Online e-commerce websites are booming across the world. With the growth of inter-global connections, the available consumer products market is increasing. People can order products that are not available in their country. An individual from India can order a product sold in America and get it shipped and delivered to their house within a few weeks. With brands having an international customer base, their account book-keeping had to increase to match the extent of their audience. Online services rose to the occasion to support this expansion by offering in-site currency conversion, delivery options, transactional email etc. These online services are imperative for maintaining e-commerce websites.
GLOBAL ONLINE SHOPPING
Online shopping is now a staple in most households. These websites offer various products, from luxury jewellery and fashion to everyday essentials like milk and water. Specialised websites for each product are also on the rise. Consumers are spoilt for choice, as these websites offer sales, discounts and competitive pricing. These websites are continually growing their consumer base as they become more accessible to even the most remote areas.
With this humongous itinerary of products and globally vast consumer base, it is becoming essential for the websites to maintain accurate accounts. Each transaction has to be maintained individually and be collated at the end of the financial year. A transactional email does just that.
WHAT IS A TRANSACTIONAL EMAIL?
A transactional email or transaction email is an automated email triggered on the completion of a transaction. An API service provider offers services that help integrate these trigger protocols into an e-commerce website. There are many types of transaction emails; they are:
Successful Transaction
A successful transaction is when the consumer pays for the product, and the amount gets deposited into the seller’s account. The website protocols automatically trigger an email to the seller and the consumer. An order ID is generated for that particular order. This email details everything about the product and the transaction; Order ID, the amount paid, discount or coupon applied, the delivery/shipping status, consumer name and addresses (shipping and billing). The email can also include a statutory but personal message from the seller, thanking the customer for their purchase.
Failed Transaction
A failed transaction is when the amount is not credited into the seller’s account. This error could occur due to many reasons. In these circumstances, the e-commerce website triggers an automated email informing the customer about the failure of the transaction. The email lists the usual components of a transaction email (order ID, customer details, amount etc.). It also includes a message stating the reason for failure and a personal message apologising for the inconvenience caused.
Refund or Return/Replace Transaction
If a customer wants to return or replace the delivered product, they contact the seller through the website and intimate them on the same. This action triggers a return or refund email. In the case of returning a product for a replacement, the email states the agent’s details who will collect the product and deliver the replacement along with the usual transaction email components. In the case of a refund, a refund email is triggered detailing a refund’s initiation, when the customer can expect the money to be credited in their account and the other usual components.
Recurring or Subscription Transaction
Online portals offering subscription services use these emails, like OTT platforms, print media subscriptions or even e-commerce website products taken on a subscription basis. These emails are automatically triggered at preset intervals, informing the customer of the subscription transaction. This email also has the usual components, but certain components may subject to change at the seller’s discretion.
TRANSACTION EMAIL: WHY?
The transactional email is purely for record-keeping purposes. These emails are stored on both the consumers and the seller’s email servers. A seller can access these emails and even collate them for analysis or accounting purposes. Each email has a unique code defined by the Order ID or transaction ID. Using this, the seller can obtain information on a single order or collate them to get information on all the orders placed by the same consumer or people in the same city/geographical location. It helps the seller understand their consumer base, create appropriate marketing strategies and make the necessary tweaks to their website.
The transactional email also helps build trust amongst consumers. When consumers receive these emails, they know it is a guarantee of delivery. They also can refer to it if they want to modify their order or request a refund. Receiving these emails and good quality service ensures customer loyalty and a potential increase in the customer base. The API service provider helps form a connection between the seller and the consumer, signifying more than just a transaction.
