Quick: think about how many emails you receive at your personal or work account every day. If you answer ‘too many to easily count,’ you’re not alone. The average email address receives 47 emails per day, roughly 20 personal and 27 business-related. For people who only check their email once or twice a day, this can result in deleting every email that seems to be trying to sell them something in an effort to focus on what matters.
When you’re crafting an email marketing campaign, it can be hard to make your message stand out in a crowded inbox. However, there’s one particular form of email marketing that has yielded significantly better open and click-through rates for businesses: the transactional email.
A transactional email is essentially the bulk email’s antithesis. Instead of sending out things like newsletters in large batches, companies will send one-at-a-time emails that are triggered by a user’s action. That could be something like a receipt after a purchase, a thank you email for interacting with your website, or even a message about deals based on an individual’s previous purchases. Transactional emails also typically employ a personalized greeting, such as “Hello Jess!” as opposed to “Hello loyal customer.”
So why should you be using this type of email? Because they come across as more personal, consumers are much more likely to open them than mass emails promising “amazing discounts” or “limited time offers.” In fact, the average transactional email is even opened by a consumer more than once, giving them an open rate of greater than 100%. Bulk emails have a 15% click-through rate by comparison. Transactional emails also have greater engagement, with consumers clicking links in the email 17% of the time (almost 6 times higher than the click through rate for bulk emails).
If you want to learn more about how to get the most out of transactional emails, context with your marketing strategy, then check out the infographic by Easy SMTP below.