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Transactional Emails: What They Are and Why You Should Use Them

Mostly when someone buys an item online, they get a confirmation email about the completed purchase. This email serves as proof that the customer’s payment is processed, and it’s one of the most common types of transactional emails. Another one is the recovery email that you send out to users who have forgotten their password to your site. So as you can see, transactional emails always serve a clear functional purpose. yogas-design-J6Qn9sE4aKM-unsplash (1) But can you also use them to generate some extra revenue? The simple answer is yes. Whether you sell the latest pet toys or run an online casino with cool games like Mucha Mayana, your transactional emails can encourage repeat purchases and make extra sales when used right. Plus, these emails are a great opportunity to improve your brand awareness. So without further ado, let’s take a look at the main types of transactional emails for marketers and how to use them. Ready?

What Are Transactional Emails Used For?

As we’ve mentioned before, transactional emails get sent out to provide users with information about finishing a process. Order confirmations, newsletter subscriptions, password recovery emails, etc., are all widely used transactional email marketing templates. These emails get sent out instantly via a transactional email service’s automation tools. That’s because the speed of delivery is essential. It’s important to distinguish transactional emails from regular email marketing campaigns because they’re triggered by a user’s actions, not by your campaign. And here’s something interesting: since they are much more related to your customers’ needs, they get opened more often.

Can You Do Without Transactional Emails?

Transactional emails are to help your customers complete their orders. They are convenient and make your business look more trustworthy. Think about it this way: if a customer wouldn’t receive a confirmation email about their latest purchase, they would most probably think they’ve been scammed. And there’s no point in damaging your reputation by letting your clients think (even if for a short time) that your business is not legit. rupixen-com-Q59HmzK38eQ-unsplash So we would strongly recommend using transactional email services to build customer trust. And, since a transactional email has an excellent open rate, you can also use it to increase customer engagement with your brand.

The Main Types of Transactional Emails

Now it’s time to go through some examples of what is a transactional email. There are four main types:

1. Order Confirmation

These emails give quick access to customer support, share vital information about the order, feature links to the shop’s website, etc.

2. Subscription Confirmation

This email confirms your subscriber’s email after they’ve typed it in the opt-in box on your website. These emails are great to weed out bots and people who are not really interested in your newsletters. You can keep the copy here simple and add a distinct call to action.

3. Alert Emails

These emails get sent out to alert users of unusual activities with their accounts. For example, if someone signs in on your account (or maybe you do it yourself) from an unknown device, you get a notice. The main purpose of these emails is to keep the users’ data and sensitive details safe.

4. Password Recovery

It is a straight forward email that you get when you need to recover your email. You’ll get a password reset code etc.

What to Include in a Transactional Email

So how do you use these practical transactional emails to increase customer engagement and make extra sales? Here are some ideas you can start using today:

1. Enable Connecting on Social Media

Share links to your social media accounts so that users can connect with you there. These links don’t need to be big and flashy. Simple little Facebook or Instagram buttons for quick navigation is enough.

2. Include a Download Link of Your Mobile App

If you’ve recently come up with a mobile app for your company, make sure to add a download link to it.

3. Include Website Navigation Options

Provide easy access to your store in the transactional emails. It can be done via an attractive discount button. You can offer your readers a 50% price reduction, or a 500% casino bonus. It is a great way to drive extra traffic to your website.

4. Additional Customer Support

Adding links to handling, shipping, returns, privacy policy, etc., generates trust and encourages repeat purchases. Customers love knowing that in case of any mishaps, they are taken care of. Of course, adding all these elements to your transactional emails without seeming spammy is not an easy task. You can always invest in professional email marketing services. With companies like Campaign Monitor, a transactional email can get turned into a branded money-making opportunity. And look, polishing your transactional emails is not only about making a few quick sales. A consistent experience across your communication channels builds a strong relationship with your customers and creates life-long clients.

How Online Gambling Companies Can Use Transactional Emails

Online casinos can use a plethora of different marketing strategies to get new clients and keep existing ones. A tried and tested method to generate extra revenue is an email campaign. However, you don’t necessarily need to come up with fresh issues of a newsletter to launch your campaign. You can also do it via the automatically sent transactional emails. Here are some tips on how to do it:

1. Relevancy Is Paramount

Before adding content to your transactional emails, make sure you know the audience you’re targeting. There are three different target groups for any online casino. Firstly, there are fresh players. These casino fans have only recently joined your site. Then, some players have been enjoying your games for months and maybe even years. And finally, there are roulette enthusiasts and VIPs: clients that every online casino wants to see returning to their site. All of these groups need different messages. Another thing to consider is making it loud and clear who sent the message. Every brand needs to identify itself quickly in the email. You want people to recognize your name in the email instantly. Otherwise, they may consider it spam.

2. Make Your Purpose Clear

If you are giving out welcoming bonuses via your transactional emails, you should definitely add a call to action (CTA) button to your messages.

3. Send Out Updates

Transactional emails are a great way to keep your players updated on the latest bonuses, new games, etc. But keep in mind that your messages should sound unobtrusive. Otherwise, people might start redirecting even your transactional emails to their trash folder. A simple friendly reminder that a new game has come out is enough to retain a client who has already subscribed to your site.

4. Analyze Your Results and Make Changes

Take the time to analyze the sales results you’re getting from your transactional emails. Do they increase your unsubscribe rates? The only way to improve your emails is to try out several emails with different content and sticking with the approach that got the best results.


Transactional emails, by definition, are messages sent to smoothen transactions. They work great to help your customers in the purchasing process, but you can also use them to generate additional sales. Using the tips from this article can turn your ordinary transactional emails into opportunities to increase your revenue and raising brand awareness. What could be better? What types of transactional emails have you used in your business? Let us know in the comments section.

 Author’s bio:

Thomas Glare is an online marketer and an entrepreneur running several successful eCommerce shops. He started out as a copywriter specializing in email campaigns. He strongly believes that email marketing is one of the most powerful ways for businesses to reach their audience. In his free time, Thomas enjoys contributing articles to various marketing-related blogs. It helps him stay updated about the latest trends in the world of online entrepreneurship.