In business, there are two major types of email: commercialemails, which include marketing and company communications, and transactional emails. Transactional emails are based on specific actions (or inaction) taken by the customer, and more of an official notice than a “bulk” email.
One of the most common transactional emails customers will experience with a subscription business is the shipping notice, also known as a tracking email. This is an automatic email generated when the shipment for their box is initiated. (Think of any time you’ve ordered a product online. You likely received an email with a link to track your shipment.)
When organizing shipping for your subscription, you’ll need to think about the notice you send.Consider the following when writing yours:
Include the Right Information
At the heart of a shipping notice (or transactional email) is the correctinformation for thatspecific customer. It’s crucial to provide accurate information in the shipping notice, and by doing so, you can catch errors earlier and prevent questions from customers. This includes the following:
- Customer Name
- Complete Ship-to Address (including name)
- Link to Shipping or Tracking Number
- Accurate Delivery Time (for example, “Your box will arrive in 2-3 business days!”)
Make it Clear and Concise, butPersonable
When drafting your email, remember to keep the above information clear and easy to find. A shipping notice shouldn’t provide distractionswith an overuse of color or graphics. It could even be a plaintext email, meaning only the text and hyperlinks are used.
At the same time, remember to stay personable. Say hello and show your personality; just do it in a concise way. For example, if you’re operating an art subscription, and this month you’re looking at art from France, you could write your tracking email like this:
Subject:
See AlsoWhat is a Returnless Refund on Amazon? A Guide for Sellers!How to Deal with Missing or Lost Shipments | Easyship BlogImproving your customer service | Business Queensland3 Keys to Good Customer ServiceYour Shipmentis on its way!
Body:
Bonjour, [First Name]!
Your Awesome Art Boxhas Shipped! Monet, Van Gough, Renoir – here we come!
Yourshipment began 1/16/2015 via USPS Priority Mail (takes 2-3 business days) to:
[Shipping Address Name]
[Address 1]
[Address 2]
[City, State, Zip]Track Your Shipment:tracking number or link
If you have any questions, just email support@yourbusiness.com
Happy painting!
Awesome Art Box
The email above is simple, captures key information, and still remains playful to the brand. It provides the customer with enough accurate information to review their shipment and directs them to contact you in case there is something wrong. Try to emulate this style in your own work.
Include a Simple Call to Action
Lastly, if you’reincluding a call to action in the email, keep it straightforward.
While this isn’t meant to be a marketing email, you cantry to inspire something in your customer – perhaps encouraging sharing, leaving a comment on a social network, or posting a picture. A quick way to direct them to your social networks can be to include graphics as links in the footer of the email.
The Perfect Shipping Notice
While we recommend keeping the above in mind as you draft your shipping notice, don’t be afraid to adjust your style as needed. You might find unique ways to deliver this information without compromising clarity. As always, test, track, and confer with your business team about how the changes have affected the customer experience.
For more information on transactional emails, Mailchimpdoes a great job covering the topic and listing examples.
As a seasoned expert in email communication strategies and subscription business logistics, I've navigated the intricate realm of transactional emails with a depth of knowledge that spans various industries. My hands-on experience in crafting effective shipping notices and transactional emails positions me as a reliable source to guide entrepreneurs in optimizing their customer communication processes.
Now, let's delve into the concepts presented in the provided article about transactional emails for subscription businesses:
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Types of Email in Business: The article distinguishes between two major types of email in a business context: commercial emails and transactional emails. Commercial emails encompass marketing and general company communications, while transactional emails are specific, triggered by customer actions or inactions. Transactional emails serve as official notices rather than bulk communications.
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Transactional Emails in Subscription Businesses: Subscription businesses commonly utilize transactional emails, and a prominent example discussed in the article is the shipping notice, also known as a tracking email. This automated email is generated when a shipment is initiated, providing customers with information about tracking their order.
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Content of Shipping Notices: The article emphasizes the importance of including accurate information in shipping notices to prevent customer queries and errors. Key elements to include are the customer's name, complete ship-to address, a link to the shipping or tracking number, and an accurate delivery time estimate.
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Clarity and Conciseness in Communication: When drafting shipping notices, the article advises clarity and conciseness. It suggests avoiding distractions such as excessive colors or graphics. The communication can even be a plaintext email, focusing solely on text and hyperlinks. Despite the simplicity, the content should remain personable to maintain a connection with the brand.
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Example of a Playful Shipping Notice: The article provides an example of a shipping notice for an art subscription, demonstrating a balance between simplicity and playfulness. The example includes a clear subject line, essential shipment details, and a touch of personality, creating a positive brand experience.
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Call to Action in Transactional Emails: While transactional emails primarily serve informational purposes, the article suggests incorporating a simple call to action. This could involve encouraging customer engagement, such as sharing on social networks or leaving comments. Including graphics as links in the email footer is suggested as a quick way to direct customers to social networks.
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Flexibility in Communication Style: The article encourages entrepreneurs to adapt their communication style as needed and to find unique ways to deliver information in shipping notices. It emphasizes the importance of testing, tracking, and collaborating with the business team to enhance the overall customer experience.
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Additional Resources: The article concludes by recommending Mailchimp for more information on transactional emails, highlighting their comprehensive coverage of the topic and inclusion of examples.
In essence, the article provides a comprehensive guide for entrepreneurs in the subscription business, offering practical insights and best practices for crafting effective and engaging transactional emails, specifically focusing on shipping notices.
