{"id":141038,"date":"2022-12-05T17:22:48","date_gmt":"2022-12-05T16:22:48","guid":{"rendered":"https:\/\/www.mdirector.com\/?p=141038"},"modified":"2023-05-18T12:36:12","modified_gmt":"2023-05-18T10:36:12","slug":"transactional-emails-and-how-to-send-them-right","status":"publish","type":"post","link":"https:\/\/www.mdirector.com\/en\/blog\/transactional-emails-and-how-to-send-them-right\/","title":{"rendered":"An Introduction to Transactional Emails and How to Send Them Right"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p><link rel=\"preload\" as=\"image\" href=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/transactional-email-1024x768.jpg\" imagesizes=\"(max-width: 1100px) 100vw, 1100px\" \/><img decoding=\"async\" class=\"aligncenter wp-image-141043\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/transactional-email-1024x768.jpg\" alt=\"transactional_email\" width=\"447\" height=\"335\" srcset=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/transactional-email-1024x768.jpg 1024w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/transactional-email-300x225.jpg 300w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/transactional-email-768x576.jpg 768w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/transactional-email-1536x1152.jpg 1536w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/transactional-email-2048x1536.jpg 2048w\" sizes=\"(max-width: 447px) 100vw, 447px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Every time you finish an Uber trip, buy something from Amazon or change your password in Airbnb, you get an email. It may be a receipt, confirmation message, or new sign-up alert. Simply put, your \u2014 user \u2014 actions trigger a system, and in a second, there is +1 unread message in the inbox. That is a transactional email.\u00a0<\/span><span style=\"font-weight: 400;\">To dig into transactional emails, today we will cover transactional messages \u2014 what they are, what are the best practices for building them, how to choose between <\/span><a href=\"https:\/\/mailtrap.io\/email-api\"><span style=\"font-weight: 400;\">SMTP and email API<\/span><\/a><span style=\"font-weight: 400;\"> for sending transactional emails, and how to find the proper sending provider.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">TABLE OF CONTENTS<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mdirector.com\/en\/blog\/transactional-emails-and-how-to-send-them-right\/#What_is_a_Transactional_Email\" >What is a Transactional Email<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mdirector.com\/en\/blog\/transactional-emails-and-how-to-send-them-right\/#Characteristics_of_a_Transactional_Email\" >Characteristics of a Transactional Email<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mdirector.com\/en\/blog\/transactional-emails-and-how-to-send-them-right\/#The_Difference_Between_Transactional_and_Marketing_Emails\" >The Difference Between Transactional and Marketing Emails<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mdirector.com\/en\/blog\/transactional-emails-and-how-to-send-them-right\/#Types_of_Transactional_Emails\" >Types of Transactional Emails<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mdirector.com\/en\/blog\/transactional-emails-and-how-to-send-them-right\/#The_Best_Practices_for_Transactional_Emails\" >The Best Practices for Transactional Emails\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mdirector.com\/en\/blog\/transactional-emails-and-how-to-send-them-right\/#Sending_Transactional_Emails\" >Sending Transactional Emails<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mdirector.com\/en\/blog\/transactional-emails-and-how-to-send-them-right\/#Email_Sending_Provider_Role\" >Email Sending Provider Role<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mdirector.com\/en\/blog\/transactional-emails-and-how-to-send-them-right\/#Domain_Verification_Authentication\" >Domain Verification &amp; Authentication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mdirector.com\/en\/blog\/transactional-emails-and-how-to-send-them-right\/#Transactional_Emails_Testing\" >Transactional Emails Testing\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mdirector.com\/en\/blog\/transactional-emails-and-how-to-send-them-right\/#To_Sum_Up\" >To Sum Up<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_a_Transactional_Email\"><\/span><span style=\"font-weight: 400;\">What is a Transactional Email<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Transactional (or triggered) emails a<strong>re messages users automatically get when interacting with a website, app, software, or any other product.<\/strong> \u00a0<\/span><span style=\"font-weight: 400;\">The <\/span><i><span style=\"font-weight: 400;\">&#8220;transaction&#8221;<\/span><\/i><span style=\"font-weight: 400;\"> stands not only for buying or selling something.\u00a0 For example, a new password, information update, or any account notification \u2014 everything can trigger a transactional email.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There is a slight difference between transactional and triggered emails. <strong>Unlike triggered emails, all transactional messages are for user-generated actions.<\/strong> Triggered messages like monthly reports and birthday notifications have pre-specified triggers. Users don\u2019t need to activate them \u2014 a system does everything without external assistance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The absence of transactional messages may affect business. Because without a password reset or email verification, the user cannot move further and use website functionality. Some messages may not seem crucial for users \u2014 like purchase confirmation \u2014 but people expect to get such emails to be sure the transaction was successful. If users don\u2019t receive them, they may think the operation failed.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Characteristics_of_a_Transactional_Email\"><\/span><span style=\"font-weight: 400;\">Characteristics of a Transactional Email<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Several things define transactional emails:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Event-driven.<\/b><span style=\"font-weight: 400;\"> The system sends the relevant email as soon as the user takes action.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>One-to-one basis.<\/b><span style=\"font-weight: 400;\"> Transactional emails are always sent to individuals and have unique and confidential information.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Opt-in isn\u2019t required<\/b><span style=\"font-weight: 400;\">. According to Legitimate Interest in privacy law, if users expect to get this kind of email, there is no need to opt-in.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>No unsubscribe link.<\/b><span style=\"font-weight: 400;\"> Recipients trigger transactional messages, so the email shouldn\u2019t have an unsubscribe button.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Outside of CAN-SPAM and GDPR.<\/b><span style=\"font-weight: 400;\"> Even though transactional emails may have minimal commercial messaging, they are still outside the scope of data protection and privacy legislation.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Metrics<\/b><span style=\"font-weight: 400;\">. Success metrics of transactional emails are measured by the speed of delivery and open rates.\u00a0<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"The_Difference_Between_Transactional_and_Marketing_Emails\"><\/span><span style=\"font-weight: 400;\">The Difference Between Transactional and Marketing Emails<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marketing emails<\/span><span style=\"font-weight: 400;\"> are messages devoted to marketing campaigns, newsletters, product updates, or other news. Marketing teams are building such emails to sell something to their customers. These messages are sent in bulk to multiple users and are never triggered by users.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hence, Marketing emails have specific characteristics:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Subscription only.<\/b><span style=\"font-weight: 400;\"> Recipients must subscribe to the email list and opt-in to receive such content. In other way, companies cannot send their commercial information to users.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>One-to-many basic.<\/b><span style=\"font-weight: 400;\"> A pool of recipients gets marketing emails at the same time. Marketing emails are sent to some category of recipients, depending on their interests, location, age, gender, or any other marker.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Compliant with CAN-SPAM and GDPR.<\/b><span style=\"font-weight: 400;\"> All marketing emails should be built in compliance with data protection and privacy legislation like GDPR.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Opt-in is required. <\/b><span style=\"font-weight: 400;\">Businesses should receive consent to send out such communication to users.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>An Unsubscribe link is a must.<\/b><span style=\"font-weight: 400;\"> To comply with all the legal standards and create a user-friendly experience, companies must include an unsubscribe button at the end of their marketing emails.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Whitelisting IP required.<\/b><span style=\"font-weight: 400;\"> To avoid being blocked on certain networks, the sending IPs need to be added to the company\u2019s allowlist.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To differentiate marketing and transactional emails, we should cover the types of marketing messages existing out there.<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Promotions and sales.<\/b><span style=\"font-weight: 400;\"> Such emails motivate users to follow the link and buy something from the company.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Newsletters<\/b><span style=\"font-weight: 400;\">. These messages allow companies to communicate with their users and share some insights.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Abandoned cart. <\/b><span style=\"font-weight: 400;\">If customers leave their cart halfway through the purchase process, they may get a finish-your-order message. It may only seem to be an email triggered by users\u2019 actions. In reality, the users\u2019 email must be in the email marketing list to get such a notification, so it is a marketing message.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To sum up, the difference between transactional and marketing emails cannot be mixed up:<\/span><\/p>\n<table style=\"height: 385px;\" width=\"993\">\n<tbody>\n<tr>\n<td><b>Transactional email<\/b><\/td>\n<td><b>Marketing email<\/b><\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Seek to inform the user and <\/span><span style=\"font-family: inherit; font-size: inherit;\">support business operations.<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">The main goal is to sell something or <\/span><span style=\"font-family: inherit; font-size: inherit;\">talk about upcoming events.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Unique content with personal information.<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Content created according to marketing needs.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Triggered by the user.<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Delivered to email subscribers, via opt-in forms or uploaded list.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Sent automatically as soon as the action happens.<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Sent in strategically planned time.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">High engagement and open rates.<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Lower engagement and open rates.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Sent on a one-to-one basis.<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Sent on a one-to-many basis.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Exists outside of CAN-SPAM and GDPR.<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Covered by CAN-SPAM and GDPR.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Legitimate interest, opt-in not required.<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Consent and opt-in are required.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">No unsubscribe link.<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Unsubscribe link required.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Whitelisting IP not required.<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li><span style=\"font-weight: 400;\">Whitelisting IP required.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span class=\"ez-toc-section\" id=\"Types_of_Transactional_Emails\"><\/span><span style=\"font-weight: 400;\">Types of Transactional Emails<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Types of transactional messages depend on the company&#8217;s business. For example, food delivery companies may use confirmational, verification, and delivery details emails. At the same time, dating apps may send notifications about user activity, new messages, matches, etc. Nevertheless, the most common transactional emails are relevant for every business:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Welcome emails. <\/b><span style=\"font-weight: 400;\">Transactional welcome messages can contain details about the new account, links to help guides, support channels, or CTAs to explore the service.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Account management. <\/b><span style=\"font-weight: 400;\">Users get such an email whenever they create a new profile, deactivate, or delete it.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-141161 size-full\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/account-email.png\" alt=\"netflix_confirmation_email\" width=\"918\" height=\"637\" srcset=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/account-email.png 918w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/account-email-300x208.png 300w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/account-email-768x533.png 768w\" sizes=\"(max-width: 918px) 100vw, 918px\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Verification<\/b>. This kind of email is the best practice of the double opt-in method. For example, when a message is sent to new users to verify their addresses, it may also ask to confirm that the user is willing to sign up for the email list. These emails usually have confirmation, unsubscribe links, and CTAs to learn more about the company and its services or products.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-141156 size-full\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/confirmation-email.png\" alt=\"buzzfeed_transactional_email\" width=\"590\" height=\"729\" srcset=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/confirmation-email.png 590w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/confirmation-email-243x300.png 243w\" sizes=\"(max-width: 590px) 100vw, 590px\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Password details.<\/b><span style=\"font-weight: 400;\"> At least once in a lifetime, we hit that \u201cforgot my password.\u201d It triggers an email with a unique link to the password reset page that will expire sometime soon.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-141166 size-full\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/password-details.png\" alt=\"reset_password_email\" width=\"945\" height=\"480\" srcset=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/password-details.png 945w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/password-details-300x152.png 300w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/password-details-768x390.png 768w\" sizes=\"(max-width: 945px) 100vw, 945px\" \/><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Notifications<\/b><span style=\"font-weight: 400;\">. All those security alerts about new sign-up, policy changes, monthly reports, or account reminders are notification emails that make the user flow seamless and as comfortable as possible. Businesses also send shipping notifications, delivery updates, and information about the trial period or expiration of subscriptions to keep users in the loop.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><b><br \/>\n<img decoding=\"async\" class=\"wp-image-141048 size-full alignleft\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/notification-email.png\" alt=\"notification_email\" width=\"537\" height=\"890\" srcset=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/notification-email.png 537w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/notification-email-181x300.png 181w\" sizes=\"(max-width: 537px) 100vw, 537px\" \/><img decoding=\"async\" class=\"aligncenter wp-image-141171 size-full\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/casper-email.png\" alt=\"confirmation_email_example\" width=\"415\" height=\"925\" srcset=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/casper-email.png 415w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/casper-email-135x300.png 135w\" sizes=\"(max-width: 415px) 100vw, 415px\" \/><\/b><\/span><\/span><span style=\"font-weight: 400;\"><b><\/b><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Feedback request<\/b><span style=\"font-weight: 400;\">. Users may get such an email to leave feedback on some company-provided service.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter wp-image-141053 size-full\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/feedback-email.png\" alt=\"feedback_email\" width=\"597\" height=\"862\" srcset=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/feedback-email.png 597w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/feedback-email-208x300.png 208w\" sizes=\"(max-width: 597px) 100vw, 597px\" \/><\/span><span style=\"font-weight: 400;\">&#8211; <\/span><b>Legal update. <\/b><span style=\"font-weight: 400;\">Transactional messages are also a great way to inform users about changes in policies, legal documents, or regulations.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-141058 size-full\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/legal-emails.png\" alt=\"legal_email\" width=\"506\" height=\"932\" srcset=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/legal-emails.png 506w, https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/12\/legal-emails-163x300.png 163w\" sizes=\"(max-width: 506px) 100vw, 506px\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Receipt or details on purchase.<\/b><span style=\"font-weight: 400;\"> Such emails serve one purpose \u2014 to ensure a positive customer experience. Along with the order confirmation number, cancelation &amp; return policy, and FAQs, there may be links to similar products, top sales, or CTA to leave a review.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Marketers may use every type of email to get honest feedback, lead the recipient to specific pages of the website, recommend services and products and notify of any upcoming events, sales, or updates. Nevertheless, it is essential to remember that transactional emails should have as little commercial content as possible due to law and compliance with CAN-SPAM and GDPR.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Best_Practices_for_Transactional_Emails\"><\/span><span style=\"font-weight: 400;\">The Best Practices for Transactional Emails\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marketing emails may land in the spam folder \u2014 users may just skim through the text or leave it unread. At the same time, transactional emails are those users wait for, open and read till the end. That\u2019s why companies should ensure their transactional messages are understandable, recognizable, and follow the best practices:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Personalization<\/b><span style=\"font-weight: 400;\">. Transactional messages are made from templates. But there is still that place for auto-fill information like the user`s name or nickname that makes the message more personalized, unique, and pleasant. <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Mobile Responsive.<\/b><span style=\"font-weight: 400;\"> Small fact: <\/span><a href=\"https:\/\/www.litmus.com\/blog\/email-client-market-share-2021-q1\/\"><span style=\"font-weight: 400;\">43% of users open emails on phones<\/span><\/a><span style=\"font-weight: 400;\">. When the business hasn\u2019t considered that fact, users&#8217; experience may be destroyed. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Branding<\/b><span style=\"font-weight: 400;\">. Transactional messages shouldn\u2019t be boring. Businesses may add logos, links to social networks, or use something except for Times New Roman together black-n-white combination. It doesn\u2019t take long to refresh the way small messages look, but it will certainly enhance user experience.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Simplicity<\/b><span style=\"font-weight: 400;\">. All transactional emails have a specific goal. There is no need to overfill the page with ten CTAs, and hope that users will visit every page company added there.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>The subject line and pre-header.<\/b><span style=\"font-weight: 400;\"> Before opening an email, users should understand its context just by looking at the subject line. The complex and vague description may leave the message unread or \u2014 even worse \u2014 put in a spam folder.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Copy<\/b><span style=\"font-weight: 400;\">. Even the <\/span><i><span style=\"font-weight: 400;\">\u201cClick here to get a new password\u201d<\/span><\/i><span style=\"font-weight: 400;\"> message can become more user-friendly and less worn out. Through all communications, transactional emails should stick to the Tone of Voice of the company. To improve this, make your user recognize you from the first lines of the message.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Avoid no reply<\/b><span style=\"font-weight: 400;\">. Users like to communicate with real people \u2014 even if they have never met them. If you don\u2019t like the idea of having something like \u201cKate from Google\u201d as s sender, try \u201cGoogle Support\u201d or something similar. But businesses should forget about the no-reply option if they don\u2019t want to receive no-read as an aftermath. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cross-selling and upselling<\/b><span style=\"font-weight: 400;\">. That is something that can skyrocket sales. Try to recommend similar items in every purchase confirmation letter, and the results will be excellent \u2014 approved by Amazon.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Preferences management.<\/b><span style=\"font-weight: 400;\"> Users should be able to manage their email preferences and get the most relevant notifications. Place the link to a page where users can change settings and let people choose which messages they get.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Extra value.<\/b><span style=\"font-weight: 400;\"> Additional content like promo codes, tips, recommendations, or a slight reminder about <\/span><span style=\"font-weight: 400;\">Black Friday deals<\/span><span style=\"font-weight: 400;\"> can improve user-company interaction. Take a look at Uber, and the message users get after a ride. It has tons of information: ride summary, ability to leave reviews or tips, CTA to get the UberEATs app, and sign up for credit card. It is the ideal example of how a business can promote its services via transactional emails.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Sending_Transactional_Emails\"><\/span><span style=\"font-weight: 400;\">Sending Transactional Emails<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are a lot of articles on how to create transactional emails, settings, and best management practices. We will cover the most frequently asked questions.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Email_Sending_Provider_Role\"><\/span><strong>Email Sending Provider Role<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Many transactional email services offer two main ways of sending emails \u2014 SMTP and API.\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">API is a faster and more reliable way to send emails. It provides a more flexible way of integrating with your app or service. Nevertheless, APIs require more complex coding solutions and aren&#8217;t as versatile as SMTPs. So, the first step in choosing a provider is deciding which method to use.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When a company selects a provider, they initially use providers&#8217; shared IPs. It is advised only if the company doesn\u2019t have enormous volumes of messages. A provider is in charge of IP warm-up and its reputation. <\/span><span style=\"font-weight: 400;\">Imagine: you pick up a provider and start sending hundreds of messages. The recipients\u2019 emails may consider such activity suspicious and mark messages as spam. Providers must control the number of messages sent, manage to throttle, and gradually increase the volume. A <\/span><span style=\"font-weight: 400;\">professional remote server monitoring service<\/span><span style=\"font-weight: 400;\"> is consigned to detect and eliminate the issues with your business mail, marketing lists, <\/span><a href=\"https:\/\/cyberpanel.net\/blog\/test-smtp-connection\/\"><span style=\"font-weight: 400;\">SMTP connection<\/span><\/a>,<span style=\"font-weight: 400;\"> or IP address error.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Domain_Verification_Authentication\"><\/span><strong>Domain Verification &amp; Authentication<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To allow email providers to send messages on the company\u2019s behalf, the company has to prove that it is the only owner of its domain \u2014 that is<\/span><b> domain verification<\/b><span style=\"font-weight: 400;\">. Without that, spammers can use the domain to spread any information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After verification, the company should also get <\/span><b>domain authentication.<\/b><span style=\"font-weight: 400;\"> Thus, this step is important as it ensures good email deliverability. There are several factors that influence deliverability besides the infrastructure itself &#8211;\u00a0 content, sending volume, and bounce rate. A few additional types of records can be added to the DNS settings to perform domain authentication, and you can use tools like <\/span><span style=\"font-weight: 400;\">email verifiers<\/span><span style=\"font-weight: 400;\"> to make sure you\u2019re sending the email to the right person. Following a consistent schedule, avoiding spam traps, and building the right reputation are equally important for improving your email deliverability.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Verifying a domain for transactional emails and getting authentication are not complicated processes and take little time to complete.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Transactional_Emails_Testing\"><\/span><strong>Transactional Emails Testing\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Before saving a template or sending a transactional email to users, you need to check if the message works appropriately. What can possibly go wrong? Buttons and links don\u2019t work, users cannot download invoices, or the mobile version of the email is not displayed correctly \u2014 many things may not go as planned.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To test email, companies use fake SMTP servers like Mailtrap. It ensures that you choose the only person that sees the test email, and that it doesn\u2019t land in the mailboxes of real users. Such servers also may check if the email can fall into the spam folder \u2014 another essential feature.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"To_Sum_Up\"><\/span>To Sum Up<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Transactional emails play an important role in the functioning of the entire service because they help the user to create a profile, choose a payment method, and confirm or cancel the purchase. So, the user experience will be extremely poor without these messages.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the company analyzes the entire customer journey, creates<a href=\"https:\/\/www.mdirector.com\/en\/signup\/?origin=web_blog_introduction_transactional_emails\"> the relevant transactional messages<\/a>, and makes them according to the best practices, it may see how automatically triggered emails can boost the user-company relationship.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every time you finish an Uber trip, buy something from Amazon or change your password in Airbnb, you get an email. It may be a receipt, confirmation message, or new sign-up alert. Simply put, your [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":140920,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","rating_form_position":"","rating_results_position":"","mr_structured_data_type":"","footnotes":""},"categories":[1903],"tags":[],"class_list":["post-141038","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Introduction to Transactional Emails and How to Send Them Right<\/title>\n<meta name=\"description\" content=\"Every time you finish an Uber trip, buy from Amazon or change your password in Airbnb, you get an email. 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