The digitalisation is unstoppable. The days of the paper invoice seem to be almost over. Certainly in a B2B environment, the invoice is more often sent as a PDF via email. We also see that in our own inbox. The one time it’s an as good as empty message with an attachment. The other time it’s a strong message.
The example of Wordline we would like to assess as a strong example. Here we explain why.
1 The message starts with a header, in the same way like you do it when the messages come from your email marketing series. And that’s the way it should be. Transactional messages shouldn’t be dull messages without any graphic elements. In the end a decent message is also part of your business. The big problem is that transactional messages are often automatically generated by sales systems, ERPs and so on. These tools are not built on beauty, but on the reliability of information. However, it pays off to investigate whether you can at least add a default header to these automated messages. After all, it is just about a simple link to an image.
2 Here you can see the purely transactional. The order line that comes from the system with an invoice number, that leads to a generated PDF and of course the client number. After all, that is the first question that you have to answer when you call the service desk. For your own ease, not unimportant to mention.
3 Here the transactional mail is immediately provided with a strong call to action. The essential parts of the invoice, namely the amount, the due payment date and the structured announcement are repeated. Everything you need in order to pay. That is the principle of focused looking. But next to that, you see the most important button. A CTA that is highlighted by her colour, her size and the suggestive arrow. Completely by the book and again with the right message: “I pay now”. Next to paying there are two other words as important. With the ‘I’ the reader is addressed directly. With the ‘now’ they suggest urgency. Also pay attention to the grey background behind this paragraph. Your eye is immediately drawn to this.
4 This message is clearly meant for those who have passed the previous paragraph without action. When we didn’t receive a cash payment, then we can suggest another formula. And there the domiciliation comes into play. The explanation is accompanied with a CTA in the way of a link. Why just that link? Well, mostly to not overshadow the previous CTA. Because that is just that little bit more important than this “Here”.
5 The disadvantage of transactional email messages is that they are automatically generated by a system. And often it is said like that in the message very literally. Not just to say that a computer is talking to you, but also to mention that answering makes no sense. That you do something in service of the customers and you are actually telling them that they are not even treated personally. The example of today is no different. But at least it gives a personal touch by adding a name and a signature. It distracts the attention of the message below. And they know who they can address for issues. But then they have to grab the phone. Maybe here a simple CTA to a form would have made the story a little bit more complete…
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