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Campaign Types

Transactional Email

Automated emails triggered by user actions, like order confirmations or password resets.

Definition

Transactional emails are automated messages sent to individuals based on specific actions they take or events that affect them. Examples include order confirmations, shipping notifications, password resets, account alerts, and receipts. Unlike marketing emails, transactional emails are expected and necessary, so they have different compliance rules.

Why It Matters

Transactional emails have the highest open rates of any email type because recipients are expecting them. They are critical for customer experience and trust. Poor transactional email delivery can cause customer support issues and lost revenue.

How It Works

Transactional emails are triggered automatically by your application or e-commerce platform when specific events occur. They are sent in real-time to individual recipients rather than scheduled to lists. They typically require API integration or SMTP relay from your application to your email service.

Best Practices

  • 1Send transactional emails immediately when triggered
  • 2Keep them simple, focused, and action-oriented
  • 3Ensure they work on all devices and email clients
  • 4Use a separate sending infrastructure from marketing emails
  • 5Include only essential information and relevant next steps

Unified Transactional & Marketing

Sequenzy handles both transactional and marketing emails in one platform, with API access for real-time sending.

Learn More

Frequently Asked Questions

Generally no. True transactional emails (order confirmations, password resets) are exempt from CAN-SPAM unsubscribe requirements because they are necessary for the transaction. However, if you add marketing content, the requirements apply.

Many businesses separate them to protect transactional deliverability from marketing reputation fluctuations. However, some platforms handle both well. Sequenzy supports both in one platform with separate sending reputations.

Immediately or within seconds. Recipients expect instant delivery for password resets, order confirmations, etc. Delays of even a few minutes can cause customer frustration and support tickets.