Making transactional email work harder

Transactional messages are the most-read email you will send, and often the most neglected.

They get opened

An order confirmation or an invoice is read by almost everybody. That is an audience no campaign will ever reach.

Put what helps in them

The order number, the expected delivery date, a tracking link, and what to do if something is wrong. That reduces calls to your support desk.

Go easy on promotion

A small suggestion at the bottom is acceptable. A message that looks like a campaign loses the clarity that made it valuable — and risks the promotions tab.

Mind the rules

Too much commercial content turns a transactional message into a marketing message, with the obligations that follow.

Get the form right

A recognisable sender address, a clear subject and content readable on a phone. These messages shape the impression the customer keeps of you.