Now that we have definitions, let's expand on both of those cases and talk about a few examples of marketing and transactional emails. As we talked about above, a marketing email is content that is intended for a commercial purpose. A newsletter is a great example of this, because it's intended to drive the recipient towards making a purchase or downloading content that brings them further down the funnel.
I recently received this newsletter from Men's Wearhouse which highlights a daily deal, and related items that the recipient may be interested in purchasing. In this case, it's obvious that this is considered a marketing email. But what about all of those emails you send to promote content and get visitors to download offers?
It's more of a gray area, but it's safe to expect most of that email to also be marketing related as it's intended purpose is to educate and drive clients/customers to some expected commercial transaction, whether that's making a purchase, upgrading their subscription, or anything that is related to a commercial deal or transaction.
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Here are a few emails that are likely marketing-related:
- Email Newsletters
- Content Promotion & Offers
- Sales Emails & Communication
Transactional Email Examples
- Order confirmation or receipt
- Purchase abandonment
- Customer feedback
- Security check
- Password reset
- Notification emails
- Welcome email
- Cold lead activation email
- Double opt-in
1. Order Confirmation or Receipt
Transactional email is different and contains critical information that is relevant to each recipient. For example, after recently purchasing a new modem, Amazon let me know that the modem had shipped and enabled me to track the package.
As you can see this email is personalized to me and contains information that is based on my previous transactional behavior with Amazon. If you have recently purchased an item from any ecommerce store, it's likely you've seen an email very similar to this.
But wait... I'm sure you noticed in the Amazon email example there is a section on items that are related to the purchase made. Doesn't this seem like a marketing email?
This is where the line between marketing email and transactional email, as well as legality, gets blurred very easily. There is no one right answer that will fit every countries email sending laws, and to highlight this lets use the Amazon email as an example with U.S. CAN-SPAM laws and the Canadian Anti-Spam Legislation.
In the U.S. this Amazon email would likely be considered transactional as it's primary purpose is based on my commercial relationship with Amazon. What I mean is, the email subject is about my order, the first information I see is about my package, where it was shipped, and details of the order, and then secondary to all of that other content, are a few related items others have bought. In Canada (or if this email was being sent to someone in Canada), it's not ok to include related items within your transactional email, and the whole frequently purchased section would have to be removed.
Here are a few emails you can send that are transactional: (again, ensure any content you include within your email adheres to local email sending laws and practices before sending the email)
- Commerce receipts and shipment notifications
- Account updates (i.e. you have new followers on Twitter)
- Password changes
- Loan reminder
- Communication of changes to employment benefits with employees
2. Purchase Abandonment
Sometimes when visitors add an item or two to their cart, they don't complete the transaction right away. This is incredibly frustrating for marketers -- users are on their site and interested in making a purchase, but they bail at the last minute. Cart abandonment rates can be mitigated by excellent transactional emails. If the customer forgot about their cart or were momentarily distracted by something else, this email will seamlessly bring them back the point of sale.
3. Customer Feedback
Feedback is critical for a business, but it can be difficult to obtain. Customers are unlikely to seek out feedback forms, so transactional emails can be a great way to reduce friction in the feedback process.
4. Security Check
Cybersecurity is important -- customers expect that their information is safe and private.
By sending a transactional email every time there is a new login or access from new device, sending an email to let the user know is both a courtesy and a protective measure. By sending a security check, contacts will either feel confident that their data is safe or take further security actions.
5. Password Reset
We've all been locked out of websites before, and the easiest way to log back in is to click "forgot my password" and have the site send you a password reset link. These resets contain critical cybersecurity information that is personal to each user, making transactional emails the best option.
6. Notification Emails
Source: Neil Patel
Some websites choose to send transactional emails when there is activity or interactions with a user's profile. Facebook, for example, can send emails when users receive messages or someone posts on their wall. Users can edit the frequency of notification emails in their account settings, but Facebook might send a transactional email to motivate less active users to reengage with the platform.
7. Welcome Email
Welcome emails are transactional emails that are sent after users sign up for a service, subscribe to a newsletter, or otherwise provide contact information on a landing page.
Great welcome emails -- like this example from Lyft -- confirms that the user entered the correct information and is signed up for the service.
8. Cold Lead Activation
Sometimes after a visitor provides contact information or briefly engages with a company, all their activity stops. For Duolingo, this would look like a user downloading the app and trying out some of its features before abandoning it. Transactional emails can help remind users to reengage with the product.
9. Double Opt-In
A double opt-in email is sent after a visitor fills out a form and receives a confirmation email -- in the email, the contact is asked to confirm their information. This allows their email address and other important information to be added to your contact lists. Companies like Macy's often use transactional emails to verify that contacts are legitimate and valid.
Source: Bourn Creative
Transactional Email in HubSpot
There are three ways of sending transactional email with HubSpot which give you the flexibility to send any transactional messages needed. To send transactional emails, you must have first purchased the transactional email add-on. Only some companies need to send transactional emails, so it is not part of the core HubSpot package. To explore transactional email, contact your customer success manager.
- Email Editor: Just like sending traditional marketing email, you can also send transactional email. We will describe using this transactional email type below.
- Automated Email Workflows: You can setup triggers and conditions that utilize transactional email to deliver a relationship based message (such as the delivery of an ebook).
- SMTP API: This is the most considered the most common method of sending transactional email, and is supported by HubSpot.
To start, login in to HubSpot and go into Content > Email. From the email interface, within the Subscription Type drop-down, select Transactional. By doing so you will notice that the traditional footer of your email that contains unsubscribe information is removed. This is because transactional email bypasses subscription preferences, and enables you to send to recipients that you have a relationship with regardless of their subscription settings.
Just like a traditional marketing email, you will be able to measure the performance of a transactional email within HubSpot and also see user information about email interactions within the contact record.
When using marketing, and transactional email together in the right ways it can be a powerful combination that delivers a remarkable experience. Transactional email should always further an existing relationship you already have and can be used in many different ways to accomplish that.
Transactional Email Best Practices
The companies that have successful transactional emails treat them like opportunities rather than an obligation -- this is a chance to cultivate a strong customer relationship and positive perception of your brand. That said, there are some basic customer expectations of transactional emails. Customers are assuming that they'll see a summary of what they bought online and what they can expect from next steps -- when their items will be delivered, where to pick them up, or how to access their online tools. Welcome emails are expected after visitors subscribe to the blog, enroll in a free service, or otherwise register their email with you.
Beyond baseline transactional email etiquette, there are a few details that can make your brand stand out. Email subject lines ought to be descriptive but concise -- users should receive the email and know exactly why they're getting it. Dynamic personalization -- like the customer's name, order number, purchase details, or other details -- can make customers feel valued and catered to.
Add suggested products or offerings to your email. If a customer has purchased something from you in the past, they are more easily influenced to buy from you again. Reducing friction and barriers to buying -- like adding in suggested products to order confirmations -- could get you there.
Lastly, keeping your copy enthusiastic and helpful can only help your brand. Consistent brand messaging tells receivers that your company is reliable and professional.
Originally published Jul 25, 2019 4:00:00 PM, updated July 26 2019