Apr 09, 2022
In Beauty Forum
In the early days of the internet, transactional emails were hard-coded into back-end systems, and actions by customers would trigger sending. For example, a purchase triggers the backend to compile, render, and send an order confirmation email. To create such emails or update existing emails requires developers to write code and deploy it to production. It's a sad truth that too many organizations today are still dealing with this tedious process. This often means that creating or updating transactional emails involves multiple rounds of design, coding, review, and revision before the email is finally approved and deployed. This process is often complicated by inefficient localization processes, which often include translation strings managed by spreadsheets. As a result, an email can take as long as several months to market. But worse than the slow pace of getting emails into production, this overly complex workflow also means that organizations often embarrass themselves by sending out old, outdated industry mailing list emails, many of them in years. You know the emails I'm talking about - those that look like they're straight from 1999, with blunt robotic text, links as long as your arm, and no images or logos in sight (when there's one , it was from before the last two name changes). In a recent report , Predictions for Leading Digital Experiences 2019, four out of six industry experts predicted that experimentation will be a driver for improving the digital customer experience in the coming year. To cover the entire customer journey, the experiment must go beyond the web, app, and mobile experience to include transactional email. Yet few organizations have the ability to easily create or update these critical communications, let alone innovate and experiment. The evolution of transactional email workflows has been going on for the better part of the last decade (if not longer), mostly driven by startups who realized early on that these emails are a powerful tool for building customer relationships tool. Amazing transactional emails allow businesses to stand out in an increasingly competitive market. The key is to create and modify emails with the same creativity and agility that you use to build great products. Modern transactional email workflows are critical to building this agility, introducing a degree of flexibility that allows you to test, iterate, and refine content to take your transactional email from awkward to great. Here are some tips to help you get started.