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One of today's emerging retail email trends is emailing receipts to customers instead of printing them out from the cash register. The travel industry has emailed receipts to time-pressed travelers for years, while Apple Stores pioneered the practice at the retail level using iPhones. A recent USA Today story outlines the pros and cons of emailing receipts, which essentially boil down to convenience (no more paper receipts to lose) versus privacy (a sneaky way to add addresses to a database).
Email receipts are essentially a different kind of transactional email, but they face the same issues.
Of course, these emails are supposed to provide an electronic record of a transaction, notify customers their orders have shipped or are out of stock, or fulfill other transaction-related purposes. Transactional emails are among the most relevant emails you can send because they relate to a purchase or related process.
Transactional emails can also upsell, inform, brand and market to customers just like regular promotional emails, but to more engaged recipients.
The Missing Receipt: I bought a pair of shoes at a store in a California outlet mall and agreed to the email receipt (and promotional emails). Whether you’re looking to add receipts via email to your POS process or spruce up your order confirmation emails, make sure you optimize the message for everything from delivery to inbox presence to content. For example, hotels and airlines often provide weather forecasts, "Things to do in Chicago," TSA tips and more in their confirmation emails.

My hotel receipt (screenshot below) has one line of marketing-related copy ("Please come back again") followed by an 80-word legal disclaimer. Besides my bill, it listed my loyalty-point reward, pitched the hotel's branded credit card and gave me a chance to win time with a personal trainer. Transactional emails sent by Silverpop airline client BMI Baby include a dynamic content block inserted for nonsubscribers inviting them to opt in to its promotional email program.
IBM Marketing Cloud is a cloud-based digital marketing provider that offers email marketing, lead-to-revenue management and mobile engagement solutions. Once I finally unearthed it and got the information I needed, the message gave me little reason to engage further with the company.
On-time inbox placement: Delivery is the single most important aspect of a transactional email. Easily recognizable "From" name: Searching for my missing hotel receipt dredged up only irrelevant emails. Instead of a “gobbledygook” email address or something obscure, like "Accounting," use a logical, trusted and easily recognizable "From" name that includes your company or brand.
Informative subject line: Subject lines that just say "Order Confirmation" aren't horrible, but they provide neither context nor clarity. Attractive design and clear branding: No law says transactional emails can't use HTML or images or look as sharp as your best promotional emails.
Make appropriate use of HTML and images to deliver a message that represents your brand well and packs an informational punch. Value-added content: Go beyond the basic transaction or receipt information and provide additional content that provides value to the consumer.

Cross-promoting the company email program: Many transactional-email recipients might not have opted into your email program when they bought from your company. Cross-selling: These emails are a great opportunity to promote related products and services. IBM Marketing Cloud uses customer data and individual behaviors, collected from a variety of sources, to inform and drive personalized interactions in real time. Did the employee type my email address in wrong (I spelled it twice) or did the POS-to-email system fail somehow? Many companies rely on homegrown transactional systems or ecommerce platforms that lack the authentication, delivery and bounce processing infrastructure common to email marketing or dedicated transactional email systems. This might include delivery tracking information, loyalty program status updates or product usage tips. Use your receipts to invite these new and valuable paying customers to sign up for your email program with a link and brief benefit statement. An email receipt for a camera purchase can include a promotion for a camera bag and zoom lens based on like-minded purchases. IBM Marketing Cloud powers the delivery of exceptional experiences for customers across the buyer journey by leveraging key data, providing analytical insights and automating relevant cross-channel interactions.
As part of IBM, IBM Marketing Cloud helps make it easier to design meaningful customer experiences across applications, devices and time, accelerating today’s results and tomorrow’s ambitions.

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