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As with every interaction that you have with a lead or customer, transactional emails are crucial to your business’ success.
Ignoring the importance of these communications can have a major impact on your customer’s experience and your brand’s trustability.
In this post, you’ll learn everything there is to know about transactional emails — 5 of the main types with examples, plus we’ll offer insight into:
Let’s get started!
These emails are intended to provide all the necessary details that the recipient needs based on the specific action or request that they’ve made.
Common examples of transactional emails include:
To send transactional emails, you’ll need to integrate with a transactional email service provider.
With systeme.io, transactional emails are sent with dedicated IP addresses to ensure that the emails get received.
When a lead or customer takes a specific action on your website, they’re waiting for the relevant information to proceed in their customer journey.
This is why transactional emails typically see higher customer or user engagement click rates — 8x that of standard marketing emails.
Here’s what you risk by not providing a transactional email with what they need in these critical moments:
Transactional emails encourage repeat business — this explains why they can increase your revenue by 6x that of your marketing campaigns.
Let’s take a closer look at what makes an email transactional, and how they’re different from a marketing email.
When it comes to the legality of including marketing content in your transactional email, this depends on your local laws:
Be sure to check the regulations in your and your recipients' areas carefully.
Going against these laws can do more than just impact your email deliverability.
Emails triggered by abandoned carts are also only sent to the individual.
This might sound like it fits the requirements for a transactional email, but some laws consider it a marketing message.
Before you send these kinds of emails, be sure to read up on the relevant laws as we mentioned in the previous section.
These are the 5 most commonly used transactional emails that we’ll be exploring:
A confirmation email can include:
A customer should never be left unsure about the status of their transaction.
Order confirmation notification emails are one of the most popular transactional emails that are sent.
In these emails, you can expect to see the following 7 elements:
1. A clear subject line
2. Reassurance that the order has been received
3. The customer’s name and order number
4. Billing information
5. Shipping expectations
6. Details related to the purchase, or purchase receipts
7. Customer service contact details
Here’s an example of a confirmation email that includes the above, plus a few extras:
Company — Casper
Subject line — Thank you for your order (#R650000650)
Casper’s order confirmations start by nailing the first 3 elements, plus they’ve added the main benefit of the product to get the customer excited.
Next, they provide the billing and shipping details:
This is followed by a summary of the purchase details, including the items ordered, and what was paid:
The email ends with information to contact support and a CTA to encourage customers to refer Casper to their friends:
Once the order confirmation has been sent, you should continue to keep your customer in the loop about their order.
Here’s where delivery and shipping confirmation emails come in.
Besides a clear subject line, you can expect to see the following:
1. A link to track their order and/or an expected delivery date
2. Order number and purchase receipts
3. Shipping details
If there are delays or cancellations, these should be acknowledged and communicated to the customer immediately.
Shipping notification emails like the one from Feals use all the elements listed above to create a successful transactional email:
Company — Feals
Subject line — Feals Shipment Notification #65000050
The beginning of the email starts with a tease to remind customers of what’s on its way.
This transactional email continues by providing all 3 elements:
As with Casper’s transactional email, this email also ends with a CTA to refer Feals to their friends:
To ensure a hiccup-free customer experience, you should also add contact details in case your customer needs to contact support for assistance.
To build trust with your customers, you should ensure that they’re notified of matters related to their account activity, some examples include:
The most common of these are account creation emails and password reset emails.
Account creation notifications can be used to:
Here’s an example of an account creation confirmation email that acts as a double opt-in and a welcome email:
Company — Discord
Subject line — Verify Email
As stated in the subject line, the purpose of this transactional email is to get the user to verify their email — it starts with a welcome message:
The email goes on to provide:
Including welcome messages the way Discord has is also a great way to show new customers that you value them.
To learn more about crafting killer welcome emails, click here.
If a user can’t gain access to their account promptly, this will impact your customer satisfaction and the trust you’ve built with them.
Password reset emails are short and they provide clear reset instructions — usually with a single CTA button as the focal point, or a link (sometimes both).
For password resets, it’s best practice to ensure that:
Trello makes password resets personal, secure, and easy — and they’ve added:
Communication is key to providing positive customer experiences — whether it’s responding to a support request or requesting feedback.
Even an automated email acknowledging support requests or feedback will go a long way in terms of your customer support satisfaction.
Sending a transactional email requesting feedback from a customer who has recently bought something from you, will allow you to:
These emails tend to include:
As we can see with the example below, the email isn’t smothered with irrelevant content and CTAs:
Company — Lyft
Subject line — Your recent experience with Lyft
Lyft's feedback request includes:
Let’s get into 9 practices that successful transactional emails have in common before we unveil the perfect all-in-one email marketing tool.
1. Use clear branding
2. Personalize your emails and be enthusiastic
3. Place the important information close to the top of the email
4. Have your email subject line reflect the content within
5. Comply with the email marketing laws
6. Use email automation to ensure that the emails go out right away
7. Make it easy for customers to contact support
8. Optimize your emails for mobile devices
9. If the laws permit a promotional message, keep the main focus of the email on the transaction
As with your marketing emails, your transactional email messages should be personalized, informative, and engaging.
Systeme.io is the only marketing platform that you need to handle all of your customer communication needs.
Using our email marketing tool, you can send your automated emails with our workflow builder and automation rules:
systeme.io’s powerful workflow builder
Simply pick the action and the corresponding trigger to ensure that your email reaches your customers right when they need it.
For example, you can send automated transactional emails such as:
Plus, our email marketing tool also allows you to:
Not only does systeme.io provide everything to meet your email marketing needs — we’re an all-in-one marketing machine!
Launch, automate, and grow your entire business all from one platform with these tools:
systeme.io’s toolbox of features
Scaling with us is also super affordable — we even have a forever Free plan:
systeme.io’s pricing plans
With our Free plan, you’ll get 1:
Plus you’ll get:
For an in-depth look at what our platform has to offer on each of our 4 plans, click here.
Sending a transactional email when your customer needs it is crucial to building strong customer relationships.
Partnering with a platform like systeme.io that allows you to send automated emails is a no-brainer.
Make sure you never miss another customer communication opportunity — and see what more systeme.io can do for you by signing up today.
Other posts about email marketing:
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