Since the late 1990s, companies have started to send purchase e-receipts and service emails to customers, called these emails as transactional emails. They were a new email campaign that nowadays became a necessity. So, what do transactional emails mean and why nowadays they became so important?
What do transactional emails mean?
The difference between promotional and transactional emails is that transactional emails are triggered and automatically sent only on a customer request, that make them more expected and engagement. Their costs are also lower than promotional email costs.
These emails are sending 1-to-1 that means they aren’t meant for several people. Registration notification email, unsubscribing email, cart abandonment email, welcome email, invoice or receipt email, order status email, and similar emails belong to transactional emails. The most important factor of these emails is timely delivery because they provide the paramount services. Customers want to receive their emails as fast as possible and don’t want to wait.
Some markets, for example, the Czech Republic market, often prefer to send transactional emails independently trough CRM databases. So, what are the risks of sending these emails independently? Why it is more beneficial to trust and send these emails by ESPs (Email Service Providers)?
The first reason – Timely delivery
The first and the most important factor is that ESPs guarantee delivering on time. The standards say that the delivering time the emails should take maximally is 10 Sec., but even better when the email is delivered on 5 Sec. It is significant because, disregarding the requirements, companies can lose their potential customers and their reputation might be hurt. For instance, if customers don’t receive their email on time or their email gets into spam mailbox, they start to worry and may go away, and the sale may be over. Otherwise, if the companies deliver emails incredibly fast, they have the customers’ loyalty. Because of the positive experience, customers also recommend these companies to others, for example, to their friends. Special platforms that are used to send these emails (such as API) reduce the risks receiving email untimely. To get bigger satisfaction from the customer side, businesses also need to bear in mind that most of the customers (notably young people) use mobile devices to read emails, so, the emails should be customized for multiple devices.
Transactional emails are separated from other emails, for example, from promotional emails, that mean, they aren’t sent from the same IP and sender that decrease the risk getting into spam mailbox. Companies often sin and don’t separate these emails, and only some ESPs like the Sendigo always do it right. To be sure that the emails are delivered immediately to the different provider’s servers, ESPs cooperate with major email providers like the Gmail, Hotmail, Outlook, Yahoo, other major local providers, etc.
The second reason – Ability to monitor the emails
For every business it is very important to have the full understanding about their email activities after sending. It is possible, using ESP offered systems because they show in which time the emails are delivered to particular customers and are they delivered at all? In case the emails are not delivered, businesses see the reason why. They are also able to see the reason their customers open emails. The ESP platforms give the ability to see and analyze where (geographical indication) and when the customers open emails, what devices are used to read emails, etc.
Thanks to these platforms, business can analyze their results, in example, open rates, CTR, delivery rates, bounce rates, ROI, etc. The analyzing is done within minutes. So, to do full analyze, there are necessary special platforms because it requires a lot of work and time, and the next, third reason follows from this.
The third reason – Saving the time and resources
Without ESP platforms help, a lot of emails just can’t be sent, for example, abandoned cart emails. It requires a lot of preparatory work and everyday worries, and it also minimizes the free time. The ESP systems are more open to integration. That means it is possible to combine multiple, often separate systems, into one for ease of working. In this way, companies can use system’s key to their website or app, do A/B testing, tracking and planning the emails. It saves companies time and resources because the system does all in the human place despite the number of emails. Sending transactional emails through own system, it is often a struggle, but the ESP systems will give the free time and the rapidly email delivery to the customers. Then, it will be able to work less and more effectively, not sending about a thousand emails per day.
According to mentioned reasons, the transactional emails need to be functional – they need to fall into the right mailbox on the right time. In turn, sending transactional email independently has long been outdated technique. Cooperating with ESPs, companies are guaranteed to stability, confidence and also the work speedily progress.
So, the conclusion is that, if companies want to be evolved and to act more effectively, they need to improve their businesses, accepting newer changes and using stable solutions because the environment of ecommerce is regularly changing and it always introduces the new requirements that all companies need to be ready for.