What are transactional emails?
First of all, let's quickly define what transactional emails are. These are all those communications, not sent in bulk, that are triggered by a user action . Therefore, transactional emails are considered, for example, confirmation of a subscription, a welcome email or even an email that sends a recurring invoice (yes, we can get value from these too!). Specifically, we will focus on the emails that are most typically connected to an e-commerce activity . In this context, transactional emails are considered, for example:
Confirmation of registration
Abandoned Cart
Purchase receipt
Shipment Tracking
Invitation to make a review on the purchased product
Some of these emails, the shipment tracking email above all, have extremely high opening and attention rates from the consumer. It is therefore important to be able to create and personalize them as best as possible.
Why customize them?
We have already spoken about the advantages brought by the personalization of the user experience; if you are interested in learning more about this topic, we recommend list of aruba consumer email reading this article: Marketing Personalization, an essential element of your strategy . More specifically, regarding the importance of email personalization , it is interesting to cite a research carried out by Experian that reports how brands that personalize their emails obtain an 11% higher opening rate and a 27% higher Click Rate compared to those who do not personalize.
How Artificial Intelligence Can Make a Difference
In this context, an email personalization that is limited to inserting our name in the header certainly cannot be sufficient. It is at this level that artificial intelligence can once again help us to radically improve our results, automating and improving the process. Let's see how it can be done in a few simple steps:
Recognizes the user: The AI engine is able to distinguish our users, the segments they belong to, knows their tastes and understands whether they are new or recurring users. This information is essential to be able to automatically personalize our email effectively.
Inserts product or content recommendations into the email. Advanced marketing automation systems allow, through a special widget , to insert elements of recommendations, products or marketing content into these emails, which can be automatically chosen by the AI engine using the most effective algorithms for each individual user. Some examples of algorithms that can be used are:
Trending Recommendation : Most popular content or products by number of Views and Clicks
Personalized Recommendation : Content or products based on the user's recent history
Personalized Trending Recommendation : A mix of the previous two but giving more prominence to the most popular
