Transactional emails: Benefits of unified email marketing automation

Most businesses continue to use separate systems for sending marketing emails and transactional emails. But this separation creates challenges for both customers and businesses. 

With Agillic, that separation doesn’t exist. 

Businesses can send both types of emails from the same platform, streamlining and unifying their email communications, collecting and deploying universal customer data, and maintaining brand consistency. 

What are transactional emails?

Transactional emails are one-to-one communications that provide specific information relevant to an action taken by a user or customer. Unlike marketing emails, which require opt-in permission, transactional emails can be sent without permission. Since transactional emails have a high engagement rate, they help increase conversion rates. 

Reusing personalization across channels creates branding alignment across email disciplines, enabling more people to interact with your content. Supplemental material in transactional emails can add value to customers and help gain permission to send marketing information.

Using the Agillic platform for transactional emails facilitates unified reporting, optimal data collection, and full oversight of each customer’s communications. To ensure high delivery rates, transactional emails are sent using a different domain than marketing emails. 

This enables businesses to respect unsubscribes and complaints on the marketing email domain while ensuring that customers receive the transactional emails they need.

Transactional email use cases

There are numerous types of transactional emails. 

• Welcome emails confirm a new user or customer’s enrollment with a brand and welcome them to a service, platform, or organisation. 
• Two-factor authentication emails create additional security by requiring confirmation when attempting to log into a customer’s account. 
• Password reset emails enable customers to reset their passwords when locked out of their accounts due to forgotten account information. 
• Order confirmation and e-receipt emails confirm and provide proof of recent purchases on a platform. 
• Shipping notification emails alert customers that a purchase is in transit.

Using Agillic, businesses can include relevant attachments and supplemental information in their transactional emails. 

This creates value and brand loyalty without jeopardising GDPR compliance. 

For instance…

• Retailers can send product care, use or sourcing information
• NGOs and charities can include relevant petitions or donation information
• Travel and leisure companies can include suggestions for attractions and activities
• Finance companies can include contact information for financial advisors and information about upcoming events
• Subscription companies can include event or company information.
• Organisations can link to their website or include further brand information, so long as none of it directly pushes sales. 

Despite the benefits, businesses must use data lawfully, transparently, and fairly when sending transactional emails and failing to do so can result in legal repercussions. Businesses must consider the scope and purpose of their transactional emails and operate in line with GDPR regulations.

Recent statistics show that email marketing automation improves customer engagement, increases revenue, and saves time. For example, businesses using marketing automation experience a 53% higher conversion rate and a 3.1% higher click-through rate than those who do not. Moreover, transactional emails have an average open rate of 45%, compared to 18% for promotional emails.

Using Agillic to send both marketing and transactional emails from the same platform can help businesses streamline their communications, collect and deploy universal customer data, and maintain brand consistency while ensuring high delivery rates to the right customers.