Transactional emails or order emails are the non-promotional yet commercial emails you send to the customers whenever an order is placed or its status is updated such as – order cancelled, processing order, order refunded, etc. Here are the 4 reasons why sending transactional emails is important for your business.
Customers don’t like to be in the dark when it comes to a purchase they’ve made. Even if it is about a cancelled order or a refund, an on-time intimation is mandatory. There are many examples of great customer service. All of them have either or both of these two things – perfect timing, compassion.
Perfect timing: There have been times when I have personally received the “Order Dispatched” email after the product is delivered. It did cause some discomfort to me because I wasn’t expecting the product to be delivered since there was no intimation prior to the delivery.
Of course, the “Product Delivered” email came at some later point of time. This kind of service made mesimply not go for their brand the next time I purchased a similar product.
The above is an example of the opposite of perfect timing. Make sure the order emails reach the customers on time. Keep them informed.
In WooCommerce, you can automate your order emails with customized text and dynamic data. So, if you are selling with WooCommerce, you are covered.
Compassion: In case the order was delayed or the previous emails couldn’t be sent on time, you can still make it up by explaining the situation to your customers. This case is particularly possible for small and medium online businesses. The impression on the customers is worth that extra effort.
Having the compassion to let your customers know what’s causing or caused the delay will help you get in the good books of customers. Again, it is another form of keeping them informed.
- Not only services like live chat or ticket system, but transactional emails can be in the customer service line.
- Be punctual with the emails.
Best customer service starts from on-time intimation.
You could cross sell other products through order emails. Did I mention using order emails for subtle marketing?
The “Also Buy” or “People who bought X also bought Y” kind of marketing is what we call cross selling. That is, once a customer purchases something from your store, you show them related products or similar products to them which they may (or may not) find useful. If they think they also need that product, they may end up making yet another purchase from your store!
For example, if John buys a shoe from your online store, you could club the product shoe with other related products like socks, pants, tie, belt, etc., and show them to him in the “Order placed” email or “Order Processing” email – subtly. That is, you cannot go overboard with the cross-selling because what’s actually important in an order email is the order details.
You can do cross-selling and upselling in WooCommerce by using Linked products field while defining a product data.
Wait. What’s upselling?
Let me explain by differentiating upselling and cross-selling.
Upsell products are usually superior ones to the currently purchased products, whereas the cross-sell products are the ones that relate to the currently purchased products. For example, let’s say there is a Laptop with 4GB RAM on your store. When you create linked products for this laptop, it would look like the below image:
The product Laptop with 4GB RAM has linked products for upsell and cross-sell. The upsell products are a superior version of the current laptop – 8GB RAM, 16 GB RAM. Whereas the cross-sell products are the ones people usually buy with a laptop – backpack, pendrive.
Cross selling is the most used method because once the customer buys a product, they would want something related to it, and not a better version of what they just bought. Makes sense, right?
But, what does it have to do with transactional emails? You could attach these linked products along with the order email. This is a method to encourage your customer to buy more.
Customer trust is something that every brand needs to survive in the long term. Only when they trust your brand, products and service, will they be your loyal customers.
According to a Harvard Business Review, the cost of acquiring a new customer is around 25 times higher than retaining an existing customer. Another research by Frederick Reichheld says that increasing customer retention rates by 5% increases profits by 25% to 95%.
There’s a whole lot of evidences that show customer loyalty is a key factor to the profit of any business. And, such loyalty can only be obtained when you gain customer trust.
How to gain customer trust?
It’s simple. Follow the first point. Have perfect timing, compassion towards the visitors of your website, and a determination to give the best ever shopping experience – no matter how small your business is.
What does order email have to do with customer trust?
As I mentioned earlier, order emails are the receipt to the transactions that occur between you and your customers. These transactions are the only means of communicating with your customers without having to worry about spamming them.
Let’s take the example I said earlier about receiving delayed order emails? How would I trust their brand and products if even their emails can’t be trusted?
Same way, shouldn’t you be doing it just about right so that they can rely on the information you give them?
The frequency of the order emails makes it easy for the customers to remember your brand. For example, let’s say a new customer bought from your store. The first email saying “Order Placed” may hardly register in their mind.
However repeated and timely updates such as processing order, dispatched order, etc., will keep you in their mind.
Isn’t it great that a simple order email can do so much for your business? However, a boring email could go unnoticed even if it is on time and accurate. So, give the boring transactional emails a makeover and make them a bit more advantageous for your store!