Ultimate Guide to Ecommerce Transaction Emails

Do you know the most reason email marketing provides outsized value is through scaling personalized messages. Nowhere is this more apparent than with automated emails sent to customers post-purchase.

Of the emails you can send, transactional emails are always treated as an afterthought. That’s unfortunate, because every email you send to customers is an opportunity to provide value and drive additional sales.

In this guide, Store Pickup will give you the Ultimate Guide to Ecommerce Transaction Emails.

What is a transactional email?

A transactional email is an automated message triggered after a customer makes a purchase, and usually contains details about their order, expected delivery times, and other related information. Transactional emails are 1:1 broadcasts rather than mass emails sent to a group of users, like a newsletter.

There are four key types of transactional emails:

  • Cart abandonment
  • Order confirmation
  • Shipping confirmation
  • Asking customer feedback

Each of these emails has the potential to make a significant impact on customer satisfaction and retention. Let’s dive in below.

Ecommerce Transactional Emails

1. The cart abandonment email

This is the first type of ecommerce transactional emails. The reason is because there is a lot of revenue left unrealized due to cart abandonment. You need to do something to get those customers back to your checkout page and complete their order.

Usually within 12–24 hours, when a customer leaves their item(s) in their shopping cart without purchasing, send them a reminder that they still have items waiting in their cart. Notice that the customer needs to enters their information (email addresses).

While plain text can be effective, you may want to visually show the products a customer added to their shopping cart, paired with copy that nudges them back to your store. Remind customers that they were just moments away from a completed order, and focus on the reasons why they’d consider buying the product in the first place. Stay personal and consider adding incentives like discounts or same-day shipping to tilt the scales.

2. The order confirmation email

Logically, once a customer has made a purchase they’ve already validated their interest in your products, there’s a greater chance you can encourage them to buy again. This is called up-sales.

Remember one thing, selling too soon after the sale may affect your first impression, but selling too late means risking having customers move on. Typically, you’ll want to send the email 12–24 hours after your customer enters their information and abandons their item(s). Often customers just want to get to the last step in the checkout so they can see the final charges with shipping costs included or they simply get distracted from their shopping experience.

For repeat customers, try suggesting related products, or include the option for an add-on or accessory to their purchase before it ships.

Regardless of how long the recipient has been a customer, order confirmation emails should reassure shoppers their purchase is complete and on the way while providing ways to extend the relationship with your business.

3. The shipping confirmation email

Shipping confirmation emails are valuable because your customer is already excited about receiving their order—their anticipation and excitement means they’re likely to engage with the email, and may consider gifting your product(s) to their friends and family if prompted.

You can think outside the box in terms of converting more customers, too. How can you use the shipping confirmation email to drive action and deepen a customer’s relationship with your brand? Instead of asking customers to make another purchase for themselves, encourage them to buy a gift for someone else.

4. The customer feedback email

Never neglect the customer feedback email. Soliciting feedback can be as simple as sending a survey or a single question about the customer’s shopping experience. You’ll want to send these requests after a customer has presumably received and used the product they ordered.

You can also send customers to a survey available on your store. This makes it easy to prompt a satisfied customer to start shopping once their review is complete.