Transactional emails are one-to-one emails that are triggered by specific actions, such as completing a purchase or signing up for a newsletter. We can set all these up for you – just ask!
1. Confirmation Email
It’s immensely frustrating to register for an event and not know if the registration went through or not. To avoid confusion, keep these emails simple, with just a brief summary of the information your recipients want to confirm. Don’t play too much with design – they just want to know if their action was completed and move on.
2. Form Submission Kickback Email
Whenever anyone fills out a form on your site, a kickback email should be generated. This could be a thank you email, or a link to the content they were told they could access by completing the form (i.e. here is the link to the ebook you wanted to download).
It’s annoying when you want to download your ebook later but can’t find the link – kickback emails solve that problem. Ensure the call to action is bold and clear, and links directly to the content and NOT the form! Don’t complicate these emails by adding extra marketing information – your reader is looking for the content they already know they redeemed and nothing more.
3. Welcome Email
The welcome email is a great way to thank people for signing up to your newsletter, product trial, or other offer, and can provide any information pertinent to their subscription (“the trial lasts 14 days”; or “you’ll receive a newsletter once a month”). This email should include the specifics of your offer, but can also showcase your brand’s personality and highlight the value of what they signed up for. It’s a great place to explain how everything works and what users need to do to get started.
4. Lead Nurturing Email
Depending on the specific action someone takes in your email (eg: click ‘Button A’ in newsletter 3) you could enrol them in a ‘lead nurturing campaign’. This is an automated series of emails containing useful, targeted content. This campaign is designed to nurture leads until they’re ready to buy.
Example: Send a newsletter to your database about Product X. If readers click the ‘More Information’ button, they are taken to the product page online, but are ALSO enrolled in your lead nurturing campaign. 1 week later they are sent another email, “10 Facts about Product X”, with an option to download a brochure, or an option to see related products. Depending on what they choose, they will receive the next piece of information based on their selection. These branches can continue until either they buy, or they display a sufficient lack of interest and are routed to the campaign exit.
In lead nurturing emails, it’s important to make it clear why recipients are receiving the email. You could say: “We noticed you’re into [Topic X] since you downloaded our [Topic X] ebook, and we thought you might want to learn more about [Topic X]”. Once you’ve addressed why recipients are getting the email, you can format them similarly to your other marketing emails. Pay very careful attention to your campaign planning, setup, segmentation, and timing – if any of these are off, it could impact the entire campaign.
Ultimately emails should be VALUABLE as well as visually appealing. Share the key information in its most appropriate format and make it RELEVANT to your audience!