Email marketing is a strategy for the acquisition of new clients and increasing retention. When it comes to emails, there are two kinds we send transactional and marketing emails.

What’s the difference between marketing emails and transactional emails? We’ve discussed it here. Feel free to read it!

A transactional email is a one-to-one way of communicating with the recipient. These messages are triggered by a customer’s interaction with your product. For example, when a user forgets the password, he/she sends you the request to generate A new one. Here is the moment for you to shine and send him the transactional email with the instruction about how to create a new password.

According to Experian reports, the average revenue per transactional email is two to five times greater than standard bulk emails. They also have higher OR and CTR.

The types of transactional emails may vary due to the industry. Below we present the ones you will be able to adapt to your kind of business.

Email confirmation
The majority of brands allow customers to create an account on their website. In particular, it is the right solution for general dating services. Below you will find the example of an email confirmation letter.

HeadWay does a good job here! They don’t only ask for confirmation but also give plenty of useful information.
  • Brand identification elements like the title of the business and its colors
  • Links to social media accounts
  • In-depth information about the HeadWay app
  • Links to the App Store, where users can download the app
  • A friendly note from the HeadWay Team at the end of the email
These components are simple but they increase brand recognition and make it easier for the recipients to communicate with them or use the app.
Password recovery
Nowadays, we have to create a new password for the majority of online services. No wonder we tend to forget them all the time! Here is the moment when a password recovery email comes to aid. It is an automated message the recipient gets when they ask for it.

Netflix sends a short and simple email in which they describe how the user can reset the password. Some critical elements you should pay attention to:
  • The email is personalized with the name of the user;
  • It gives short instruction on how to create a new password;
  • It allows learning more about the user’s recent activity on the website;
  • They provide contact details in case the user needs help;
  • The team emphasizes that they are the user’s friends!
One of the crucial features of a password recovery email is the tempo you send it. The faster the users will receive it, the more satisfied they will be.
Membership or subscription cancellation
If the users purchase paid services on your platform, feel free to remind them about its expiration date, as EmilyDates does. They send a short notification to ensure the recipients will prolong the service and keep enjoying the full range of opportunities on their website.
An email receipt/order confirmation is an automated message that includes personal data about customers and the order's details. This receipt or order confirmation is something the customers expect to receive. It is a sign that they did everything right, and their order is going to be processed. You can check the sample from Scribd here.
What information can you add to this email?
  • Customer's name
  • Order number
  • Username/Email address
  • Title of the product/service
  • Amount charged
  • Payment method
  • Expiration date
Event-driven email - example 1
An event-driven email works like a mobile phone push notification. Its purpose is to notify the recipient about a particular activity on their account. For instance, you can use it like alerts about a new message on your platform, a new collection on your online shop, etc.

Trello uses it to notify its users about new tasks on a particular board or comment on a task. Usually, it is a short notification that depicts the body of the comment.
Event-driven email - example 2
Event-driven emails might be easily adapted to general dating services and communication platforms. Kismia leverages this type of email to notify the users about the recent activity on their accounts, such as likes, visits, gifts, or texts.
Abandoned cart email
An abandoned cart email classifies to behavioral, transactional emails. Marketers use it to increase customers’ loyalty and achieve certain milestones. For instance, Beardbrand sends the abandoned cart email to remind and encourage to complete the purchase. The key components of it are:
  • Personalization by name
  • Short and concise copy reminding about the website
  • Product the customer was interested in
  • Prominent and well-visible CTA (even two call-to-action buttons!)
Learn more about transactional emails and get creative! It is a great tool to communicate with your customers and convert leads into permanent clients. Moreover, you can adapt the mentioned messages to your industry and business goals.