5 transactional emails to increase sales in eCommerce and how to use them


Email marketing automation is one of those strategies that never go out of style. The reason is very simple, sending the right message at the right time works, and very well.

In that sense, there are some emails that should grab the attention of all eCommerce who want to improve their conversion rate. We are talking about transactional emails, those that are sent as an automatic response to a user’s interaction with the online store. The great advantage of this type of email is that it is less invasive, so its opening is significantly higher.

5 transactional emails to increase sales in eCommerce

And what emails are essential for an eCommerce? Let’s look at it in order of effectiveness.

1. Cart abandonment email

The abandoned cart is one of the biggest fears that exists in the eCommerce industry. And it is very discouraging to see how users add items to the online basket to, in the end, leave the funnel without processing the order.

Abandoned cart recovery emails are a really effective remarketing strategy. Because these are only sent to profiles with a very high purchase intent who have added products to their basket.

How to design a good cart abandonment email?

Summarize the order that was left in the basket. Incentivize the purchase with CTAs or value propositions. If it has been a while, a very common practice is to add discounts. Segment based on the buyer’s profile, not all content is equally valuable for everyone. Create a sense of urgency with a countdown to product availability or discount period.

2. Order tracking email

If there is a type of email that the user expects to receive, that is the order tracking email. This type of message keeps the user informed about the status of their purchases. You will be able to know when the order leaves the warehouse, arrives at the destination or is in delivery.

In fact, the open rate of these emails is usually close to 90%, which indicates a high interest on the part of the buyer.

But the interesting thing here is to take advantage of this opening rate to impact commercial strategies, such as promotions on items related to those in the current order, which is known as cross-selling.

These types of practices improve the user experience and allow the business to make indirect sales. They are the perfect strategy to communicate the brand image to the customer and strengthen relationships, while increasing profits.

Of course, to be able to execute these types of campaigns properly, it is necessary to use the appropriate technology. In the case of shipment tracking emails, one of the most interesting tools is Outvio, since it allows you to automate shipment and return tracking messages, personalize them and analyze them to extract behavior patterns.

3. Welcome email or registration

The welcome email provides a very positive first impression of the business. It will be the first message that every user receives after registering in the online store.

They must provide the necessary information for the customer to continue interacting with the business and, if possible, present the best-selling products. In addition, they can also be optimized with other types of elements that improve the user experience.

What characterizes a good welcome email?

Provide clear instructions on what to do next. Invite the user to follow the eCommerce on social networks. Invite the user to mark you as a safe sender. This is essential so that the following emails that are sent do not go to SPAM. In some cases, they add promotions or welcome free trials.

4. Email from inactive customers

There are certain users who lose interest in a brand. However, this does not mean that the sale has been lost, it is always possible to reincorporate them in the funnel thanks to email marketing.

Reactivation emails are sent to those users who have not interacted with the business for a certain time. This varies depending on the products being sold. These communications often present value propositions to reawaken the buyer’s attention.

How do they do it? Sending content related to past user interactions within the funnel. For example, if you visited certain products, it is possible to send promotions with similar articles.

There are thousands of options. But the key is figuring out why the user stopped engaging, understanding why they entered the funnel in the first time, and crafting a message accordingly. Some tips:

Remind the customer of the reasons why he trusted the business. Prioritize the benefits of using the product over its features. Create a sense of urgency in any offer or promotion. Use a friendly and friendly language.

5. Review or feedback request email

These emails are sent to those customers who have made a purchase, inviting them to leave a review or comment on the purchase experience or product received.

Now, why are these types of emails so effective for sales? Keep in mind that many users, before making a purchase, spend some time comparing different products and businesses. And one of the factors that most impact your purchase decision is the opinions of past customers.

A business that doesn’t have enough reviews will raise customer questions and see your conversion rate drop. Therefore, sending feedback emails is vital for sales.

How to optimize a review request email?

Be direct and concise. Automate your shipment so that it arrives at the right time. The user must try the product, but the chances of giving a review decrease over time. Offer some type of reward to the user in exchange for feedback to encourage positive opinions.

Despite the years, email marketing strategies are still at the forefront when it comes to increasing conversion. Using applications like Outvio to send personalized messages and transmit company values ​​is practically an obligation today. To what extent can these techniques be perfected? Only time will tell.

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