Transactional Emails and You: How To Basically Print Money

Take action with transactional messaging

Transactional emails (also known as “triggered” emails) are where the serious dough is. Consider this: nearly half of transactional messages are opened - essentially double that of even the best marketing messages around. With the ability to generate an additional 33% in revenue, this is one easy money-maker that you don’t want to overlook!

Transactional emails, receive 8 times as many opens compared to regular marketing emails.


Although transactional emails typically take the back seat to marketing messages, this is not the best approach at all when revenue is your main goal. Want some examples? Of course you do, you suave, attractive, and likable marketer, you. Transactional emails, on average, can return 4-8x more opens and clicks than the average marketing email. What’s more is that nearly ⅔ of customers say that transactional emails are the most valuable to them. This is only the tip of the iceberg: transactional messages are a cross-selling GOLDMINE. Take this incredible stat for instance: transactional messages garner over 50% higher transaction rates when your other product offerings are included, enticing the customer who JUST purchased your goods to crave for even more. Score!

Ready for the kicker? Welcome emails. Yeah, it doesn’t seem flashy, doesn’t have the word “synergy” in it (but wait, aren’t all great things related to marketing supposed to be “synergistic”?

And it doesn’t really sound like it has much of anything to do with those dollar bills in your customer’s pocket, right?! THINK AGAIN! Welcome emails see over 300% more revenue and orders over marketing emails. Let me rephrase it to really drive the point home: welcome emails bring in 3x more money than what you’re doing now. And it’s so easy to do, too... well, at least if you know how to do it right, that is.

“Ok, I’m sold - where do I sign up?”, and what exactly is a transactional email? I’m glad you asked. A transactional email can come in so many wonderful, powerful, revenue-driving forms - it can be anything from a(n):

  • Shipping Confirmation
  • Order Confirmation
  • Order Refund
  • Order Canceled
  • Password Reset
  • Coupon email
  • Welcome email
  • Browse Recovery
  • Cart Recovery
  • “Thank You” email

And so much more - the list really does go on and on (and on!). Basically, anything that can be triggered via an action taken by a customer falls into this broad category of highly-engaging and highly profitable emails.

And I'm sure you probably think you're currently doing pretty well here. A friend once told you about these transactional emails, you read a whole bunch of interesting stuff online and were ready to start countin'. Hopped on an ESP email builder, pulled 3 modules in and launched the transactional sends excited to see your growth and already planning a week in Bora Bora for you and your significant other. If only things were this simple!

While something is (almost) always better than nothing, the default Shopify, MailChimp, Magento or WooCommerce templates (the list goes on) are just that - default! If you had (or have) a store, would you let your employees give advice to customers without being dressed like they belong there? Would you sell your stuff without any sort of tag or branding on it? How could you ever expect your brand awareness to grow if your emails look the same like my great aunt's Margaret for her DIY Christmas sweater business?

In order for your business to grow, you need to be a grown-up about it and realize that you cannot be the best at everything. Focus on what's truly important for your business - managing it - and let the pros handle the rest.

Don’t know where to begin? Reach out to us - we’re happy to chat and see how we can get your transactional game optimized. Chat soon!

Don’t be a stranger. Just do it!

Alex Marin
Director of Design @ CodeCrew

Alex Marin is the brain behind our development and success. She’s been developing websites and improving the way you interact with emails for over 7 years and his passion for customer satisfaction is tireless.