Transactional emails don’t typically get much attention. Many marketers overlook the opportunities when sending emails like updates, account changes and confirmations. It’s worth taking a closer look, though, according to Grace Lau, the director of growth content at Dialpad. She says transactional emails can bring some major benefits, including increased engagement, increased brand awareness and increased sales.

These types of emails can also help you build rapport with prospects. You can get them excited about promo simply by sending a welcome email and letting them know what to expect. In this issue of PromoPro Daily, we share Lau’s thoughts on six types of transactional emails you can use for optimized conversions.

1. Welcome emails. If someone is buying promo from you for the first time, welcome them with a note explaining the value proposition of how your product will benefit them. This kind of email can help them feel like they made the right decision choosing a company that goes the extra mile, Lau says. In your email, she recommends answering the most common questions or including links to additional resources or services.

2. Confirmation emails. You may send these communications for any number of reasons, from order confirmations to password changes. These are important, Lau says, because they allow you to keep customers updated on what’s next or to reassure them their transaction was successful. If you don’t send a confirmation email, your clients may end up wondering if everything is on track. Sending a confirmation can give them peace of mind and increase satisfaction.

3. Feedback or request emails. Sometimes, you may need extra information from prospects. When reaching out via email, Lau suggests reminding prospects why your promo company is the best option. Depending on what feedback you need, you could entice prospects to complete forms by offering to send them promos as a thank you.

4. Shipping updates. Chances are your clients will be excited when their promos are on the way. Use this opportunity to provide a shipping update. Lau says this helps customers know you didn’t forget about them, and they can also plan for receiving the order. She recommends keeping your shipping updates clear, concise and friendly in tone.

5. Password reset emails. This should be a straightforward email, but it’s still an opportunity to connect with customers in a friendly way. Lau suggest keeping it short and sweet while keeping the tone in line with your overall brand. You could even use lighthearted language like, “Uh-oh. Forgot your password?”

6. Goodbye emails. According to Lau, a goodbye can sometimes be the best time to say hello. If someone hasn’t interacted with your business in 60 days or more, invite them back with a transactional email that reminds them of the value you bring. You could also offer promo or another incentive to tempt them back.

Transactional emails help you communicate effectively with your prospects and clients. Whether you’re sending a welcome email, a confirmation email or a note that their promo shipment is on the way, these kinds of messages allow you to enhance the buyer’s journey every step of the way.

Compiled by Audrey Sellers

Source: Grace Lau is the director of growth content at Dialpad, an AI-powered cloud communication platform for better and easier team collaboration.