Transactional mails

What are transactional emails?

Transactional emails are automated emails that are triggered by a specific action from the customer. Unlike newsletters and promotional emails that are sent in bulk, transactional emails are individual and contextual - they contain information the customer expects and is actively seeking.

Precisely because they are expected, transactional emails have open rates of 60-80% - much higher than newsletters (15-25%). This makes them a valuable touchpoint in the customer journey.

Types of transactional emails in an online store

Order confirmation

The most important transactional email. Sent immediately after a purchase, it confirms order details, price, shipping address and estimated delivery time. It gives the customer peace of mind and reduces customer service inquiries.

Payment confirmation

Confirms that the payment has been completed and shows payment details. Relevant for webshops that separate order confirmation and payment confirmation.

Shipping notification

Sent when the order is shipped. Contains tracking number and link to package tracking. One of the emails customers open most frequently because they want to know when the package will arrive.

Delivery confirmation

Confirms that the order is delivered or ready for pickup. For stores with pickup, this can include an email when the order is ready and one after pickup.

Invoice

Sent as a receipt with all transaction details. Important for business customers who need it for accounting purposes.

Password reset

Automatic email with link to reset password. Time-critical - must be sent immediately.

Login prompt

Sent a number of days after delivery and asks the customer to review the product. Reviews build social proof and improve SEO.

Stock notification

Tells customers that an out-of-stock product they have shown interest in is now back in stock.

Transactional emails in Shoporama

Shoporama has a complete system of transactional emails, all of which can be customized via templates in your theme:

• Order confirmation (after_purchase) - Automatic after purchase with order details
• Payment confirmation (payment_mail) - Confirms successful payment
• Shipping notification (order_sent) - With tracking number upon shipment
• Ready for pickup (order_ready_for_pickup) - For stores with pickup
• Picked up (order_picked_up) - Confirms that the order has been picked up
• Invoice - Detailed invoice
• Dropshipping invoice (invoice_dropshipping) - Invoice to supplier
• Credit note (order_credit) - For refunds
• Stock notification (in_stock_mail) - Product back in stock
• Basket reminder (basket_mail) - Abandoned basket email
• Review prompt (product_review_mail) - Request product review
• Return label (return_label) - Return label to customer
• Password reset (user-reset-password-mail) - Reset password
• Loyalty points reminder (user-points-expires-mail) - Points about to expire

Optimizing transactional emails

• Design and branding: Transactional emails should look professional and match your brand. Use your logo, colors and typography.
• Product recommendations: Add product recommendations in the order confirmation. This is your best chance of upselling, as the customer has just shown a willingness to buy.
• Social sharing: Include buttons to share the purchase or store on social media.
• Mobile optimization: Over half open emails on mobile. Always test the mobile view.
• Clear CTAs: "Track your package", "Leave a review" - give the customer a clear next action.