{"id":1625,"date":"2019-12-01T19:11:20","date_gmt":"2019-12-01T19:11:20","guid":{"rendered":"https:\/\/uxwritinghub.com\/?p=1625"},"modified":"2022-03-22T21:30:43","modified_gmt":"2022-03-22T21:30:43","slug":"transactional-emails-copywriting","status":"publish","type":"post","link":"https:\/\/uxwritinghub.com\/transactional-emails-copywriting\/","title":{"rendered":"Transactional Emails Need the UX Writing Touch: A Udemy Case Study"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The <a href=\"https:\/\/course.uxwritinghub.com\/free_course\">UX Writing course<\/a> I\u2019m taking tasked me with creating a digital product. That entailed opting in to competitors\u2019 communications to analyze their brands\u2019 language. Soon, like a bad cold, email had infiltrated every nook and cranny of my inbox.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instinctively I\u2019ve considered most emails to be marketing content because they try to get me to buy. Or sometimes they communicate some value by providing discounts, useful tips, or helpful reminders. But many emails don\u2019t fit neatly into the marketing-message bucket.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Neither promotional nor part of a drip campaign, this other broad category of emails comes in familiar flavors:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Updates to products, service agreements, and privacy terms<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Newsletter subscription confirmations<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Welcome letters<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Purchase receipts<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Shipping information<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Onboarding guidance<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">System outage alerts<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Notifications and reminders<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Little did I know that the industry has a name for these messages: <\/span><i><span style=\"font-weight: 400;\">transactional emails<\/span><\/i><span style=\"font-weight: 400;\">. Their job is to inform or educate customers by acknowledging their purchases or other actions, providing shipping details, alerting them to events, sharing product updates, and helping them learn to use products quickly.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Transactional Email Writing Is UX and Customer Experience (CX) Writing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Transactional emails\u2019 focus on building, deepening, or maintaining a relationship between brand and customer. From the brand\u2019s perspective, transactional emails play a critical role in bringing customers back to the brand\u2019s platform. Because of their importance to customer experience, transactional emails increasingly are becoming the job of UX writers, especially at large companies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At a small company, you\u2019re probably writing both types of email. If you\u2019re a marketer first, that\u2019s great because you already practice principles in common with UX writing like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Referring to personas\u2014<\/b><span style=\"font-weight: 400;\">Consulting them keeps your audience front and center.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Incorporating research insights\u2014<\/b><span style=\"font-weight: 400;\">Better understand customer needs and vocabulary via interviews, observations, surveys, and conversations.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Following your company\u2019s style guide\u2014<\/b><span style=\"font-weight: 400;\">This is the key to writing consistently in your brand\u2019s voice and with the tone appropriate to your target audience.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Writing for customers and prospects is a high-wire balancing act. You\u2019re always considering your audience\u2019s needs <\/span><i><span style=\"font-weight: 400;\">and <\/span><\/i><span style=\"font-weight: 400;\">your business\u2019s goals. The critical difference in writing transactional emails is that you\u2019ll hit your mark most often if you put your thumb on the customer side of the scale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In simplest UX terms, that means leading with empathy when writing for customers. Make sure every transactional email delivers value to customers and does not try to upsell or cross-sell.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re a marketing copywriter, develop a bloodhound\u2019s nose for separating the wheat from the fluff, and when you smell fluff in what should be a transactional email, be fearless, and kill it.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Transactional Emails in Their Glory (and Warts)<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s look at three examples of transactional emails and how they serve their recipients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">My UX writing instructor Yuval Keshtcher recommends learning the basics of today\u2019s design tools. When I began learning Figma, I visited the popular education site <a href=\"https:\/\/udemy.com\/\" target=\"_blank\" rel=\"noopener\">udemy<\/a> and signed up for two courses, one on Figma, the other on sketching the UX.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I received an order confirmation immediately.<\/span><\/p>\n<p><img class=\"aligncenter wp-image-1648\" src=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/12\/1-490x1024.png\" alt=\"\" width=\"599\" height=\"1252\" srcset=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/12\/1.png 490w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/12\/1-144x300.png 144w\" sizes=\"(max-width: 599px) 100vw, 599px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For a purchase confirmation, this is standard but necessary and useful stuff:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Clear subject line\u2014<\/b><span style=\"font-weight: 400;\">\u201cOrder Confirmation for October 1, 2019\u201d says it all.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Just the facts\u2014<\/b><span style=\"font-weight: 400;\">Email shows me the courses ordered, their prices, and taxes.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Help on the way\u2014<\/b><span style=\"font-weight: 400;\">Prominent links direct me to udemy Help Center and support.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Helpful CTA buttons\u2014<\/b><span style=\"font-weight: 400;\">With one click, I can start either course.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>No fluff\u2014<\/b><span style=\"font-weight: 400;\">Nothing overly promotional.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But in the lower half of the email, you see more courses udemy recommends. At least the email\u2019s composer placed this information below what I really needed. Not a major faux pas, so I give this a B+.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next, I received a welcome email.<\/span><\/p>\n<p><img class=\"aligncenter wp-image-1650\" src=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/12\/2-1-286x1024.png\" alt=\"\" width=\"458\" height=\"1640\" srcset=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/12\/2-1-286x1024.png 286w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/12\/2-1-84x300.png 84w\" sizes=\"(max-width: 458px) 100vw, 458px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">This email is 90 percent markety-mark:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Impersonal\u2014<\/b><span style=\"font-weight: 400;\">What\u2019s my name?<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>But wait, there\u2019s more\u2014<\/b><span style=\"font-weight: 400;\">Clicking the \u201cStart learning\u201d button sent me to a page to search for more udemy courses.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Benefits, then features\u2014<\/b><span style=\"font-weight: 400;\">Most of this email is a brochure.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Get the app\u2014<\/b><span style=\"font-weight: 400;\">This CTA button doesn\u2019t rankle me because the app could be useful for mobile learning.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The copy and visuals look to be copied from a brochure and pasted into this campaign. The marketing writer and graphic designer, hey, they did their jobs. Whoever approved this as the customer welcome email gets an F.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then I received yet another welcome message from udemy.<\/span><\/p>\n<p><img class=\"aligncenter size-large wp-image-1651\" src=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/12\/3-463x1024.png\" alt=\"\" width=\"463\" height=\"1024\" srcset=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/12\/3-463x1024.png 463w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/12\/3-136x300.png 136w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2019\/12\/3.png 490w\" sizes=\"(max-width: 463px) 100vw, 463px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Now this, this I can get on board with:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Personalized\u2014<\/b><span style=\"font-weight: 400;\">Addressing me as \u201cJames P\u201d is nice, but including my middle initial is awkward.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Personal\u2014<\/b><span style=\"font-weight: 400;\">Kudos to udemy for having this message come from Caleb, the instructor, along with his photo.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Invitations to connect\u2014<\/b><span style=\"font-weight: 400;\">Links invite me to join Caleb\u2019s design-tips communities on Twitter, Facebook, and YouTube.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Personal brand promise\u2014<\/b><span style=\"font-weight: 400;\">Caleb says he will reply to all outreach in 24 hours. Nice.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Reply to this message\u2014<\/b><span style=\"font-weight: 400;\">A CTA button to reach out to Caleb.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Caleb asks for a positive review if you like his course. To my eyes and ears, though, this doesn\u2019t cross any line. It\u2019s an excellent example of providing a great CX at the welcoming a new customer touchpoint. An A- for UX writing in practice, in a transactional email.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The distinctions between transactional and marketing emails will become clearer as more businesses invest in UX writing. In the meantime, read your inbox with a more critical eye and ear. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Notice which writing techniques educate, inform, and entertain, and which clearly (or subtly) market to you. Do that, and you will hone your Spidey sense for spotting\u2014and writing\u2014transactional emails that make a great UX and CX.<\/span><\/p>\n<h2>Keep learning<\/h2>\n<p>You can also <a href=\"https:\/\/respona.com\/blog\/email-copywriting\/\">read about email copywriting in this article from Respona<\/a>.<\/p>\n<p><strong>About Jim Gallant<\/strong><\/p>\n<p>Lifelong writer, content strategist, environmental advocate, live music fiend, and dreadful guitarist at <a class=\"c-link\" href=\"https:\/\/linkedin.com\/in\/jimgallant\/\" target=\"_blank\" rel=\"noopener noreferrer\">linkedin.com\/in\/jimgallant\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The distinctions between transactional and marketing emails will become clearer as more businesses invest in UX writing. In the meantime, read your inbox with a more critical eye and ear.<\/p>\n","protected":false},"author":19,"featured_media":1631,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tpgb_global_settings":"","_eb_attr":"","content-type":"","_mi_skip_tracking":false},"categories":[59],"tags":[],"acf":{"descriptions":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Transactional Emails Need the UX Writing Touch: A Udemy Case Study - UX WRITING HUB<\/title>\n<meta name=\"description\" content=\"The distinctions between transactional and marketing emails will become clearer as more businesses invest in UX writing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/uxwritinghub.com\/transactional-emails-copywriting\/\" \/>\n<meta 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