{"id":5856,"date":"2016-06-03T00:00:00","date_gmt":"2016-06-03T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/4-ways-to-optimize-your-transactional-emails\/"},"modified":"2020-04-21T20:19:44","modified_gmt":"2020-04-21T20:19:44","slug":"4-ways-to-optimize-your-transactional-emails","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/4-ways-to-optimize-your-transactional-emails","title":{"rendered":"4 Ways to Optimize Your Transactional Emails"},"content":{"rendered":"<p>Transactional emails range widely from receipts to shipping confirmations and everything in between. Marketers often write off these kinds of emails as boring or blah\u2014but they\u2019re a golden opportunity to provide hyper-relevant information and still maintain the style of your brand.<\/p>\n<p>Transactional emails don\u2019t have to be boring or complicated. Here\u2019s our tips on making the most out of these messages so you can provide the best customer experience.<\/p>\n<h2>Defining \u201cTransactional\u201d Emails<\/h2>\n<p>Transactional emails are 1-to-1 emails sent to facilitate or confirm an action taken by someone. Because of the highly personalized and timely nature of transactional email, marketers have seized the opportunity afforded by these types of messages, blurring the lines between transactional and commercial. As a result, there\u2019s a ton of gray area about what constitutes a strictly transactional email, especially with vague legal guidelines in the U.S.<\/p>\n<p>Generally, marketers follow the <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/transactional-emails-a-frequently-missed-opportunity?utm_campaign=bestpractices_transactionalemails&amp;utm_source=litmusblog&amp;utm_medium=blog\">80\/20 rule<\/a> when it comes to transactional emails, meaning that 80% of the content in the email relates to the facilitation or confirmation of the action, and the remaining 20% of content can be used for promotional purposes, such as an upsell or cross-sell. Definitions of transactional email can also vary by country, with corresponding regulations to boot.<\/p>\n<p>Both subscribers and non-subscribers receive transactional emails\u2014and they don\u2019t need to contain an unsubscribe link. They\u2019re receiving your email because they need to, not because they want to. For instance, an email confirming a reservation for a hotel doesn\u2019t include an opportunity to opt-out because the message is critical to the action they have taken. Other examples of transactional emails include:<\/p>\n<ul>\n<li><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/best-practices-for-optimizing-order-confirmation-emails?utm_campaign=bestpractices_transactionalemails&amp;utm_source=litmusblog&amp;utm_medium=blog\">Purchase receipts<\/a><\/li>\n<li>Shipping notifications<\/li>\n<li>Booking or registration confirmations<\/li>\n<li>Support requests<\/li>\n<li>Password reset requests<\/li>\n<li>Legal notices and policy updates<\/li>\n<p>Transactional emails, along with other kinds of triggered emails, have a reputation for being \u201c<a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/email-personalization-is-about-so-much-more-than-your-first_name?utm_campaign=bestpractices_transactionalemails&amp;utm_source=litmusblog&amp;utm_medium=blog\">set it and forget it<\/a>\u201d programs, but they should be anything but. Regularly improving and optimizing these emails can ensure that you\u2019re making the most out of every communication you send\u2014no matter how boring it may seem on the surface.<\/p>\n<div class=\"cta\">\n<table>\n<tbody>\n<tr>\n<td class=\"block-1\"><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/template-gallery-cta.png\" alt=\"\"><\/td>\n<td class=\"block-2\">\n<h2>Transactional email templates<\/h2>\n<p>Litmus Community Templates have a wide-array of pre-tested template options that serve a variety of communications\u2014including transactional emails.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/litmus.com\/community\/templates?utm_campaign=bestpractices_transactionalemails&amp;utm_source=litmusblog&amp;utm_medium=blog\" target=\"_blank\" rel=\"noopener noreferrer\">Access the templates \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<h2>Put Yourself In Your User\u2019s Shoes<\/h2>\n<blockquote><p>\u201cThe main thing to keep in mind is to make the user\u2019s job easier.\u201d\u2014Beth Dunn<\/p><\/blockquote>\n<p>We talk about this time and time again in marketing: know your audience. For transactional emails, understanding where they are in your buyer\u2019s journey, what kind of information you\u2019re providing, and how you can help them quickly and effectively are all bedrocks of a great transactional email. Also consider where they are in their day when they\u2019re opening this email, and why.<\/p>\n<p>Context is key, too. With the <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/understanding-responsive-and-hybrid-email-design?utm_campaign=bestpractices_transactionalemails&amp;utm_source=litmusblog&amp;utm_medium=blog\">majority of opens happening on mobile<\/a>, optimizing your email for where your subscribers will be opening (and how) makes a big difference. Consider a last-minute flight change. You\u2019re not going to be on a desktop computer in either of those situations, but the information is critical and needs to be received immediately.<\/p>\n<p>This last minute notification from an airline couldn\u2019t be more important, but since it\u2019s not optimized for mobile, it will only leave your user scrambling in an airport. You can barely read the time changes to see what\u2019s been crossed out, and since <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/update-banning-blue-links-on-ios-devices\">iOS automatically adds blue links<\/a> into calendar-related text, it\u2019s all a jumble.<\/p>\n<figure id=\"post-13450 media-13450\" class=\"alignnone nudged\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/delta.png\" alt=\"delta\"><\/figure>\n<p>Most importantly: get to the point. A transactional email shouldn\u2019t drag on and on and on. Give the subscriber the information they need, and then let them do their thing!<\/p>\n<figure id=\"post-13402 media-13402\" class=\"alignnone nudged\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/screen-shot-2016-06-03-at-9.17.04-am.png\" alt=\"Screen Shot 2016-06-03 at 9.17.04 AM\"><\/figure>\n<h2>Get Creative With Copy &amp; Design<\/h2>\n<p>When someone orders your product, you want them to be excited\u2014to think, \u201cIt\u2019s coming soon! And it\u2019s mine!\u201d Boom\u2014there\u2019s your opportunity to shine (no exclamation points required.)<\/p>\n<figure id=\"post-13403 media-13403\" class=\"alignnone nudged\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/screen-shot-2016-06-03-at-9.21.10-am.png\" alt=\"To see the full email (and animation) check out Litmus Scope: https:\/\/litmus.com\/scope\/qxcwcc20ln4r\"><figcaption>To see the full email (and animation) check out <a rel=\"noopener\" href=\"https:\/\/litmus.com\/scope\/qxcwcc20ln4r\">Litmus Scope<\/a>. <\/figcaption><\/figure>\n<p>Take this example from Boden. They\u2019ve heard the purchaser \u201cloud and clear,\u201d and use eye-catching animations to turn an otherwise blah confirmation email into something greater.<\/p>\n<p>They key is balancing the creative elements with real information. Getting caught up in the email creative can cause confusion\u2014where\u2019s that confirmation number again?\u2014and make it more difficult for your subscriber to find critical information or details.<\/p>\n<p>Weave your brand elements throughout the email as this one does from Lilly Pulitzer. It stays straight to the point, provides information right away, but looks like it could have been a handwritten note from the store. It also adds just the right touch of excitement: \u201cLucky you&#8211;you ordered Lilly today!\u201d Cue the subscriber counting down the days till the package gets to the door.<\/p>\n<figure id=\"post-13408 media-13408\" class=\"alignnone nudged\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/screen-shot-2016-06-03-at-9.23.25-am.png\" alt=\"Screen Shot 2016-06-03 at 9.23.25 AM\"><\/figure>\n<h2>Be Supportive, Not Salesy<\/h2>\n<p>Transactional emails present a huge opportunity for marketers because subscribers open them at a higher rate than typical marketing messages. These communications are critical and extremely relevant to those receiving your email. Because people open and engage with them more, you have the opportunity to take them a step further than just confirming the success of a transaction.<\/p>\n<p>In any email, you want to make sure you\u2019re supportive, not salesy. Remember: you still have to get to the point as quickly as possible, since this isn\u2019t just relevant information, it\u2019s critical.<\/p>\n<p>There are a few ways to include upsell or cross-sell without being \u201csalesy.\u201d Instead, focus on being helpful:<\/p>\n<h3>Build a supportive buyer\u2019s journey<\/h3>\n<p>Send transactional emails that correlate well with your buyer\u2019s journey. This works particularly well in the hospitality or travel industry, but can work for other products, too. If you\u2019re about to head out on a cruise, an email about accessing services on board, booking dining reservations, or adding additional trips and outings to your original package along with your reservation information can generate excitement without feeling like a sell.<\/p>\n<figure id=\"post-13452 media-13452\" class=\"alignnone nudged\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/trans.png\" alt=\"trans\"><\/figure>\n<p>To do this, you should map out your entire buyer\u2019s journey. At what point would they need or want more information from you? How can you make their purchase path smoother? Whether or not you\u2019re in the hospitality business, imagining your product as an experience\u2014before, during, and after\u2014will help frame your transactional email campaigns.<\/p>\n<h3>Use personalization and recommendations<\/h3>\n<p>Things get a little grayer when it comes to recommendations, but if used carefully, they can make a strong impact.<\/p>\n<p>When someone purchases from you, <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/email-personalization-is-about-so-much-more-than-your-first_name?utm_campaign=bestpractices_transactionalemails&amp;utm_source=litmusblog&amp;utm_medium=blog\">you learn something about them<\/a>. Whether that\u2019s what color dress they prefer or what time of year they like to travel, don\u2019t throw that information away. Use personalized recommendations to cross-sell your additional products and services.<\/p>\n<p>Tread carefully, however, and follow the 80\/20 rule\u201480% transactional, 20% promotional. Keep in mind your audience\u2019s location, too, since <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/how-to-master-international-opt-in-requirements?utm_campaign=bestpractices_transactionalemails&amp;utm_source=litmusblog&amp;utm_medium=blog\">spam guidelines<\/a> vary from country to country. For instance, Canada and Germany, in most cases, don\u2019t allow promotional content in a transactional email. If your audience is more global, you can use segmentation by country to be sure you comply with regulations, or send different versions of your email to purchasers who have opted-in to your promotional emails versus those who have not.<\/p>\n<p>Amazon is the king of this kind of personalization:<\/p>\n<figure id=\"post-13451 media-13451\" class=\"alignnone nudged\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/screen-shot-2016-06-07-at-5.05.03-pm.png\" alt=\"Screen Shot 2016-06-07 at 5.05.03 PM\"><\/figure>\n<p>If you\u2019re going to go for it, determine what kind of bundling should occur with your products and what solves a particular problem for your customer. If they purchased a computer, for instance, perhaps they\u2019re looking for a charger, carrying case, and an anti-glare screen, too. This creates an upsell opportunity while keeping the email relevant and focused on the transaction that just occurred.<\/p>\n<p>Transactional emails are so often overlooked\u2014but with a little optimization and a bit of polish, you can turn them into gold. What do you think? What challenges do you see making great transactional emails? <a rel=\"noopener\" href=\"https:\/\/litmus.com\/community\/discussions\/5337-what-defines-a-transactional-email\">Chime in on community.<\/a><\/p>\n<h2>Build Your Own Amazing Transactional Email&#8230;Or Use Ours!<\/h2>\n<p>If you\u2019re looking for templates to use as the basis for your transactional emails, the Litmus Community now features modern, easy-to-use templates built by industry veterans. Find the perfect template for receipts, shipping notifications, and everything in between.<\/p>\n<p><a class=\"orange btn medium\" style=\"color: #fff;font-weight: bold\">Explore our free templates \u2192<\/a><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Transactional emails are golden opportunity to provide hyper-relevant information and still maintain the style of your brand. They don\u2019t have to be boring or complicated. Here\u2019s our tips on making the most out of your triggered emails so you can provide the best customer experience.<\/p>\n","protected":false},"author":3,"featured_media":5857,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10259,1344],"blog_category":[53],"class_list":["post-5856","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-ecommerce","tag-templates","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 Ways to Optimize Your Transactional Emails - Litmus<\/title>\n<meta name=\"description\" content=\"Transactional emails are golden opportunity to provide hyper-relevant information and still maintain the style of your brand. They don\u2019t have to be boring or complicated. Here\u2019s our tips on making the most out of your triggered emails so you can provide the best customer experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/4-ways-to-optimize-your-transactional-emails\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Ways to Optimize Your Transactional Emails\" \/>\n<meta property=\"og:description\" content=\"Transactional emails are golden opportunity to provide hyper-relevant information and still maintain the style of your brand. They don\u2019t have to be boring or complicated. 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