Transactional email – What is a transactional email?

A transactional email is one that is automatically generated and sent to a user who has made some type of interaction with your website or application. Depending on the actions that the user carries out, a different type of email will be sent. For example, if you have made a purchase, the confirmation email that will be sent to you is a transactional email. It is an email that is sent to a single user right after the moment of interaction, which is why it differs from mass mailing, which will be sent simultaneously to all users (or a segment of them) on an email list. In addition to responding to a specific purpose based on the interaction carried out by the user, transactional email allows you to strengthen the relationship between the user and the brand, and increase sales or subscriptions if used appropriately. 

Features of transactional email

The main characteristics of a transactional email are:

  • Responds to a user action

  • Shipping is immediate

  • It is sent only to the user who carried out the action

  • It does not have to include a link to unsubscribe.

Differences between transactional email and mass email

Transactional emails have some differences with mass mailings:

  • Transactional emails respond to an action (or inaction) carried out by the user while mass mailings are sent at a time decided by the sender to many users simultaneously.

  • Sending is immediate after the user carries out the action

  • It is a one-to-one communication: it is sent to a single user instead of an entire list

  • They do not have to include an unsubscribe link, while in commercial communications it is mandatory

Advantages of sending transactional emails

There are several advantages that transactional emails can bring to your business:

  • Strengthen the brand’s relationship with the customer

  • They are part of the customer experience journey

  • They provide added value

  • They are a great tool for cross-selling and upselling.  

  • They have a substantially higher opening rate than mass mailings or newsletters 

Examples and types of transactional emails

Some of the most common types of transactional emails are the following:

  • Account creation

  • Subscription confirmation

  • Order confirmation

  • Order status

  • Order Tracking

  • Invoices and receipts

  • Password Reminder

  • Abandoned cart recovery

  • Satisfaction surveys