Transactional emails are one-time triggered responses to certain actions. They aren’t bulk emails businesses send out to their entire mailing list. In fact, these triggered emails do not require people to opt in to receive them. Examples of transactional emails include the following.
- Password reset notifications
- Order confirmations or thank you emails
- Order status emails
- Dropped basket or abandoned cart notifications
- Email receipts
- Reorder emails
- Welcome letters
- Blog or social media comment notifications
- Product updates or recall information
- Warranty information
- Customer support or help desk notifications
Any of these can be considered transactional emails because they are triggered by a specific past or present transactional event.
In addition to not being required to opt in to receive transactional emails, you cannot add these email addresses to your bulk subscriber lists or you run the risk of falling out of compliance with CAN-SPAM laws. You also run the risk of alienating your customer base.
What’s the Big Deal about Transactional Emails?
For many businesses, transactional emails represent significant missed opportunities. These are not simply times when it’s OK to email existing or potential customers without an opt-in confirmation. They offer the opportunity to include a promotional message within the email as well.
Considering the fact that transactional messages have a47 percent open and 20 percent click rate, it’s a huge opportunity to get eyes on your marketing message. An opportunity that is allowable and in compliance with CAN-SPAM regulations as you are sending a dual use message that combines a transactional component with a promotional message. The law does require that the email’s primary purpose remain the transaction and that the subject line and email body should bear that out.
Increasing Engagement with Transactional Emails
Engagement is important for small businesses today. You need to engage your customers any way you can. Using transactional emails is just taking advantage of another tool in your arsenal.
When sending out “Thank You” letters, be sure to include other products or services your business offers and invite them to join your email list. You’re not only showing outstanding customer service skills, but also taking an opportunity to cross promote other goods you have available in a highly targeted manner. You already know products and goods the customer is interested in. You can easily cross promote products and services that complement their existing purchases.
Ask for feedback, invite them to join rewards programs, and offer to answer questions they may have. These things help you build better relationships with your customers. In turn, it makes them more loyal to you.
Businesses operating online in any capacity, whether it’s a website, email list, or conducting business transactions on the Internet, needs cyber liability insurance. In light of all the high-profile instances of data breaches, your small business really cannot afford the risk of a potential data breach without this valuable insurance protection.