You can also use this type of email to prompt engagement, i. e., by asking customers for their opinions. Customer ratings and reviews play a key role in purchasing decisions nowadays. Many customers like to actively rate the products they purchase, which is beneficial for other customers as well as for your online store.
Another option is to use this kind of emails to remind your customers about the great benefits you offer, such as bonus schemes and exclusive discounts, if they create an account or join your company’s community on social media.
The opportunities are limitless — all you need to do is recognise them, adapt them to your online store and target demographic, and use them effectively. It is important that your customers recognise the added value of transactional emails. The more relevant the recommendations, the clearer the added value becomes for customers. However, there is also a legal framework to keep in mind.
Transactional emails are considered a response to an action by a customer. Hence, they contain information relating to a specific customer relationship. The focus must be on the transaction-related content. Any recommendations, actions, and invitations must therefore be connected to the customer’s activity. As a result, transactional emails can be sent without the explicit consent of the customer. However, the situation becomes problematic if the transactional emails are so full of recommendations that they are perceived as advertising emails.
Germany’s legal framework states that once advertising is included in transactional emails, consent from the recipient (opt-in) as well as an option to unsubscribe from such emails are generally required. However, there is an exception to the rule about explicit consent; details can be found in Section 7, Paragraph 3 of the German Act Against Unfair Competition. It is permissible to send advertising content in a transactional email provided all four of the conditions laid out in the legal text are fulfilled:
1. the entrepreneur has obtained from the customer the latter’s electronic mail address in connection with the sale of goods or services;
2. the entrepreneur uses the address for direct advertising of his own similar goods or services;
3. the customer has not objected to this use; and
4. the customer has been clearly and unequivocally advised, when the address is collected and each time it is used, that he can object to such use at any time, without costs arising by virtue thereof, other than transmission costs pursuant to the basic rates.²
Our Verdict: Transactional Emails Are an Excellent Tool for Increasing Website Traffic and Promoting Engagement
Transactional emails offer incredible potential that is not yet fully utilised by many online retailers. This type of email always reaches the recipient at the right time. If you include relevant information or suitable recommendations in the emails, you can neatly guide your customers back to your online store and increase your website traffic as well as customer engagement and loyalty.
² Bundesministerium der Justiz und für Verbraucherschutz