Mailjet has conducted a study that shows that 8 out of 10 French people are ready to abandon a brand because of a bad experience with a transactional email. The lack of vigilance in customer loyalty can represent a real risk for companies.
Mailjet looked at the importance of transactional email to the French, how email issues affect consumer brand loyalty and how brands can improve their emailing approaches to meet consumer needs.
Transactional email: the daily life of consumers
The French are more and more attentive to the transactional emails they receive, with 55% systematically checking notification emails, and 47% for verification emails. These emails have therefore become real issues for companies that can no longer afford to make mistakes, at a time when 1 in 10 French people do not pay attention to their transactional emails.
A major challenge for companies
With 67% of French people checking to see if they have received a purchase confirmation and 45% saying they are not willing to wait more than a minute to receive their confirmation emails, transactional email is now an essential part of the consumer buying process.
6 out of 10 French people are ready to contact the company within 10 minutes to 2 hours after the purchase if they do not receive a confirmation email. When a consumer has difficulties contacting a brand when they have problems with a transactional email, it can be a real loss for the company concerned.
Thus, 8 out of 10 French people say they would abandon a brand because of a bad experience with a transactional email. 39% of them admit that they would consider changing brands, 29% would look for other competing brands and 12% would no longer buy from the brand in question.
A few words from Alexis Renard, CEO of Mailjet:
For companies, email is not only an important part of online sales revenue growth, but also and above all the backbone of customer relations. A transactional email that does not arrive can generate a significant workload and investigation for the support teams and potentially lead to a loss of revenue or at least a strong degradation of the image. Aware of this sensitivity, we have developed Real Time Monitoring, the first complete monitoring tool that offers professionals the possibility to be proactively warned of a potential reception problem affecting a transactional email. They can set up their own alerts according to the criticality of their emails.
What are the real expectations of consumers?
For companies, choosing the right emailing platform and taking care of their transactional emails is essential to ensure good deliverability. What are the best practices to respect?
- With 24% of respondents wanting to receive their transactional emails quickly, it is vital for businesses to be responsive and vigilant to use an emailing service that reports unusual transactional email activity in real time to avoid losing customers.
- The French and their neighbors across the Channel are unanimous. They are 36% to plebiscite the companies which send them emails to confirm the purchase, the sending of a product then the delivery. Companies can turn to marketing automation services to meet this need.
- Keeping a consistent image and paying attention to spelling mistakes is essential since 57% consider that a transactional email containing spelling mistakes affects the trust they bring to the email and to the sending company. 47% say that a transactional email that is not visually similar with the brand's website loses its credibility.
For more details, feel free to read the complete Mailjet study.
Mailjet is the European leader in cloud emailing, and offers a unique platform for sending marketing and transactional emails, including a responsive email editor, an easily integrated API available in several programming languages, and SMTP relay functionalities. The solution offered by Mailjet is designed for large companies as well as for small and medium-sized businesses and startups, adapting to the volume of mailings and to the particularities of each structure.