Top Tips For Creating Transactional Emails


1. Cross-sells And Up-sells

With your transactional emails likely to receive extremely high open rates, it’s important to take advantage of this and push for any additional sales opportunities. The objective for this doesn’t have to be for an immediate sale, but simply planting the seed for their next visit. For a retailer, this might be accessories or additional items in the series, or for a travel company, this could be car hire or airport parking.

2. Latest Promotions

If your brand carries a lot of promotions throughout the year, try using transactional emails as an opportunity to inform your customers of your current incentives. By including your latest promotion within your transactional emails, you can incentivise your customers to return to your site and place another order.

3. Recommendations

Try offering your customers related products and recommendations to generate some extra revenue, even to those who haven’t opted into your main marketing emails. There are a number of methodologies for this such as, ‘people who bought this also bought this’ or ‘more items from’. Choosing the correct term will depend on what is the best fit for your audience and brand.

4. Branding

Many marketers still simply send plain text as their transactional email. As these emails are still reflecting your brand and play a part in the overall customer experience, it’s still important to create a polished, mobile responsive HTML email which is in line with your branding.

5. Deliverability

There are still some companies out there using their internal IT infrastructure to send their transactional emails. Not using a specialist solution can often lead to deliverability issues, putting your emails at risk of landing in the junk folder. It’s also advisable to keep your transactional emails on a different IP and domain from your mainstream of marketing emails.