The term “Transactional Email” refers to a message sent to the user as a result of an action taken.
The various types of Transactional Email include those, for example, order confirmation, shipment confirmation, confirmation for successful completion of a form, confirmation of subscription to a newsletter or site/eCommerce.
Although the Transactional Email does not have a strictly commercial function, it has an important role that lies precisely in its ability to create, maintain and strengthen the relationship with the customer/user, especially in a delicate phase of their customer journey , such as the one that follows a registration to a service or the one that concerns the moment of purchase or the post-sale phase.
Here then, thanks to the possibility of personalising the content through specific widgets, it is possible to increase the very engagement of the user. Thus, one can insert blocks of recommended products or interesting content.
Think, for example, of the confirmation of successful subscription to the newsletter of an eCommerce site: the content could be personalised and enriched with blocks of recommended products, perhaps chosen from the most viewed and clicked.
The advantage of a transactional email content personalization strategy is due, essentially, to the significant open rates they have. Indeed, these are communications and feedback that, precisely because they are linked to particular actions, the user somehow expects to receive and is therefore more likely to open.
