Many businesses have discovered the effectiveness of email marketing. They’ve invested the time and effort to deliver email newsletters that connect with their customers, increase traffic to their websites, and in many cases, lead to more sales.
But according to a recent infographic from EasySMTP, businesses are overlooking an essential opportunity for connecting with customers through email: transactional emails.
Transactional emails are the emails a customer receives after interaction with a website or application.
The thank you messages, subscription confirmation notifications, password resets, order confirmation, delivery notices are all transactional messages. And those messages have an open rate of over 100%, as users open the message multiple times.
With the average consumer receiving 47 email messages daily, you want your transactional messages to be effective and stand out.
Sending a thank you message to customers? Be sure to say “thank you” or it will get 35 percent less clicks.
Increase the number of clicks 44 percent in your transactional emails by personalizing emails. And using the word “review” in the subject line will increase open rates by 28 percent.
Check out the infographic for more tips on effective transactional emails as well as my key takeaways.
Source: Infographics – EasySMTP.
The Crowded Inbox
- 191 billion: The total number of emails received every day, consisting of 108.8 billion business emails and 82.6 billion personal emails
- 47: The number of emails received by the average email address every day, consisting of 27 business emails and 20 personal emails
Transactional Emails Cuts Through
- What is transactional email? One-at-a-time emails that are triggered by a user’s interaction with a website. This can mean e-receipts, thank you emails, comment notifications and password resets. “Transactional email” doesn’t have to involve the exchange of money, though they are important in e-commerce.
- What is bulk email? Email sent in large quantities, like email newsletters. Generally, marketing emails that aren’t transactional emails are bulk emails. Bulk email is usually sent to a list of subscribers who have opted-in to receiving email updates.
- The average transactional email is opened multiple times, which means they have an open rate of over 100 percent, while bulk email open rates are only 15 percent
- Click rates for transactional email are 17 percent, almost six times higher than bulk email at three percent
Turn Openings into Conversions
- Create an email series. 13 percent is the increased revenue generated by a welcome series over a single welcome email.
- Say “thanks”. The click rate for shipping confirmations that don’t say “thank you” decreases 35 percent.
- Personalize your emails to increase unique clicks 41 percent for personalized marketing mails
- Cross sell. 20 percent is the revenue increase for transactional emails with cross-sell items
- Be social. Click rate increases 55 percent for transactional emails containing social media links.
- Get the marketing team involved. Customize templates and track metrics for all your transactional emails.
What steps have you taken to improve the effectiveness of your transactional emails?