How Transactional Emails Help Businesses

The advent of digitalization has brought about many revolutionary tools in the market that can take your business venture one step closer to success. Transactional emails is one such underutilized tool that helps you create countless opportunities to achieve your marketing objectives and make more revenue.

Wondering what transactional emails are?

The automated emails triggered by certain customer interactions on your website are called transaction emails. Confirmation emails after an activity is completed, registration emails, password change, bill payment, all fall under this category. A perfect example of transaction email is when a customer buys a trendy pair of sunglasses from an e-commerce store and gets an email with a proof of his purchase and order confirmation.

Most times transaction emails are monitored by the IT or development teams. As a result, they often lack the branding and marketing polish that customer-facing communications should have, thereby failing to generate new leads and more revenue. However, if designed aptly, these emails can increase the sales of your firm tremendously. In fact, research shows such emails have 8x more opens and clicks than traditional marketing emails.

In this segment, you will learn how transactional emails help your business grow. Plus, you will get excellent tips to fuel your sales and revenue.

The mission-critical content inside transactional emails makes them highly engaging. All the more, it causes them to generate 6x more revenue than other emails. We interact with these emails on a daily basis due to different reasons such as order confirmations, login details, flight confirmations, shipping notifications, and more. Think about it, when you receive a flight ticket, you open your mail several times before the flight. Sometimes you also forward it to family members and friends. Therefore, these emails should be much more than plain text emails that have little resemblance to your website or company.

With such incredible engagement rates, transactional emails give marketers an excellent opportunity to drive more people back to their site or app and make purchases. Here we have compiled five most essential transactional emails that you are probably sending every day.

Welcome Email

A registration email is sent when a user first signs up on a website or application. The most common examples are the welcome emails you get when you create an account on an e-commerce store, a web service, a dating app, or other mobile applications. An introductory email must be on-brand, clean and clear with one key call-to-action. It must have the link to the website to bring new joiners onboard.

Here are some other best practices that you can include while sending a welcome email:

Share User Credentials – Most people find it hard to remember multiple login credentials. Giving people their credentials will make it easier for them to sign in, in case they have forgotten their password.

How to Get Started – For mobile and web applications, attracting new, paying customers is critical. The registration emails can provide links to blogs, videos, and tutorials to make them acquainted with the product and how to start using it. Converting these clients into paying customers becomes easy in this manner.

Notification Email

Whenever an event takes place on a certain website or application, for example, your package has been shipped, or you have opted to reset the password, a transactional email is sent your way. When sending such emails customize them to include relevant, personalized information. Don’t forget to provide a clear next step to direct people back to your website and application. For example, a big ‘Reset My Password’ button gives clear instruction on what the user should do next. Also, align these emails with your brand’s colors, fonts, and tone to make sure that your customers have a consistent experience with your company each time they open the emails sent by your business.

Confirmation Emails

Such emails are sent to customers on completion of specific actions such as a receipt of online shopping purchase, or a confirmation of your flight booking, etc. Most people refer to such emails as and when needed and are likely to open them on their mobile. Therefore, when personalizing such emails, optimize them for mobile. You can also mention about the refer-a-friend program or ask them to post a review about their experience.

Feedback Email

Unlike most transaction emails that provide relevant information to users, the feedback email requests some sort of feedback on a recent transaction made or to leave ratings on movies or Netflix shows you watched. When optimizing such emails, make sure to provide information on what you are requesting feedback about. Also, use a prominent call to action button that makes it simple for the users to rate your product or service. Optionally, you can display information of date of travel, cost, route, and more.

Shopping Cart Abandonment Email

When a user leaves a website or app without completing a transaction, an inactivity email is sent. It is a great opportunity to drive revenue as it reminds the users to revisit the website and app and make the purchase. This email must be sent just a few hours after the customer abandons their shopping cart. One way to drive the customer back is by making an offer that prompts them to buy the product. Also, a prominent call to action should be there to guide the users as to what they should do next.


Transactional emails provide a massive opportunity to create an edge against your competitors. Therefore, connecting with your prospective customers through this underutilized tool can make a significant difference to your sales and revenue figures.