Transactional Journeys

What is it?

Transactional journeys let you send subscribers messages about the status of their order or subscription. For example, you can send a message when a subscriber completes an order or their order has shipped, or to let them know that their subscription started.

Common examples include:

• Order confirmations
• Shipping updates
• Refund notifications

How do I use it?

To implement transactional journeys, follow these steps:

1. Integrate Data: Connect your transactional system (e.g. Shopify, Recharge, Yotpo) to Attentive for real-time data flow.
2. Click on the Journeys tab from the left side menu and click the Create journey button in the upper right corner
3. There are two ways to build a journey:
   • Option 1: Scroll through the tiles to find the transactional trigger you’re looking for. Once you click on it, a pre-made, editable template will appear in the builder for you to customize.
   • Option 2: Click the Start from scratch tile and then use the dropdown menus at the top to narrow down your options. Use the All trigger types dropdown and select Transactional. Once you click on it the builder will appear.
4. Design Content: Create templates that dynamically pull in customer-specific details.
5. Test and Deploy: Rigorously test the triggers and data accuracy.

Choosing Your Channels: SMS vs. Email vs. Push

• Email: Use for long-form content, receipts, and instructions. It’s the ideal choice for information customers need to save and search for later.
• SMS: Use for time-critical, text-only updates like delivery arrivals or security codes. It ensures immediate visibility for users without your mobile app.
• Push:  Use for real-time nudges and interactive updates to re-engage shoppers. This serves as a complementary channel to drive users back to your mobile app.

Transactional vs. promotional text messages

There are different legal and carrier requirements for promotional messages and transactional/informational messages. Transactional messages, unlike promotional messages, have less stringent opt-in requirements than promotional messages.

However, transactional messages have strict requirements for what they can and can't include. Transactional messages:

• Must include content about the customer’s specific order, like their order number or a confirmation that a product shipped.
• Must not include promotional content of any kind. This includes discount codes, upselling, references to other products you offer, or any other kind of promotional content. Keep in mind that you’re responsible for ensuring that your transactional text messages don’t include promotional content.

Incorporating Branching Logic by Subscription type

Branching logic is essential for maintaining compliance while maximizing engagement. By checking a user's subscription status, you can route them through different paths:

• Transactional Path: This branch applies to everyone who provides contact information (email or phone number). Regardless of marketing opt-in status, these users receive essential messages, like receipts or account alerts, from you.
• Promotional Path: This branch is reserved specifically for subscribers who have explicitly opted in to receive marketing messages from you. For these users, you can extend the journey to include "value-add" content, such as personalized product recommendations or seasonal offers, that would be restricted for  transactional-only subscribers.

Transactional vs. promotional emails 

Including promotional content in transactional emails is generally allowed, provided the primary purpose of the message remains transactional.  Here are some general rules to consider:

• Make it clear that you’re sending marketing content: You can do this in many different ways, but you must make it clear to subscribers -- early in the email -- that you’re sending them marketing content.
• Be honest in your subject lines: The subject line in any email you send should accurately reflect the content of the email.  So, for example, the subject line for transactional emails should clearly reflect the transactional nature of the email (e.g., "Your Order Receipt") rather than the promotion. 

Why should I use it?

When your customers interact with your brand, they want information like order confirmations, shipping updates, and password resets. Transactional journeys provide several key benefits that provide:

• Enhanced Customer Experience: Immediate, relevant information builds trust and provides timely updates.
• Operational Efficiency: Automation reduces the load on customer support.
• High Engagement: These messages have higher open rates as users are actively looking for this information.
• Brand Consistency: Critical touchpoints reflect your brand's voice.