4 Essential Transactional Emails Every Australian Online Store Should Optimise

The email has been a targeted and personalised way for establishing relationships with clients for decades. Not only have many businesses grown a considerable following through email marketing, but some have also been raised on the main determination of email marketing.

Brands that have profitably used email marketing growth tips to develop their business notice one secret: deliver distinct types of emails to your list. But no matter how much you may enhance your email marketing mix, there’s one kind of email that you can’t do without – the transactional email.

What is a transactional email?

A transactional email is an automated mail delivered to a customer that is related to their purchase (either completed or pending). For example, a transactional email is triggered after a client makes a purchase, and mostly consists of details about their order, scheduled delivery times, and other relevant information. Transactional emails are one-to-one broadcasts rather than bulk emails sent to a group of people like a mass newsletter.

There are four fundamental categories of transactional emails: cart abandonment, order confirmation mail, shipping confirmation mail, and soliciting client feedback. Each of these emails can make a serious impact on client satisfaction and retention.

Abandoned Cart

Usually, people visit your online store, browse the products, add some of them to their cart, and then quit the website, abandoning their online cart. The percentage of abandoned carts is up to 83% in some businesses.

By taking advantage of your web analytics data, you can automatically deliver emails to the users who have abandoned a cart on your site. This remarketing idea is proven to boost conversions by reminding customers of the items they’re interested in. You can flatten your abandoned cart by attracting them back with discount codes or giving a free delivery option using transactional emails with exclusive marketing deals.

It’s worth noticing that a lot of clients expect this standard of service now. They’re delighted to wait for the available discount code to hit their inbox. Even if you don’t prefer to offer a code, you can still send them a friendly reminder to get them back to your online store.

Order Confirmation Email

Logically, once a consumer has made a purchase, they’ve already shown their interest in your products. However, there’s a more considerable chance you can advocate them to buy again after their initial purchase. You can collect their contact details and area of purchase interest.

One approach to do this is to use your order confirmation email as a marketing opportunity. Initially, however, you’ll need to carefully deal with when it’s the right time to advertise to a current purchaser. Advertising too soon after the sale may spoil your first impression, but selling too late will risk you having clients move on — so the best time to sell is when your product is top-of-mind.

In the case of a non-purchase, normally, you’ll need to deliver the email 12–24 hours after your client enters their details and abandons the product. Often purchasers just want to get to the last phase in the checkout so they can know the final price with shipping costs included or they simply get diverted from their online shopping. If possible, in your purchasing workflow it is a good idea to minimise surprise fees early on in the decision making phase.

Shipping Confirmation Email

A shipping confirmation email is beneficial because your client is already excited about getting their order — their prospect and excitement indicate they’re expected to engage with the email. They may even be thinking of gifting your product to their friends and family.

Think out of the box in terms of converting more clients, too. How can you handle the shipping confirmation email to guide action and intensify a customer’s relationship with your business? One idea is instead of asking clients to do more for themselves, advocate them to get a gift for someone else.

Shipping confirmation emails are notably efficient when the CTAs are customised to the customer’s shopping preferences and journey. For example, if a client shops for a pair of men’s slacks, product recommendations could meet on matching shirts and ties, rather than something less appropriate like a full suit or women’s apparel.

Client Feedback Email

Feedback is crucial for success. Many brands underestimate the client feedback email at their loss. Soliciting feedback can be as elementary as delivering a survey or a single question about the client’s shopping experience. You’ll need to send these inquiries after a client has probably received and used the product they bought. It needs to be relevant and timely to increase the likelihood of getting feedback, which you can then use to improve your online store offerings in future.

You can also send clients to a survey available on your online store. This makes it smooth to prompt a happy customer to start shopping again once their review is complete.

What about those who are not happy with their previous shopping experience? Follow-up is crucial here — firstly to prompt feedback and next to find out how you can enhance the experience for future clients or customers.

Now you can identify which four transactional emails to initiate with, the ball is in your court. Optimising these particular email campaigns will win you back clients, boost sales, and enhance your reputation and brand awareness.

For more information about transactional emails, connect with our email marketing team and we can help you to flourish your eCommerce business.

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