Customizing Your Transactional Emails with Woocommerce Email Hooks

Transactional emails play a crucial role in your order fulfillment process. They keep your customers updated on their order status, provide important information about policies and returns, and even offer opportunities to encourage repeat sales.

Surprisingly, despite their high open rate of 80-85%, most businesses fail to customize their transactional emails. Instead, they stick to generic templates, missing out on a significant opportunity to engage their customers.

Customizing your emails not only builds trust by providing helpful information, but it also reinforces your brand identity. By using your own colors, fonts, and language, you create consistency and help your customers remember you. You can even include related products and coupon codes to drive additional purchases.

If you’re using WooCommerce, you’re in luck. It offers built-in functionality that automatically sends customers emails based on their order status. But how can you adapt these emails to best fit your business and brand?

How to Edit Your Transactional Emails

To view and update your email settings, simply log into your WordPress dashboard, go to WooCommerce, and click on Settings. Within the Settings, you’ll find a tab labeled “Emails.” Clicking on it will display a list of email templates that you can customize.

list of email templates in WooCommerce

To customize a specific email template, click on the “Manage” button located next to it. This will allow you to edit the email subject line, heading, content, and type. You can even use template variables provided by the WooCommerce Follow-ups extension to personalize emails for each individual customer.

completed order email in WooCommerce

In addition to customization options, there is an “Additional Content” field that you can use to add a special thank you note or link to warranty information, return policies, and other relevant documentation.

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Common Design Customizations

If you want to make global design changes to all your email templates, you can do so by scrolling down to the bottom of the “WooCommerce Settings → Emails” page. There, you’ll find options to customize your header image, footer text, base color, background color, body background color, and body text color.

default WooCommerce HTML email template

Updating these elements to match your website and branding creates a more seamless experience for your customers. Consistency is key, as it helps customers feel comfortable and familiar with your brand, increasing their likelihood of becoming loyal, long-term customers.

Adding Product-Specific Information

If you sell different types of products, you may want to include specific information for each product in your customer emails. You can do this by navigating to the “Products” section, selecting the product you want to customize, and scrolling down to the “Product Data” section. There, you’ll find a field where you can add a purchase note.

product data box showing a product note field

You can use purchase notes to link to instruction manuals, exclusive customer pages, or even provide coupon codes for future purchases. The goal is to provide valuable information that enhances the customer experience, ultimately leading to increased customer satisfaction and loyalty.

Customizing Emails with MailPoet

If you want to harness the marketing and customization power of MailPoet for your transactional emails, you can do so by installing the MailPoet extension from your WordPress dashboard. Once installed, you can use MailPoet’s drag-and-drop editor to make changes to the overall look and feel of your WooCommerce emails.

With MailPoet, you can easily add your logo, change colors to match your brand, include eye-catching images, add buttons for important content or exclusive offers, and even place links to your social media accounts to encourage engagement.

MailPoet editing transactional email color

The best part is that MailPoet offers a variety of additional marketing tools. You can send email newsletters with updates, discounts, or product recommendations. You can reach out to new customers with a welcome message or exclusive coupon. You can tailor messaging based on the specific product each customer purchased or send abandoned cart emails to those who didn’t complete their purchase.

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MailPoet also provides robust audience segmentation options, allowing you to customize your emails so they’re hyper-relevant. Whether you want to target customers based on the number of email opens, specific link clicks, subscribe date, number of orders, or even customer country, MailPoet has you covered. Plus, with a 99% deliverability rate, you can trust that your transactional emails will reach your customers’ inboxes.

Customizing Emails with Mailchimp

For more extensive changes to your transactional emails, you can use the Mailchimp for WooCommerce extension. This extension allows you to manage your email marketing efforts and transactional emails in one place, without any coding required.

To set up the Mailchimp for WooCommerce extension, you’ll need to download it from the WooCommerce marketplace and activate it through your WordPress dashboard. Once set up, you’ll be able to customize order notifications, add recommended products to your emails, set up abandoned cart emails, and track and segment customers based on their purchase history and frequency.

Mailchimp’s audience segmentation capabilities are particularly valuable, as they allow you to send highly personalized emails. By segmenting your audience based on order total, lifetime amount spent, purchase date, and more, you can encourage additional purchases based on the exact products your customers have already bought or their previous actions on your website.

You can also include promo codes in your emails, providing incentives for repeat purchases. A post-delivery email is a great place to include a coupon code, as customers have already had a chance to try your product and are more likely to make another purchase.

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Mailchimp offers countless customization options to make your emails as effective as possible. Whether it’s adding personalized content, tracking customer behavior, or including promo codes, Mailchimp has the tools you need to craft engaging and impactful transactional emails.

Creating Custom Templates with Code

For developers or those comfortable working with PHP files, WooCommerce allows you to customize transactional email templates to your heart’s content. Each email consists of various templates, giving you extensive control over customization.

To customize a specific email template, go to WooCommerce Settings and click on the Emails tab. Find the email you want to customize, click on the Manage button, and at the bottom of the page, you’ll see the associated PHP template.

If you only want to edit a specific part of the email, such as the header or footer, you can make changes to the corresponding template file. For example, if you want to update the color of links in your emails, you can copy the email-styles.php file into your child theme and then edit the “link” class.

WooCommerce Hooks

WooCommerce hooks are another great way to add content to your email layouts. However, it’s important to note that hooks only allow you to add content and not modify existing text. If you want to modify text, you’ll need to customize templates using the methods mentioned earlier.

To add content below the header, use the woocommerce_email_header hook. To add content below the order table, use the woocommerce_email_after_order_table hook. And to add content above the footer, use the woocommerce_email_footer hook. You can add these hooks to your child theme’s functions.php file.

Start Customizing Your Emails Today

Customizing the design and content of your transactional emails is essential for effectively communicating with your customers, promoting your brand, and driving repeat sales. With WooCommerce’s built-in functionality, as well as extensions like MailPoet and Mailchimp, you have a wide range of options to make your emails more personalized and engaging.

How have you customized your transactional emails to increase sales? Let us know in the comments!