Transactional emails are one of the most effective touchpoints for engaging customers. In fact, Experian found that their open rates are 8x higher than traditional marketing emails. Even more, according to Campaign Monitor, they generate 6x more revenue. Still, many marketers underestimate and underutilize the opportunities offered by these seemingly run-of-the-mill messages.

But transactional emails don’t have to be dull or daunting. We’re sharing four quick tips on how to optimize these important automated notifications to improve customer experience and provide the helpful information your customers need (and expect).

Transactional Emails: The Basics

Before we dive in, let’s first go back to the basics. Transactional emails have one purpose: to relay important information to your customers.

Triggered by a specific action taken by a customer on your site, these one-to-one, post-purchase touchpoints are crucial in customer satisfaction and retention. However, transactional emails are all too often “set it and forget it” programs. From order and shipping confirmations, to purchase receipts and tracking updates, cart abandonment reminders and more, context is key for these timely, triggered emails.

Get started with a few simple guidelines to ensure your transactional emails inform and impress:

• Are you setting the stage? Craft a strong subject line and header that reflects the purpose of the transactional message.
• Are you prioritizing the right content? Transactional content should appear first, while commercial content comes second.
• Are you providing a cohesive customer experience? Transactional emails often feel dated, off-brand, and deliver an inconsistent customer experience from other marketing efforts.
• Are you adding value? A compelling transactional email is informative, personalized, and customer service focused.
• Are you driving the customer’s next step? Include calls-to-action to encourage customers to reengage post-purchase.

Enhancing your transactional emails enables you to extend your company’s relationship with a customer throughout every interaction, while awarding the opportunity for cross-sells or upsells. Follow along to discover how to boost customers’ post-purchase experience by optimizing your brand’s transactional emails.