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A transactional email is an automated message triggered by a user's action or account activity, such as order confirmations, password resets, shipping notifications, or account alerts. Unlike marketing emails, transactional emails are expected by recipients and typically have higher open rates.
Transactional emails have open rates of 40-50% or higher - significantly above marketing email averages. They're critical touchpoints in the customer journey: a missing order confirmation damages trust, a delayed password reset frustrates users. Poor transactional email delivery directly impacts user experience and revenue.
Transactional emails are triggered automatically when a user performs specific actions. Your application sends an API request to a transactional email service (like SendGrid, Mailgun, or Amazon SES), which immediately delivers the email. These emails are typically sent through dedicated IP addresses separate from marketing emails to maintain high deliverability.
Transactional emails are triggered by user actions and contain information the recipient expects (order confirmations, password resets). Marketing emails are promotional content sent to lists. They have different legal requirements - transactional emails don't require unsubscribe links in most jurisdictions.
Generally no, if the email is purely transactional. However, if you include any promotional content, you may need to comply with CAN-SPAM or GDPR requirements. Keep transactional emails focused on the transaction to avoid regulatory gray areas.
Common causes include poor sender reputation (often from sharing infrastructure with marketing emails), missing or misconfigured authentication (SPF, DKIM, DMARC), or content that triggers spam filters. Use dedicated sending infrastructure and monitor deliverability metrics.
Yes, verify emails at signup before they enter your system. Transactional emails to invalid addresses bounce, harming your sender reputation. Real-time verification during registration prevents bad addresses from entering your database.
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