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Why Email Personalization is Essential for Transactional Emails

By
Phil Davis
-
Transactional Email Personalization

Businesses that use email personalization in their promotional marketing earn 11 percent higher click-to-open rates and 27 percent higher unique click rates than those that don’t use personalization according to Experian.

In other words, a personalized promotional email can drive a massive amount of conversions in a short period of time. But while these messages are important, focusing all your email personalization efforts on promotional campaigns can be a mistake.

But transactional emails need love, too. Personalizing these sorts of messages can help kick relationships with new subscribers off on the right foot, and help keep existing customers satisfied and engaged.

Frankly, if you’re not making subscribers feel special with each and every message, there’s a good chance you’re going to lose them to a competitor who does.

Why Bother with Transactional Email Personalization?

I know what you’re thinking — does a customer really care that much about a transactional email?

After all, these communications are sent after a contact has already engaged with you by subscribing to your emails, completing a purchase, signing up for a rewards program or taking some other direct action. A transactional email is just a brief confirmation of that action — so why bother putting the time and effort into personalizing it?

If you’re not personalizing these emails, then you’re right — customers will see this as nothing more than an automated confirmation and move along. But, what if you could use these emails as an opportunity to continue engaging? What if, instead of simply letting a customer know you’ve received their order, you used that email as a way to gain feedback, earn a new social follower or even drive an additional purchase?

Applying your email personalization efforts to transactional emails will help foster customer loyalty by making subscribers feel important to you. And if there’s anything consumers want, it’s to feel like a brand recognizes the value each individual customer brings to the table.

What Does Successful Email Personalization Look Like?

Hopefully, I’ve convinced you that personalizing a transactional email is worth your while. But if you’re still skeptical, a great example might help sway you.

Let’s break down this purchase confirmation email from prescription glasses brand Warby Parker.

Warby Parker Email Personalization

First, the email thanks the customer for stopping by the brick-and-mortar location — even going so far as to name the actual location of the store. They use email personalization to show the customer an image of the product she purchased along with the receipt.

Transactional Email Order Details

Next, the email shows the order details — pretty standard. Most order confirmation emails would end here. But Warby Parker takes it a few steps further.

Email Personalization Feedback

 

First, the brand takes this as an opportunity to ask for feedback — even providing a nice incentive. Next, they share not one, but three ways to get in touch with the brand if the customer has questions or concerns.

Email Personalization Cross Selling

Finally, the email concludes with two more ways to interact: either by checking out another of the brand’s products or by engaging on Instagram — or through five other social platforms. By the end of this email, the customer has had more than ten opportunities to continue the engagement. And by starting the email with a healthy dose of personalization, it helps encourage further action.

Email personalization is a no-brainer when it comes to promotional emails. But by using these tactics within transactional emails, you can turn every communication into an opportunity to strengthen the relationship and drive further conversions.

  • TAGS
  • Email Personalization
  • Transactional Email
Phil Davis
https://www.towerdata.com/
Phil is a data industry veteran, previously holding high-ranking positions at a number of well-known players, including CEO of Rapleaf (now a division of TowerData), President of ConsumerBase (where he ran its data division and digital agency) and SVP/HD of the then newly formed online division of Equifax. Before Equifax, Phil was part of the management team that took Daleen Technologies public. Exceptionally energetic and personable, you’ll often find Phil discussing the benefits and best practices of utilizing big data in marketing at conferences throughout the country. At TowerData, Phil helps clients identify better, more efficient ways to engage their prospects and customers. Phil holds a B.S. from Vanderbilt University.

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