right away, now is the time to remind them what they’re missing out on.

Encourage website engagement with extension emails.

Web/App Extension Emails

Have you ever gotten an email from LinkedIn saying someone wants to join your network? That’s an extension email. Like the name implies, it serves as an extension of your website and not only lets users know when their account is getting attention, it encourages them to give their account attention as well. The perfect win-win.

Encourage Better Website Engagement

Get  Effective Transactional Email Marketing from EWR Digital!

If you have a Houston business and you’re wondering what transactional emails can do, call EWR Digital today. We’ve been around since 1999 and have all the best email marketing tools at our fingertips. We create engaging email marketing that people (and their wallets) respond to. Call (713) 592-6724 or click below to get the email marketing you need.

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Email Marketing: What Are Transactional Emails? | EWR Digital – Houston, TX Internet Marketing