10 best practices to build trust & loyalty in your transactional email
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Best Practices for building Trust & Customer Loyalty
IN YOUR TRANSACTIONAL EMAIL
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Transactional emails are a major driver of customer satisfaction and loyalty. It's important to execute them well, not just for your customers' benefit but also to help your company reach its own business goals.
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Keep it consistent. The marketing department should own transactional design, content and strategy in order to provide a consistent appearance and align with marketing and sales goals.
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Create a content strategy for each category of transactional email, which defines the results you want to achieve for that email and drives content choices and launch tactics.
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Incorporate your company or brand logo, colors and representative images that support and enhance your brand.
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Be friendly, transparent and pertinent. Branding, trust and confidence begin in the inbox with a friendly "from" line, a transparent subject line and pertinent pre-header text.
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Transactional emails must be "mobile-functional," easy to read and actionable no matter which device your customer uses to read it.
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Over-communicate: Spell out the transaction in complete detail.
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Make it worth their while. Take advantage of your customer's high interest in your company and your email by adding strategic modules of complementary information to your message.
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Always keep monitoring. Test continually to measure recipients' activity, and monitor deliverability.
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Make plain-text emails more attractive with good design and navigation.
