Not every email that you get to send will be about something interesting like a new product range or upcoming sale. Emails, like account verifications and password resets, aren’t going to get anyone excited (if they do get you fired up, you probably need to rethink your social life), but they remain important. In fact, according to MarketingCharts, both marketers and respondents believe that they play an important role in engagement and retention.
While transactional messages don’t call for as much creativity as promotional emails, there are still few things that you can do to let them stand out and, more importantly, improve the user experience for your customers. From branding to links, in this article, we look at the different emails that you should include and also which email platforms you can use for creating automated email workflows.
如何创建脱颖而出的交易电子邮件:
什么是交易电子邮件？
A transactional email is basically any email that a business sends to help a customer or lead with an action that they’ve completed on its website. It can either be used to confirm something, such as an order, or require the recipient to complete an action. This means that they are sent to one recipient at a time, unlike bulk emails.
尽管可以用于营销目的，但交易电子邮件不一定仅由营销人员使用。话虽如此，在某些司法管辖区中，具有任何促销内容的电子邮件将被视为营销电子邮件，只能发送给已注册以接收营销电子邮件的联系人。因此，如果您正在考虑在交易电子邮件中添加某种类型的促销内容，请务必先检查一下。
Bulk Emails Vs. Transactional Emails
The major difference between bulk emails and transactional emails is the number of recipients. Bulk emails are forwarded from one sender to multiple people. On the other hand, a transactional email is sent to an individual recipient.
Another key difference between bulk emails and transactional emails is that bulk emails aren’t sent after a specific trigger. Instead, you can use them to send email marketing messages to your email subscriber list at any given time. A transactional email, on the other hand, gets sent after a trigger, such as a commercial transaction, to help an individual customer by offering necessary information.
的事务性的邮件
Order confirmations
让我们首先从更令人兴奋的交易电子邮件开始 - 订单确认。这是您（希望）必须发送的最常见电子邮件类型之一，并包括有关项目，运输地址，交易和预期交付的信息。简而言之，它基本上告诉您的客户他们的订单已收到。根据Shopify的数据，订单确认的平均开放率可能是70-90％的任何东西。考虑到营销电子邮件活动的平均开放率仅为18％，订单确认可能会为您提供增加品牌熟悉度并介绍其他一些产品的千载难逢的机会。
一个好的做法是包括一个链接，以便客户可以跟踪其订单。这不仅会使您的客户更加安心，而且还可以帮助减少有关交付状态的后续电子邮件。另外，在设计此类电子邮件时，请记住，这是传达您的品牌标识的机会。因此，请务必使用您的调色板和品牌声音。
Shipping confirmation
A lot can happen between when an order was confirmed and when it actually gets shipped. So, it’s a good idea to send your customers an email when their order is dispatched. Just like a confirmation email, it’s best practice to include a description of which items were ordered as customers might have placed more than one order. After all, it’s much easier to scan an image than it is to memorize a long order number.
如果您还没有在确认电子邮件中包含跟踪链接，则可以将其中包含在运输确认的最终触摸中。另外，您可以简单地告知他们何时可以期待有关其订单的另一个更新。
发货确认
As a safety measure, you can also add a delivery confirmation to your series of emails. This email will be triggered as soon as the product is delivered to the provided address. Not only will it help to ensure that it was delivered to the correct person, but it can actually also help you to keep the excitement alive for longer.
您可以在此类电子邮件中包含的典型信息是有关购买，交货日期和时间，交货地址以及收据链接的信息。例如，您还可以包括送货人员的详细信息。它不仅会为相当乏味的电子邮件添加更个人化的感觉，而且还可以是一个附加的安全功能。
密码重置/提醒电子邮件
While password reset or reminder emails aren’t as exciting as order and delivery confirmations, it can still be used as an opportunity to strengthen your brand identity. So, be sure to use your color scheme and include a business logo.
为了使其更加用户友好，请确保“呼吁动作”按钮脱颖而出，并包括有关重置链接何时到期的信息。除此之外，设计非常简单。较短，越好。
帐户创建
与密码重置电子邮件类似，此交易电子邮件的目标非常简单。它已发送给用户确认其电子邮件地址以最终确定注册过程。保持设计专业人士，并让重点放在采取行动的呼吁上。
不寻常的帐户活动
While this type of email will not be sent as frequently, it’s still a crucial email template that you need to create for ensuring security. Whenever there’s an unfamiliar login location, you can send it to your customers to encourage them to update their password details. You can also use it as an opportunity to encourage customers to download your app to their other devices to prevent this type of issue from happening in the future.
退订
After one of your subscribers unsubscribes from your email list, it’s standard practice to send one last email to confirm the unsubscription was successful. Though, with the right tact, it can be turned into an opportunity to try and get the subscriber to sign up again.
You can do this by making it easy for them to subscribe immediately again by including a subscribe button. Alternatively, you can also give them the option to receive, for example, only emails about monthly discounts, instead of newsletters which they might find irrelevant.
Top Email Marketing Platforms for Sending Transactional Emails
GetResponse
From receipts to reminders, with GetResponse you can send a wide range of transactional emails to ensure your customers are always up to speed with their orders. It offers a selection of templates organized by campaign goals that you can customize to fit in with your brand’s identity. It also offers actionable analytics that you can use to keep tabs onimportant email metricslike bounce rates, email volume, and open rates.
Though, transactional emails are only included in its Max plan as a paid add-on. So, it’s most likely too pricey for smaller businesses.
sendpulse
If GetResponse’s custom pricing is too expensive for your budget, you can also check out SendPulse. If you’re not planning on sending more than 12,000 transactional emails, you can actually use it for free.
Just like GetResponse, you can use it to send transactional emails via SMTP or API. If you opt for the latter approach, you’ll be able to send transactional emails to subscribers from your website, CRM, or other web app. It also offers email effectiveness reports that you can use to keep track of important metrics.
Sendinblue
With Sendinblue, you can either use one of its 40+ responsive templates or create your own with its drag-and-drop editor. It also offers tools to help you monitor the performance of your email campaigns that include engagement and deliverability statistics in real time.
就像sendpulse一样，sendinblue也很友好，可以在其免费计划中包含交易电子邮件。但是，可以发送的电子邮件数量仅限于每天仅300封电子邮件。话虽这么说，如果您的每月电子邮件量更大，它仍然比其他一些工具更实惠，其付费计划起价为每月25美元。
Omnisend
With Omnisend’s automation workflows setup, you can send your messages at the most appropriate time and customize its content. In addition to offering automations for cart abandonment, it also includes a selection of transactional emails like order confirmations and shipping confirmations.
虽然它确实提供了一个免费的计划，但它仅允许您每月最多发送500封电子邮件，这比其他平台少得多。188滚球地址从好的方面来看，免费计划中包含了用于电子商务的SMS营销，如果您还使用此渠道来推动更多销售，则可以成为一个很好的解决方案。另外，如果您只依靠电子邮件营销，其标准电子邮件计划的起价仅为每月16美元。
包裹东西
根据您的管辖权的法律，交易电子邮件不一定仅仅用于营销。使用机智，这种类型的电子邮件可以制造出出色的营销工具，尤其是因为它们拥有一些最高的开放率。这意味着您还可以使用它来包含您希望收件人注意的额外信息，例如限时特价。
If you’ve been neglecting your transactional emails till now, it’s probably best that you turn to marketing automation. A big challenge that email marketers face is staying consistent and with the use of templates and triggered messaging you can ensure that the user experience stays the same across the board.
常见Questions
开放率是什么意思？
“打开率”这一术语实际上是非常简单的。在年代hort, it refers to how many of your email subscribers have actually opened a specific email. By keeping track of your open rate, you’ll learn more about which subject lines were the most effective and which days are the ideal time to send emails. Though, achieving a good open rate is less simple! For example, the open rate of an eCommerce company’s marketing email campaign is only about 18% on average.
How can I reduce my unsubscribe rate?
The reality is that there will always be email subscribers who choose to unsubscribe from newsletters. The good news is that on average only about 0.25% of subscribers choose to unsubscribe. If your unsubscribe rate is a lot higher, try to make your content less promotional. You could also try to send emails not as often. If you send an email after a subscriber has unsubscribed, you can also give them the option to subscribe only for certain types of emails.
Should I use an email marketing platform?
If you need to send many emails often, getting an email marketing platform is a good idea. With the help of an email marketing platform, you can automate your email and marketing campaigns, ultimately making it easier to create engaging emails. Most of these platforms also offer advanced analytics which will help you to keep track of important metrics like open rate, click-through rate, bounce rate, etc. Without this data, it’s much more challenging to improve your email campaigns. Plus, some of them offer free plans.
是否有必要确认电子邮件地址？
It’s best practice to send an email to confirm an email address whenever you get a new subscriber. By taking this extra step to get new subscribers to confirm their email address, you can improve your delivery rate and make sure that your email subscriber list has more responsive, active subscribers.
如何创建专业的电子邮件地址？
如果可能的话,最好使用相同的域名as your company’s website in your email address. If your branding stays consistent from the start, it makes it easier to create a professional image. So, familiar conventions might sound boring, but it’s wiser to use them, considering that it’s your business that’s on the line. The communication line between your business and its potential customers should also always be open. So, it’s best not to send emails from an email account to which they can’t reply.
