{"id":94107,"date":"2021-01-05T08:12:56","date_gmt":"2021-01-05T16:12:56","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=94107"},"modified":"2025-05-15T09:41:12","modified_gmt":"2025-05-15T16:41:12","slug":"transactional-emails-ecommerce-revenue","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/transactional-emails-ecommerce-revenue\/","title":{"rendered":"How To Turn Transactional Emails Into Revenue Generators"},"content":{"rendered":"\n<p>It\u2019s Amazon\u2019s world, and we\u2019re just living in it.&nbsp;<\/p>\n\n\n\n<p>At least, that\u2019s what it feels like most days. Just look at the stats:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>There are <a href=\"https:\/\/www.marketplacepulse.com\/amazon\/number-of-sellers\" target=\"_blank\" rel=\"noreferrer noopener\">2.3 million<\/a> active sellers on Amazon this year<\/li><li>Amazon Prime has <a href=\"https:\/\/www.digitalcommerce360.com\/article\/amazon-prime-membership\/\" target=\"_blank\" rel=\"noreferrer noopener\">126 million members<\/a> in the US alone<\/li><li>Amazon\u2019s sales revenue was <a href=\"https:\/\/s2.q4cdn.com\/299287126\/files\/doc_financials\/2020\/Q1\/Amazon-Q1-2020-Earnings-Release.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">$75.5 <em>billion<\/em><\/a> &#8211; just in the first quarter of 2020<\/li><\/ul>\n\n\n\n<p>In addition, the ecommerce giant has been steadily increasing its share of <a href=\"https:\/\/www.emarketer.com\/content\/amazon-remains-the-undisputed-no-1\" target=\"_blank\" rel=\"noreferrer noopener\">online retail dollars<\/a> over the past few years, and shows no signs of stopping.\u00a0<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"470\" height=\"504\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-6.png\" alt=\"chart of amazon ecommerce sales from 2017-2021\" class=\"wp-image-94110\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-6.png 470w, https:\/\/thegood.com\/wp-content\/uploads\/image-6-280x300.png 280w\" sizes=\"(max-width: 470px) 100vw, 470px\" \/><\/figure><\/div>\n\n\n\n<p>How did Amazon become such a powerhouse?&nbsp;<\/p>\n\n\n\n<p>The site sells more than 12 million products, but thanks to powerful search\/navigation tools, it\u2019s easy to find what you\u2019re looking for.&nbsp;<\/p>\n\n\n\n<p>The checkout process is lightning fast.&nbsp;<\/p>\n\n\n\n<p>And the free two-day shipping for all Amazon Prime members is the icing on the cake.&nbsp;<\/p>\n\n\n\n<p>It may be impossible for DTC brands to compete with Amazon on price or efficiency, but there is one area where Amazon scores poorly:<\/p>\n\n\n\n<p><strong>Customer experience.&nbsp;<\/strong><\/p>\n\n\n\n<p>Amazon\u2019s strength (millions of merchants selling millions of products) is also its weakness. In the process of automating and optimizing the purchasing process so that every transaction feels the same, the world\u2019s most popular marketplace has stripped out the human elements of online shopping.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"411\" height=\"238\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-7.png\" alt=\"tweet screenshot from katie mitchell on customer experience\" class=\"wp-image-94111\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-7.png 411w, https:\/\/thegood.com\/wp-content\/uploads\/image-7-300x174.png 300w\" sizes=\"(max-width: 411px) 100vw, 411px\" \/><\/figure><\/div>\n\n\n\n<p>This is great news for independent ecommerce shops.&nbsp;<\/p>\n\n\n\n<p>How can you turn your direct connection with customers into profit?<\/p>\n\n\n\n<p>Read on to learn:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What customers want&nbsp;<\/li><li>3 ways personalization can increase your bottom line<\/li><li>How to turn transactional emails into revenue generators<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-customers-want\">What customers want<\/h2>\n\n\n\n<p>Research shows that <a href=\"https:\/\/us.epsilon.com\/pressroom\/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences\" target=\"_blank\" rel=\"noreferrer noopener\">80% of consumers<\/a> are more likely to make a purchase when brands offer personalized experiences, and that <a href=\"http:\/\/grow.segment.com\/Segment-2017-Personalization-Report.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">44% of consumers<\/a> will likely become repeat buyers after a personalized shopping experience with a particular company.<\/p>\n\n\n\n<p>It\u2019s clear that <a href=\"https:\/\/thegood.com\/insights\/understand-meet-customer-expectations\/\">customers expect<\/a> brands to deliver an engaging buying experience. But retailers are falling short when it comes to providing thoughtful service.&nbsp;<\/p>\n\n\n\n<p><em>\u201cDespite those expectations, however, a majority of consumers are disappointed with the ongoing lack of personalization in their shopping experiences. On average 71% express some level of frustration when their experience is impersonal.\u201d\u00a0 &#8211; <\/em><a href=\"http:\/\/grow.segment.com\/Segment-2017-Personalization-Report.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Segment\u2019s State of Personalization Report<\/em><\/a><\/p>\n\n\n\n<p>Let\u2019s take a closer look at this missed opportunity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-ways-personalization-can-increase-your-bottom-line\">3 ways personalization can increase your bottom line<\/h2>\n\n\n\n<p>Online shoppers have infinite choices when picking where to spend their money &#8211; just think about how many ecommerce mattress companies advertise on the subway, or how many beauty subscription boxes there are in the world.&nbsp;<\/p>\n\n\n\n<p>Delivering a personalized shopping experience is one way that a brand can stand out in a crowded market, and it\u2019s a very smart move <a href=\"https:\/\/www.bloomreach.com\/en\/blog\/2017\/08\/ecommerce-personalization.html\" target=\"_blank\" rel=\"noreferrer noopener\">from a financial standpoint<\/a>.\u00a0<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"597\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-8-1024x597.png\" alt=\"bloomreach personalization chart shows personalized experiences win - this is relevant for transactional emails\" class=\"wp-image-94112\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-8-1024x597.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-8-300x175.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-8-768x448.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-8-610x356.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-8.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>Here are three ways personalizing the online shopping experience can increase your bottom line:&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-increased-customer-retention\">1. Increased Customer Retention<\/h3>\n\n\n\n<p>People don\u2019t just shop with their wallets; they shop with their feelings.&nbsp;<\/p>\n\n\n\n<p>If you can make them feel good about their decision to buy your product by delivering a superior customer experience, or by making them feel like they\u2019re part of something meaningful, they will keep choosing your brand over others.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/blog.hubspot.com\/service\/customer-retention\" target=\"_blank\" rel=\"noreferrer noopener\">According to Hubspot<\/a>, just a 5% increase in customer retention can increase company revenue by 25-95%. So don\u2019t sleep on building brand loyalty:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Offer customers the chance to get to know your brand through your About Us page, or a special email from the founder&nbsp;<\/li><li>Give them the opportunity to meet other customers with shared values via an online community or popup events<\/li><li>Reward them for sticking around with a repeat purchase discount, loyalty points or ambassador program<\/li><\/ol>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"691\" height=\"602\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-9.png\" alt=\"\" class=\"wp-image-94113\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-9.png 691w, https:\/\/thegood.com\/wp-content\/uploads\/image-9-300x261.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-9-610x531.png 610w\" sizes=\"(max-width: 691px) 100vw, 691px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-higher-aov-average-order-value\">2. Higher AOV (Average Order Value)<\/h3>\n\n\n\n<p>\u201cUltimately, average order value boils down to increased profits and continued success for your brand.\u201d &#8211; Alex McEachern, Marketing Manager at Loop&nbsp;&nbsp;<\/p>\n\n\n\n<p>When you offer shoppers items that align with their order history or browsing activity, not only are they more likely to buy from you; they are more likely to <em>spend<\/em> more, increasing your average order value.&nbsp;<\/p>\n\n\n\n<p>A few thoughtful touches you can add to the online shopping experience to raise AOV:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Create bundles of related products that customers often buy together<\/li><li>Offer a bulk buying discount or subscription on products your customers buy often&nbsp;<\/li><li>Upsell customers on complementary items during checkout<\/li><\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-new-business-referrals\">3. New Business (Referrals)<\/h3>\n\n\n\n<p>When you invest time or money in personalizing the ecommerce experience, you <a href=\"https:\/\/www.wonderment.cc\/9-ways-to-turn-first-time-purchasers-into-loyal-customers\" target=\"_blank\" rel=\"noreferrer noopener\">create happy customers<\/a>. And those happy customers generate new customers when they spread the word about how great your brand is.&nbsp;<\/p>\n\n\n\n<p>It\u2019s a beautiful thing.<\/p>\n\n\n\n<p>Take a look at how <a href=\"https:\/\/www.shopify.ca\/enterprise\/ecommerce-loyalty-programs\" target=\"_blank\" rel=\"noreferrer noopener\">these Shopify merchants have benefited<\/a> from creating brand evangelists:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Thrive Causemetics earned 18.4X ROI on their referral program in the first month<\/li><li>The AOV from Pura Vida\u2019s referral sales are 11% higher than normal orders<\/li><li>100% Pure generated over $244,000 in 18 months from referrals<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"515\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-10-1024x515.png\" alt=\"screenshot showing a discount offer for an email, a way to collect emails different than transactional emails\" class=\"wp-image-94114\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-10-1024x515.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-10-300x151.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-10-768x386.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-10-610x307.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-10.png 1234w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>Whether you officially build out a referral program, or you delight your customers so much that they can\u2019t help telling their friends, word of mouth is a powerful marketing tool for ecommerce brands.&nbsp;<\/p>\n\n\n\n<p>How can you get people talking?&nbsp;<\/p>\n\n\n\n<p>In ecommerce, transactional emails are often overlooked &#8211; and therefore a great place to start.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-turn-transactional-emails-into-revenue-generators\">How to turn transactional emails into revenue generators<\/h2>\n\n\n\n<p>Sure, Amazon employs <a href=\"https:\/\/www.washingtonpost.com\/technology\/2020\/10\/29\/amazon-hiring-pandemic-holidays\/\" target=\"_blank\" rel=\"noreferrer noopener\">more than 1 million people<\/a> worldwide. But have you ever taken a look at their customer communications?\u00a0<\/p>\n\n\n\n<p>To put it bluntly, Amazon emails suck. It feels like they\u2019ve been written and scheduled by an AI program.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"102\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/amazonrepetitive-1024x102.png\" alt=\"amazon transactional emails screenshot\" class=\"wp-image-94647\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/amazonrepetitive-1024x102.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/amazonrepetitive-300x30.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/amazonrepetitive-768x77.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/amazonrepetitive-610x61.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/amazonrepetitive.png 1160w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>You can do better.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s take a look at the transactional emails Amazon is sending, and how ecommerce brands can add a more personal touch to\u00a0<a href=\"https:\/\/thegood.com\/insights\/drive-and-convert-ecommerce-marketplace\/\">boost customer loyalty and drive revenue<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-transactional-email-1-abandoned-cart\">Transactional Email #1 \u2013 Abandoned cart<\/h3>\n\n\n\n<p><strong>Amazon example:<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"680\" height=\"507\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-11.png\" alt=\"amazon transactional email example\" class=\"wp-image-94115\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-11.png 680w, https:\/\/thegood.com\/wp-content\/uploads\/image-11-300x224.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-11-610x455.png 610w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/figure><\/div>\n\n\n\n<p>Amazon\u2019s abandoned cart email is pretty bare bones: \u201cYou added some stuff to your cart. You should go back and buy it.\u201d And the CTA button doesn\u2019t actually demand much action; \u201cView\u201d is a pretty passive verb, after all.&nbsp;<\/p>\n\n\n\n<p><strong>Ecommerce example (Blume):<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-12.png\" alt=\"ecommerce transactional email example\" class=\"wp-image-94116\" width=\"675\" height=\"607\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-12.png 675w, https:\/\/thegood.com\/wp-content\/uploads\/image-12-300x270.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-12-610x549.png 610w\" sizes=\"(max-width: 675px) 100vw, 675px\" \/><\/figure><\/div>\n\n\n\n<p>Tips for driving more revenue through your abandoned cart emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Pull in customer reviews of the product to overcome any hesitation<\/li><li>Inject your branding into the copy or design to engage potential buyers<\/li><li>Provide an exclusive incentive to complete the purchase&nbsp;<\/li><li>Offer customer support or a 1:1 session with a shopping specialist<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-transactional-email-2-subscription-activation\">Transactional Email #2 \u2013 Subscription activation<\/h3>\n\n\n\n<p><strong>Amazon example:<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"546\" height=\"526\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-13.png\" alt=\"amazon subscription activation email\" class=\"wp-image-94117\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-13.png 546w, https:\/\/thegood.com\/wp-content\/uploads\/image-13-300x289.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-13-24x24.png 24w\" sizes=\"(max-width: 546px) 100vw, 546px\" \/><\/figure><\/div>\n\n\n\n<p>Ah, yes. Nothing screams personalization like using someone\u2019s first AND last name in an email.&nbsp;<\/p>\n\n\n\n<p>All jokes aside, this is actually Amazon\u2019s best automated message &#8211; although it\u2019s plain text the tone is friendly, the benefits overview is helpful, and the nav bar at the top is a nice touch. It\u2019s like they want to convert me as a customer.&nbsp;<\/p>\n\n\n\n<p><strong>Ecommerce example (Birchbox):<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"496\" height=\"866\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-14.png\" alt=\"birchbox transactional email\" class=\"wp-image-94118\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-14.png 496w, https:\/\/thegood.com\/wp-content\/uploads\/image-14-172x300.png 172w\" sizes=\"(max-width: 496px) 100vw, 496px\" \/><\/figure><\/div>\n\n\n\n<p>Tips for driving more revenue through your subscription activation emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Invite new members to take a quiz so you can make tailored product recommendations<\/li><li>Play up any VIP benefits<\/li><li>Provide access to an exclusive online community to make the membership more sticky<\/li><\/ul>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-c842da9 reusable-block-2-column good-question-block\" data-block-id=\"c842da9\"><style>.stk-c842da9{max-width:1500px !important;margin-top:30px !important;margin-bottom:30px !important}.stk-c842da9-column{max-width:941px !important}@media screen and (max-width:767px){.stk-c842da9{--stk-col-order-1:2 !important;--stk-col-order-2:1 !important}}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-c842da9-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-8993c44 horizontal-form-container\" data-v=\"4\" data-block-id=\"8993c44\"><style>.stk-8993c44-container{margin-top:0px !important;margin-right:0px !important;margin-bottom:0px !important;margin-left:0px !important;background-color:#c3ddf0 !important;border-top-left-radius:12px !important;border-top-right-radius:12px !important;border-bottom-right-radius:12px !important;border-bottom-left-radius:12px !important;overflow:hidden !important;max-width:701px !important;padding-top:40px !important;padding-right:35px !important;padding-bottom:40px !important;padding-left:35px !important}.stk-8993c44{margin-top:0px !important}.stk-8993c44-container:before{background-color:#c3ddf0 !important}@media screen and (max-width:1023px){.stk-8993c44-container{padding-bottom:60px !important}}@media screen and (max-width:767px){.stk-8993c44-container{padding-bottom:60px !important}}<\/style><style class=\"stk-custom-css\">.stk-8993c44 figure{margin:0 !important}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-8993c44-container stk-hover-parent\"><div class=\"stk-block-content stk-inner-blocks stk-8993c44-inner-blocks\">\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-791f1b3\" id=\"span-style-color-0277-c-0-class-stk-highlight-enjoying-this-article-span\" data-block-id=\"791f1b3\"><style>.stk-791f1b3{margin-bottom:12px !important}.stk-791f1b3 .stk-block-heading__text{font-size:36px !important;color:#ffffff !important}@media screen and (max-width:1023px){.stk-791f1b3 .stk-block-heading__text{font-size:36px !important}}@media screen and (max-width:767px){.stk-791f1b3 .stk-block-heading__text{font-size:24px !important}}<\/style><h3 class=\"stk-block-heading__text has-text-color has-text-align-center\"><span style=\"color: #0277c0;\" class=\"stk-highlight\">Enjoying this article?<\/span><\/h3><\/div>\n\n\n\n<div class=\"wp-block-stackable-text stk-block-text stk-block stk-30f99ae\" data-block-id=\"30f99ae\"><style>.stk-30f99ae{margin-bottom:20px !important}.stk-30f99ae .stk-block-text__text{color:#ffffff !important}<\/style><p class=\"stk-block-text__text has-text-color has-text-align-center\"><span style=\"color: #000000;\" class=\"stk-highlight\">Subscribe to our newsletter, Good Question, to get insights like this sent straight to your inbox every week.<\/span><\/p><\/div>\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 5834619,\n\t\t\t\t\t\t\t\t\tformId: \"64ede74e-e88f-44c7-996f-78859799755a\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1768314205000-4435022838\",\n\t\t\t\t\t\t\t\t\tregion: \"na2\",\n\t\t\t\t\t\t\t\t\tcssRequired: \".submitted-message { overflow: auto; } .hs-form-88422a7d-0355-4f27-b674-4b9fcc71560c, .hs-form-ac90f61a-a614-4bcd-b57a-18cd0e91ceff { color: #fff }\",\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1768314205000-4435022838\"><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-transactional-email-3-first-purchase\">Transactional Email #3 \u2013 First purchase<\/h3>\n\n\n\n<p><strong>Amazon example:<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-15-607x1024.png\" alt=\"amazon first purchase email\" class=\"wp-image-94119\" width=\"585\" height=\"987\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-15-607x1024.png 607w, https:\/\/thegood.com\/wp-content\/uploads\/image-15-178x300.png 178w, https:\/\/thegood.com\/wp-content\/uploads\/image-15-768x1296.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-15-910x1536.png 910w, https:\/\/thegood.com\/wp-content\/uploads\/image-15-610x1030.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-15.png 948w\" sizes=\"(max-width: 585px) 100vw, 585px\" \/><\/figure><\/div>\n\n\n\n<p>Once you\u2019ve paid for your first Prime order, Amazon does throw some design elements and product marketing your way.&nbsp;<\/p>\n\n\n\n<p>However, there\u2019s no hint of relationship building in the copy, and if you note the fine print at the bottom of the email, you aren\u2019t allowed to reply to their \u201cwelcome\u201d message. So cold.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Ecommerce example (Vellabox):<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"675\" height=\"358\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-16.png\" alt=\"vellabox transactional email example\" class=\"wp-image-94120\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-16.png 675w, https:\/\/thegood.com\/wp-content\/uploads\/image-16-300x159.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-16-610x324.png 610w\" sizes=\"(max-width: 675px) 100vw, 675px\" \/><\/figure><\/div>\n\n\n\n<p>Tips for driving more revenue through your first purchase emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Make customers feel welcome with the copy; like they are joining something special<\/li><li>Send the message from a team member or founder<\/li><li>Allow or encourage people to reply to the email with comments or questions<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-transactional-email-4-shipping-confirmation\">Transactional Email #4 \u2013 Shipping confirmation<\/h3>\n\n\n\n<p><strong>Amazon example:<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"621\" height=\"496\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/amazonshipping.png\" alt=\"shipping confirmation email\" class=\"wp-image-94649\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/amazonshipping.png 621w, https:\/\/thegood.com\/wp-content\/uploads\/amazonshipping-300x240.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/amazonshipping-610x487.png 610w\" sizes=\"(max-width: 621px) 100vw, 621px\" \/><\/figure><\/div>\n\n\n\n<p>Another \u201cjust the facts\u201d-style message from everyone\u2019s favorite ecommerce giant.&nbsp;<\/p>\n\n\n\n<p>Curiously, Amazon\u2019s order and shipping <a href=\"https:\/\/thegood.com\/insights\/confirmation-email-best-practices\/\" target=\"_blank\" rel=\"noreferrer noopener\">confirmation emails<\/a> don\u2019t actually mention the products that have been purchased &#8211; which can get confusing if you are a frequent\/impulsive Prime shopper.\u00a0<\/p>\n\n\n\n<p><strong>Ecommerce example (Carnivore Club):<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"718\" height=\"546\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-17.png\" alt=\"carnivore club transactional email example\" class=\"wp-image-94121\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-17.png 718w, https:\/\/thegood.com\/wp-content\/uploads\/image-17-300x228.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-17-610x464.png 610w\" sizes=\"(max-width: 718px) 100vw, 718px\" \/><\/figure><\/div>\n\n\n\n<p>Tips for driving more revenue through your shipping confirmation emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Praise the customer for making a smart purchasing decision<\/li><li>Build anticipation around the delivery with the copy<\/li><li>Link to your exchange policy<\/li><li>Make it easy for customers to contact customer service with questions<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-transactional-email-5-delivery-confirmation\">Transactional Email #5 \u2013 Delivery confirmation<\/h3>\n\n\n\n<p><strong>Amazon example:<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"618\" height=\"464\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-18.png\" alt=\"amazon delivery confirmation email\" class=\"wp-image-94122\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-18.png 618w, https:\/\/thegood.com\/wp-content\/uploads\/image-18-300x225.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-18-610x458.png 610w\" sizes=\"(max-width: 618px) 100vw, 618px\" \/><\/figure><\/div>\n\n\n\n<p>It is nice that Amazon is asking if my delivery experience was satisfactory, and I appreciate the link to make a return or exchange. But once again, this is a bare-minimum message with no hint of color or humanity.&nbsp;<\/p>\n\n\n\n<p><strong>Ecommerce example (Teleflora):<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"874\" height=\"1024\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-19-874x1024.png\" alt=\"teleflora delivery confirmation transactional email example\" class=\"wp-image-94123\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-19-874x1024.png 874w, https:\/\/thegood.com\/wp-content\/uploads\/image-19-256x300.png 256w, https:\/\/thegood.com\/wp-content\/uploads\/image-19-768x900.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-19-610x714.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-19.png 969w\" sizes=\"(max-width: 874px) 100vw, 874px\" \/><\/figure><\/div>\n\n\n\n<p>Tips for driving more revenue through your delivery confirmation emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Celebrate the arrival of the package<\/li><li>Share <a href=\"https:\/\/thegood.com\/insights\/ecommerce-product-recommendation\/\">product usage tips<\/a> to reduce your return rate<\/li><li>Recommend related products<\/li><li>Encourage additional purchases with an exclusive promo&nbsp;<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-transactional-email-6-refund\">Transactional Email #6 \u2013 Refund<\/h3>\n\n\n\n<p><strong>Amazon example:<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"686\" height=\"434\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-20.png\" alt=\"amazon refund email example\" class=\"wp-image-94124\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-20.png 686w, https:\/\/thegood.com\/wp-content\/uploads\/image-20-300x190.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-20-610x386.png 610w\" sizes=\"(max-width: 686px) 100vw, 686px\" \/><\/figure><\/div>\n\n\n\n<p>This refund confirmation email is business as usual for Amazon &#8211; there\u2019s no mention of the product or the merchant, they make no attempt to ask what went awry, and there are no next steps if you have questions.&nbsp;<\/p>\n\n\n\n<p><strong>Ecommerce example (Figleaves):<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"838\" height=\"714\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-21.png\" alt=\"ecommerce refund email example\" class=\"wp-image-94125\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-21.png 838w, https:\/\/thegood.com\/wp-content\/uploads\/image-21-300x256.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-21-768x654.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-21-610x520.png 610w\" sizes=\"(max-width: 838px) 100vw, 838px\" \/><\/figure><\/div>\n\n\n\n<p>Tips for driving more revenue through refund emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Acknowledge that the customer\u2019s experience may have been less than perfect<\/li><li>Keep them shopping with free shipping or credit towards their next purchase&nbsp;<\/li><li>Provide tips on finding a better size or style of the product that was ordered<\/li><li>Ask for product or delivery feedback to show you are listening<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-transactional-email-7-subscription-cancellation\">Transactional Email #7 \u2013 Subscription cancellation<\/h3>\n\n\n\n<p><strong>Amazon example:<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"563\" height=\"408\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-22.png\" alt=\"amazon transactional email\" class=\"wp-image-94126\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-22.png 563w, https:\/\/thegood.com\/wp-content\/uploads\/image-22-300x217.png 300w\" sizes=\"(max-width: 563px) 100vw, 563px\" \/><\/figure><\/div>\n\n\n\n<p>Amazon sends its strongest automated emails at key points in the customer journey &#8211; when they are trying to close you as a paying Prime member, and when they have lost you as a paying Prime member.&nbsp;<\/p>\n\n\n\n<p>Here, they do ask for feedback (though the words \u201cexternal party\u201d and \u201cprivacy notice\u201d do not exactly give me the warm fuzzies).<\/p>\n\n\n\n<p><strong>Ecommerce example (CAUSEBOX):<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"725\" height=\"611\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-23.png\" alt=\"causebox transactional email\" class=\"wp-image-94127\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-23.png 725w, https:\/\/thegood.com\/wp-content\/uploads\/image-23-300x253.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-23-610x514.png 610w\" sizes=\"(max-width: 725px) 100vw, 725px\" \/><\/figure><\/div>\n\n\n\n<p>Tips for driving more revenue through your subscription cancellation emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>If you sent an activation email from a team member\/founder, send the cancellation email from the same person<\/li><li>Offer VIP customer support if they are willing to give you another shot<\/li><li>Remind the customer why they subscribed in the first place<\/li><li>Pull in data about any loyalty points or referral bonuses they might be leaving behind<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-instant-replay\">Instant replay<\/h2>\n\n\n\n<p>For all of its clout in the ecommerce world, Amazon hasn\u2019t spent nearly as much time on the email side of customer communications as it has on optimizing the online shopping experience.&nbsp;<\/p>\n\n\n\n<p>This leaves the door wide open for DTC brands to create a more personalized customer experience with every email sent &#8211; <a href=\"https:\/\/www.wonderment.cc\/shipping-delay-email-examples-what-to-say-to-your-customers\" target=\"_blank\" rel=\"noreferrer noopener\">including transactional ones<\/a>.&nbsp;<\/p>\n\n\n\n<p>Happy shoppers become repeat purchasers and referrers, so if you haven\u2019t taken a look at your automated emails lately, you\u2019re definitely leaving money on the table.&nbsp;<\/p>\n\n\n\n<p>Who knows &#8211; according to Rod&#8217;s experience below, your investment could give you an advantage over your competitors as well!&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-1024x770.jpeg\" alt=\"\" class=\"wp-image-94128\" width=\"512\" height=\"385\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-1024x770.jpeg 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-300x226.jpeg 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-768x578.jpeg 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-610x459.jpeg 610w, https:\/\/thegood.com\/wp-content\/uploads\/image.jpeg 1242w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container cta-button ugb-e894df8 ugb-container--v2 ugb-container--design-image2 ugb-container--collapse-on-mobile ugb-main-block\"><style>.ugb-e894df8-wrapper.ugb-container__wrapper{padding-top:0 !important;padding-bottom:0 !important;background-color:#000000 !important}.ugb-e894df8-wrapper > .ugb-container__side{padding-top:35px !important;padding-bottom:35px !important}.ugb-e894df8-wrapper.ugb-container__wrapper:before{background-color:#000000 !important}.ugb-e894df8-content-wrapper > h1,.ugb-e894df8-content-wrapper > h2,.ugb-e894df8-content-wrapper > h3,.ugb-e894df8-content-wrapper > h4,.ugb-e894df8-content-wrapper > h5,.ugb-e894df8-content-wrapper > h6{color:#ffffff}.ugb-e894df8-content-wrapper > p,.ugb-e894df8-content-wrapper > ol li,.ugb-e894df8-content-wrapper > ul li{color:#ffffff}.ugb-e894df8-wrapper > .ugb-container__image{background-image:url(https:\/\/thegood.com\/wp-content\/uploads\/Example-Images.png);width:40% !important}@media screen and (min-width:768px){.ugb-e894df8.ugb-container{margin-bottom:35px !important}}@media screen and (max-width:768px){.ugb-e894df8-wrapper > .ugb-container__image{height:300px !important}}.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > *{justify-content:center !important}@media screen and (min-width:768px){.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > .ugb-container__wrapper > .ugb-container__side{padding-top:8% !important;padding-bottom:8% !important;padding-right:8% !important;padding-left:8% !important}}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-e894df8-wrapper\"><div class=\"ugb-container__image\"><\/div><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-e894df8-content-wrapper\">\n<h5 class=\"wp-block-heading\" id=\"h-find-out-what-stands-between-your-company-and-digital-excellence-with-a-custom-5-factors-scorecard\"><span style=\"color: #ffffff;\" class=\"ugb-highlight\">Find out what stands between your company and digital excellence with a custom 5-Factors Scorecard\u2122<\/span>.<\/h5>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-main-blue-background-color has-text-color has-background no-border-radius wp-element-button\" href=\"https:\/\/thegood.com\/5factors\/\" target=\"_blank\" rel=\"noreferrer noopener\">GET YOUR SCORECARD<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<p><\/p>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":1,"featured_media":94108,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["Transactional emails often get the highest open and click rates, which is why they are an important growth opportunity for many brands. Follow this guide to turn your transactional emails into new revenue streams."]},"insight-category":[32],"insight-tag":[10344,7006,7592],"class_list":["post-94107","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-customer-acquisition","insight-tag-decrease-abandonment","insight-tag-ecommerce","insight-tag-email-marketing"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min.jpg",1024,585,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min-150x150.jpg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min-300x171.jpg",300,171,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min-768x439.jpg",768,439,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min.jpg",1024,585,false],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min.jpg",1024,585,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min.jpg",1024,585,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min-380x215.jpg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min-760x430.jpg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min-600x343.jpg",600,343,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min.jpg",131,75,false],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min.jpg",300,171,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min.jpg",400,229,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min.jpg",600,343,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min-24x24.jpg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min-48x48.jpg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min-96x96.jpg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min-150x150.jpg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/transactional-email-revenue-min-300x300.jpg",300,300,true]},"post_excerpt_stackable_v2":"<p>It\u2019s Amazon\u2019s world, and we\u2019re just living in it.&nbsp; At least, that\u2019s what it feels like most days. Just look at the stats: There are 2.3 million active sellers on Amazon this yearAmazon Prime has 126 million members in the US aloneAmazon\u2019s sales revenue was $75.5 billion &#8211; just in the first quarter of 2020 In addition, the ecommerce giant has been steadily increasing its share of online retail dollars over the past few years, and shows no signs of stopping.\u00a0 How did Amazon become such a powerhouse?&nbsp; The site sells more than 12 million products, but thanks to powerful&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"The Good","url":"https:\/\/thegood.com\/author\/the_good\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Turn Transactional Emails Into Revenue Generators - The Good<\/title>\n<meta name=\"description\" content=\"Transactional emails often get highest open and click rates in the 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