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Customizing Magento 2 Email Templates: The “Why?” and “How?”

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eCommerce, eCommerce Strategy, Email Marketing, Magento Commerce, Magento Tutorials, Marketing

You interact with your customer base a lot through email. You send them newsletters, daily deals, customer service replies, and more! But the transaction email templates sent through your Magento 2 store of by-far the most critically import emails your customers will receive. They both convey specific information to your customer while simultaneously representing your store’s unique brand and personality.

Magento 2 comes built-in with a collection of responsive Email Templates that are fired off by a series of transactional customer events that occur in the normal operation of your online store. These prepared templates relate to customer activities, sales, products alerts, admin actions, and system messages.

In this article , we’ll cover a number of topics surrounding transactional email templates; including:

With email templates you can convey the information you mean to communicate with your customer in an effective way to generate a higher level of end-user engagement.

But First, Things Have Changed…

Transactional Emails in Magento 1 were automated messages sent to a customer from your store in response to some activity that customer had performed on the site. These features have carried over to Magento 2, implementing a few revisions along the way. But you won’t find anything in Magento 2 called “Transactional Emails”. They have now been renamed as “Email Templates”.

This is a more appropriate name for what you can accomplish with Email Templates. Not only are these automated messages transactional in nature, but through the Magento configuration you can define the layout, content, and formatting of these messages. You can define the template, and each Email Template is associated with a type of transaction or event.

Four Magento Email Templates to Customize Right Now!

Magento Emails Why and How

  1. Order Emails
    A number of email messages are triggered by the events related to an order, and the configuration is similar. You must identify the store contact that appears as the sender of the message, the email template to be used, and anyone else who is to receive a copy of the message. This is the one piece of communication which your customers rely on to make sure their order is received and that their transaction is being processed.
    > Where? On the Admin sidebar, tap Stores. Then under Settings, choose Configuration. In the panel on the left under Sales, choose Sales Emails. Expand the Order section.
  2. Shipment Emails
    When you ship an item in Magento, you can automatically send out a notification to the customer informing them that their purchase has shipped. This is the email they have been waiting for – the announcement that their goods are on the way. This is a prime opportunity customize the content of this transactional email and congratulate your customers on their successful purchase. Depending on your store’s configuration and the shipping carriers you are interacting with, you can also include tracking numbers here.
  3. Password Reset Emails
    This is perhaps one of the most sent emails in your Magento system. You can set the email templates that are used when customers have forgotten their password, when customers request a password hint, or when customers change their passwords. This is one of the few ways you can provide your customers with automated 24/7 service and support.

    > Where? On the Admin sidebar, tap Stores. Then under Settings, choose Configuration. In the panel on the left under Customers, choose Customer Configuration. Then, expand the Password Options section.

  4. New Account / Welcome Email

    Welcome emails traditionally have the highest open rates of any marketing email type. They are an important vehicle for encouraging long-term engagement with your brand. They are the very first email a customer will receive, the first time you communicate directly with them; and first impressions matter, so make it count!

How to Customize Magento Email Templates

You can easily customize the body section of each message sent by Magento with simple HTML and CSS to match your store’s voice and brand. These templates can be further edited by adding from a wide selection of dynamic variables into the body. You have control of both the content and styling to make the templates work for you and your needs. But be sure to maintain any existing functionality and intended purpose of a message. Don’t remove the reset password link from the reset password email, for instance.

As a best practice, you should view each template, and make any necessary changes before they are sent to customers.

Editing or creating an email template is a four step process:

Configuring Email Templates in Magento2

In addition to customizing the content for specific transactional email templates, there are common elements that you can customize just once and have them reflect across all your email templates. You can define the logo, as well as the header and footer templates that are used for all transactional notifications sent from your store.

> Where? On the Admin sidebar, tap Content. Then under Design, choose Configuration.

Find the store view that you want to configure. Then in the Action column, click Edit. Under Other Settings, expand the Transactional Emails section. If you have custom header and footer templates for your store, or for different stores, you can specify which templates are used for each, according to the scope of the configuration. To ensure that your logo renders well on high-resolution devices, the uploaded image should be three times the size of the dimensions that are specified in the header template

Email is one of the best marketing channels at your disposal. Leverage Magento2’s transactional email templates to supplement your content marketing.

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