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The One Time You Must Absolutely Not Market In Your Emails

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When it comes to email marketing it's all too easy to consider using every email to your customer as a way of marketing your brand. However, this could damage your brand reputation in ways that would be difficult to repair.

An example of this is in your transactional emails.

In this post, we are going to discuss why marketing in your transactional emails is a huge no and also how you can go about setting them up the right way.

But first, what is a transactional email?

A transactional email is sent in response to an action taken by a subscriber or customer. Subscribing to a mailing list, purchasing a product or service, or cancelling an account are all examples of actions.

Brand credibility depends on transactional emails. Although they are not promotional, they are critical for client loyalty. Their efficient delivery and correctness assist businesses, websites, and online stores create their reputation.

Transactional emails not only convey useful information. They also show the trustworthiness and security that consumers need. In a nutshell, transactional emails are the business card for all online activities.

If you offer items or services, you know how important it is for the email order confirmation to arrive in the customer's inbox on time. Your clients are expecting that confirmation, and if it doesn't arrive, they won't be happy. Your brand's credibility begins to fade away while they wait.

It's vital to make sure your transactional emails reach the customer and never their spam folder.

Marketing Emails vs. Transactional Emails

Transactional emails and marketing emails have huge distinctions.

The first is functionality. Email marketing campaigns are useful for growing your business. Transactional emails are a necessary component without which your brand would crumble.

Transactional emails are also the primary means of one-to-one communication between you and your client. They're sent out in reaction to a specific user action for a specified purpose.

Marketing emails are sent out at prearranged times to your contact list. They are examples of one-to-many communication. They're great for getting your subscriber's attention and spreading brand awareness. Not forgetting to make a huge increase in revenue through marketing your products and services.

Sending transactional emails is an essential element of the business process. They must be as dependable and efficient as possible.

Common transactional emails include:

The following are examples of triggered emails that aren't considered transactional emails:

Here's how you set them up (Using Klaviyo)

Klaviyo allows you to send transactional emails, but you must first reach out to their Customer Support staff. I recommend reaching out to their live chat. To ensure that no marketing content is sent out, transactional email requests are carefully vetted and continuously monitored.

You won't be able to import transactional emails from your eCom platform into Klaviyo since your eCom platform uses different dynamic tags than Klaviyo. If you're using Shopify, you have the option of sending the messages directly from Klaviyo, as with other integrations or utilising Klaviyo's pre-built Shopify transactional email templates. (The latter method works because the emails are sent through Shopify rather than Klaviyo.)

How to create a transactional email

1. Go to the Flows tab in Klaviyo.

2. Click Create Flow in the upper right, then click Create From Scratch.

3. Design your flow in the builder, and personalize your flow emails to suit your message.

4. Click Save & Exit. Do not set your flow live yet.

5. Once you have configured all the content in your flow, you must first contact the Klaviyo Customer Support team and use the subject line "Transactional Email Request" so that the email(s) reach the appropriate team for review. In your message, include:

A transactional email will still send to unsubscribed recipients. Therefore, it is important that only essential, non-marketing emails have this status enabled.

6. Once support verifies that your email is transactional, you will see a green badge on the email card. You will also see the transactional status enabled for a given email under the email’s settings.

7. Turn Smart Sending off for transactional flow emails. This makes sure that your customers will receive the transactional message, regardless of any other marketing or transactional messages they have received within your Smart Sending timeframe.

8. Check the Ignore transactional messages box.

On the main flows page, you will notice a marker on each flow that contains a transactional email, with the count of how many emails are transactional.

9. Once all the transactional emails in your flow have been approved, you can go ahead and set your flow live.

And that is it.

If you need any help setting these up, feel free to email me at oscar@useklicked.com I’ll help you out (no strings attached of course).

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