Transactional emails critical to customer retention

Transactional emails critical to customer retention
Colm is the editor of MarketingTech, with a mission to bring the most important developments in technology to both businesses and consumers.

A lot of us know the feeling. Waiting anxiously for the confirmation email to arrive once we have paid for something on the internet. For a lot of people, this email is a crucial final step to the process of making a purchase, a full stop that makes the whole thing real.

But, what if that email never comes? First of all, how can you be sure that the transaction has gone through and, secondly, how do you know that the company is in control of its ecommerce process.

New research by email service provider Mailjet confirms that these kinds of ‘transactional emails’ area an extremely important element of any ecommerce brands customer retention strategy.  

The company surveyed 2,000 consumers in the UK and France and found that these emails are seen as incredibly important.  77% of UK respondents always check for a purchase confirmation email, and 33% look for multiple messages updating them on each stage of the process.

Most importantly for brands, consumers seem to have little patience for brands that do not provide transactional emails. 41% of respondent’s report becoming annoyed at a company if they have to wait more than a single minute. 19% of UK consumers said they form a negative view of a brand if the message hasn’t arrived after 10 minutes.

93% of consumers would consider choosing another brand if the they view the transactional experience, with 21% of UK respondents saying that email delivery speed is a crucial factor.

“In no uncertain terms, brands can’t afford to let the customer report back these issues, as they might have already taken their loyalty elsewhere,” Josie Scotchmer, Mailjet said. “Brands must monitor and rectify this from their own end to limit the risk of revenue and business operational impact.”

The importance of promptness

49% of customers will contact a company if they do not receive a transactional email confirming their purchase. UK consumers are, perhaps unsurprisingly, willing to wait longer then their French peers, with 30% willing to wait for four hours before getting in touch.

6% of people are actually willing to wait until the day they need the email, say for a flight, before contacting the brand in question.

When it comes to how a consumer would reach out to a brand, email is the most trusted with 62% saying they would choose it. 9% would use the company’s Facebook page and 7% would use Twitter.

“Unsurprisingly, brand consistency is a vital element in building trust with customers,” continued Scotchmer. “While the deliverability of transactional email is an essential pillar of selling goods and services effectively online, for marketers the challenge remains creating a consistent experience across channels.

View Comments
Leave a comment

Leave a Reply

Your email address will not be published.