This post is written by Erin McKeeby. Erin is the Marketing & Community Manager for SendinBlue, an email marketing and marketing automation platform. SendinBlue empowers businesses to build and grow relationships through email campaigns, transactional emails and SMS messages. SendinBlue serves 100k+ business around the world and integrates with top ecommerce and CMS platforms like Shopify, Magento, WooCommerce and Prestashop. SendInBlue also has a Privy integration for growing your email list.
The concept of transactional emails tends to cause confusion among new email marketers, and with good reason! The name “transactional email” seems to imply that it’s simply correspondence in reference to the purchase made on your site. While purchase-related emails are types of transactional emails, there are many more examples as well. So what exactly is a transactional email?
Basically, a transactional email is any email that’s sent to an individual recipient based on an action he/she has taken. Savvy marketers will set up email campaigns based around actions taken on their site so that when someone requests a password reset, signs up for emails, makes a purchase, etc. that event triggers the sending of an email automatically. For this reason, they’re often referred to as “trigger emails” or “automatic emails” as well.
To provide more context, here are the six most common examples of transactional emails used by ecommerce sites:
1. Email Sign-Up
When someone signs up for your email newsletters or offers, you should send a confirmation email right away. This lets subscribers know that their sign-up was received and gives them an opportunity to opt-out if it was a mistake (like if the wrong email address was entered). This is also a great chance to make a good first impression! Provide exclusive content or a promotional offer in this initial email to reward them for signing up and give them an idea of what kinds of things they can expect to receive in the future. Offering something valuable to subscribers upfront increases the chances that they’ll open subsequent emails.