Transactional Email Templates for E-Commerce Store

Following discussions with the Customer Support team, it was discovered that one in three enquiries were related to tracking numbers. Many customers expressed frustration due to not knowing the status of their orders, which led to increased stress and negative reviews.

A review of the company’s current emails and website revealed a significant gap in post-purchase communication. Transactional emails lacked key details, such as order status updates, leaving customers uncertain about delivery, which increased support queries and negatively impacted their experience.

The objective during the prototype development was to design intuitive transactional email templates that clearly communicated the order status and upcoming steps.

I also aimed to identify potential issues in the purchase journey at each stage. As a result, it was decided to design a final template where the customer could leave feedback or contact support if they encountered any issues during their interaction.

A challenge was that a large number of users would view the email on devices with dark mode enabled. Due to the limitations of HTML code for emails and the fact that the colour palette inversion when switching to dark mode depended solely on the user's device, the decision was made to design a black-and-white UI that would perform well in both light and dark modes.

Before starting to write the HTML for the transactional emails, I researched the most suitable solutions for email layouts. Due to the specific requirements of different email providers, sections and elements needed to be created as HTML tables.

Once the skeleton of the transactional email templates was ready, the project was handed over to the developers, where complex logic was implemented. Dynamic content was added to the emails, including order information, customer details, and the language, which automatically updated based on the order data.

A dynamic link was added to the "Track order" button, directing the customer to the courier’s website, where they could view the current delivery status.

Three months after the launch, a follow-up discussion was held with the Customer Support team, during which it was reported that the number of inquiries regarding tracking numbers had decreased from one in three to a minimum.