TL;DR transactional messaging in e-Commerce

What is transactional messaging?

Transactional messages are those necessary notifications that ensure a product or service arrives in the hands of your customer. They include:

  • Emails
  • SMS
  • Push notifications
  • Mobile App and website messages triggered by events
    • Purchases
    • Password resets
    • Profile updates

The quality and effectiveness of your transactional messaging impact your customer engagement. Your customer places trust in you once they have paid for an item that will be shipped, they do the same when they engage with your brand to receive 2FA (two-factor authentication) messages, password resets, and order tracking. They rely on your brand to handle sensitive information and take care of their goods. 

For both virtual data and consumer goods to be delivered safely, your IT infrastructure and security setup has to be top-notch. 

Why are transactional messages important?

By helping your customer understand their journey, you relieve any potential anxiety associated with your brand engagement. Providing customers with frequent updates about the status of their orders gives them the reassurance they seek. 

How do you do transactional messaging right?

As with any push messaging, you must ensure each engagement provides contextually relevant messages when they are needed. Here are some tips to get the best out of your messaging:

  1. Make them interactive: Provide a link for customers to:
  • Leave their feedback
  • Get further support
  • Engage deeper: you can link customers to subscription renewals or upselling opportunities

Once transactional messages offer two-way communication, brands may better understand their customer’s perception of their brand. Many consumers prefer being sent transactional alerts on their mobile phones: which requires brands to optimize for Mobile. You need to ensure that the form of your message, the content, strategy, and design, are all presented well within a Mobile App.

  1. Keep them clear and concise

Only send relevant messages. Open rates for transactional messages are high because they carry essential information. No upsells in the transactional messages themselves! Figure out the who, what, when, where, and how of every transactional messaging campaign:

  • Who is the audience? 
  • Why do they need this message? 
  • What information should this message contain? 
  • Are they more likely to check it over their phone or laptop?

Customers devote only a few seconds of attention to transactional messages. In these few moments, they don’t want to see irrelevant messages or poorly-timed messages.

  1.  Keep them timely

Customers expect efficiency. This is especially true of OTPs, order confirmations, and password resets.

To read the original item, check out MoEngages full feature: Transactional messaging 101.

Declaration of interest

We are not impartial observers of the Customer Engagement Platform market (CEP market), e-CENS are partners with providers such as MoEngage — offering expertise in selecting and tailoring our client’s CDP/CEP solutions.

Harrie Bickle

Harrie Bickle

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