Why transactional emails should not be an afterthought

"Transactional email" is a misnomer. A transaction implies give and take. 🤔 When I hear the term "transactional email" it suggests an exchange. Viewing these emails purely as transactions can sometimes lead me down the wrong path. Focusing mainly on what I can get in return, whether it's a confirmation of receipt, a completed action, or a follow-up, can truly limit the true potential of my communication. Now, do not get me wrong. These emails still need to do their job. If you ordered something, you want to know where it is, right? But I suggest we do not stop there. Instead of just delivering the message, why not throw in a little extra? A tip, a suggestion, or even a simple "Hey Keith, thanks for sticking around!" or "Your account Keith is created, here is how most people navigate around" By narrowing our approach to just the transaction, we miss out on the chance to build deeper relationships with our audience. Transactional emails can be so much more than just fulfilling an obligation—they can be moments where we provide real value, strengthening the bond with our customers. But here is something else I need to consider: 🎯 I do not want to go overboard. 🎯 I do not want to turn a quick confirmation email into a novel 🎯 Provide value, just a little sprinkle, a touch of personality, something to remind them that there's a real person on the other side of that screen. So, I propose to think of these emails not as transactions, but as opportunities. Opportunities to build relationships, one email at a time. Bonus if you can do it without making it weird and always striking the right balance.

The Loyalty Loop: Why the real work begins after the sale ♻️ I've spent 15+ years in ecommerce, and this might be my most important lesson: The moment a customer hits "buy" isn't the end of your job, it's actually just the beginning. The post-purchase experience is where customer loyalty is born. Yet so many brands treat it as an afterthought. Here's what happens when brands get it wrong: - Generic order confirmations - Impersonal shipping updates - Radio silence until the next sale or - Immediately pushing the next purchase All these mistakes turn what should be the start of a relationship into a transactional dead end. The best DTC brands we work with understand that the post-purchase journey is their competitive advantage. They: ✅ Transform transactional emails into brand experiences ✅ Create thoughtful unboxing moments that customers want to share ✅ Provide genuine value before asking for another sale ✅ Use data to personalise future communications based on purchase behaviour The loyalty loop works because it feels natural. It's not forcing another purchase, it's creating such a brilliant experience that customers naturally want to come back. What's the best post-purchase experience you've had as a customer? I'd love to hear what made it memorable! #CustomerLoyalty #RetentionMarketing #DTCBrands #CustomerExperience #EmailMarketing

Transactional notifications, those automated messages triggered by specific user actions or system events, are a critical component of a positive user experience. They provide timely updates, confirmations, and important information, keeping users informed and engaged. However, poorly designed transactional notifications can be intrusive, confusing, or even ignored. This article explores best practices for crafting effective transactional notifications. Key Principles for Effective Transactional Notifications: Timeliness: Notifications should be delivered promptly, immediately after the triggering event. Delays can lead to confusion and frustration. Clarity: The message should be clear, concise, and easy to understand. Avoid jargon and use simple language. Relevance: The information provided should be directly relevant to the user and their recent interaction. Actionable: Include clear calls to action, guiding users on what steps to take next (e.g., "View Order," "Track Shipment," "Confirm Booking"). Personalized: Whenever possible, personalize the notification by including the user's name or other relevant details. Channel Optimisation: Choose the right channel for the notification (e.g., email, push notification, in-app message). Consider the urgency and context of the message. Frequency Control: Avoid overwhelming users with excessive notifications. Implement frequency capping and allow users to manage their notification preferences. By adhering to these principles, businesses can transform transactional notifications from mere updates into valuable touch points that enhance user engagement, build trust, and drive positive user experiences. #ux #userexperience #mobileux #designthinking

Everyone in email marketing is obsessed with welcome flows, abandonment flows, etc.—and rightfully so. But, there's 1 type of email that 90% of brands overlook in their retention strategy: Transactional emails Transactional emails and texts have significantly higher engagement rates than your standard marketing emails and texts. Why? For starters, it doesn’t matter whether the customer has opted into email or SMS marketing; since the communications are transactional, everyone receives them regardless of opt-in status. Also, these messages' open and click rates are significantly higher than on standard marketing communications. Average open rates vary from 40-80%, and click rates are between 8-20%, whereas marketing emails typically range from 15-25% and 1-5%, respectively. Why? Transactional communications are extremely relevant and necessary for a customer who is already engaged—after all, they literally just bought! In terms of the tracking page, customers will, on average, check their order tracking page 4.6 times per order. This typically makes up 10-20% of our client’s website traffic. Framed in another light, if you’re not leveraging custom order tracking pages, you are missing out on potential monetization opportunities with 10-20% of your site traffic, site traffic that is highly engaged with your brand as they are already customers.

Your Order Confirmation Email Is a Goldmine. Stop Wasting It. Someone’s just bought from you. They’re excited. Engaged. Eyes glued to the inbox. And what do they get? 🧾 “Your order has been received. Here’s a number. Bye.” Snore. Come on now — that email’s got sky-high open rates and their full attention. ✨ Use it! ✨ Recommend something to go with their order Invite them to join your loyalty club Show them how to get the most out of what they just bought Let your brand personality shine Every transactional email is a chance to surprise, delight, and drive more value. Don’t treat it like a boring receipt. Treat it like your second first impression. Just remember to stay within the legislation regarding the allowable percentage of marketing within a transactional email. What’s your confirmation email doing right now — informing or transforming?" #emailmarketing #transpromo #transactionalemails

Why transactional messages can boost conversion rates AND lifetime value Too many companies focus solely on website optimization for CRO. But the real game-changer? Transactional messages. Email. SMS. Chat. They all have a direct impact not just on conversion, but on potential customer lifetime value. Why? When you sign up for a newsletter, subscription or make a purchase, you are engaged with the company. But it’s so common to get bland transactional messages with no love whatsoever. It’s like ‘Thank you, come again’. No enthusiasm. No incitement. We’re not talking complete love bombing the person, but try something like: ’Thank you, {first name}. "We’re thrilled to have you as a client and hopefully you will have years of enjoyment from this. 'The best way to get the most out of your product/service/subscription is XYC…’ --- You are sending them transactional emails anyway, so it doesn’t take much to add some love. It might mean a lot to the customer. Just last week I ordered something online and when I got the shipment it had a single piece of paper as a ‘Thank you’ slip. I thought ‘these people really couldn’t care less about me’. Will I recommend them to a friend? Probably not. Will I buy from them again. Probably not. Because first impressions leave a lasting impact. Don't make the same mistake! They should be relationship builders not cold connections. Here's some other tips to improve them: 1. Use the customer's name 2. Express genuine enthusiasm 3. Provide next steps or best practices 4. Offer additional support or resources 5. Include a personal touch or brand personality Remember: Every message is an opportunity to strengthen customer relationships and drive long-term value. If your transactional message isn’t working hard enough, you should evaluate it. - PS: Hi, I'm Marty. Since 2002 we have created over $1 BILLION in value for over 1500 clients through conversion rate optimization. If you are frustrated with your website's conversion rates, DM me and let's talk. You could see an increase of 25% in only 3-6 months.

Most brands either don’t have a post-purchase flow (thinking that the order confirmation email will do the work) —or they just throw in a random discount and call it a day. Huge mistake. Why? Because the post-purchase flow is one of the most powerful tools for customer retention, lifetime value, and brand loyalty. Here’s what you should be doing instead. ⬇️ Goals of a High-Converting Post-Purchase Flow: ✅ Prevent buyer’s remorse by reinforcing their decision ✅ Keep them excited while they wait for their order ✅ Educate them on product use (especially if setup matters) ✅ Convert first-time buyers into repeat customers ✅ Segment and nurture VIP customers differently Some ideas to consider: 📌 A personalized thank-you note that varies based on whether it’s their 1st or 5th purchase. 📌 Content that builds excitement and makes them feel great about their decision. 📌 Product education & best practices to ensure a seamless experience and reduce return rate. 📌 A plain-text check-in email before requesting a review (to prevent bad feedback). 📌 Smart segmentation for tailored upsells and repeat purchase nudges. I broke this down in my latest YouTube video 🎥: https://lnkd.in/dJqHdRwR Most brands leave money on the table by treating post-purchase like an afterthought. But done right? This flow can be a retention powerhouse. 👇 How are you handling post-purchase emails right now?