Relevant, personalized and timely transactional emails are virtually impossible to over-hype as they can generate five times more revenue than non-transactional messages. Even though these messages are some of the most highly read emails sent by retailers, because they're so common improving them is often an afterthought. However, their value shouldn't be overlooked, as each additional open holds the potential to increase engagement and generate sales.
What’s a Transactional Email?
When used in e-commerce, transactional emails are automated messages based on some sort of transactional relationship between the consumer and the brand, such as an order or shipping confirmation. Because of the personal nature of the messages, transactional emails always deliver value for recipients. When they demand attention and are engaging, these types of emails often have higher open and clickthrough rates than promotional emails.
By optimizing three key elements of transactional emails, retailers can see greater return on investment and results, such as increased open rates.