Product management glosary

Transactional Email

What is Transactional Email?


Transactional email is a type of email that is triggered by a specific action or event. These emails are usually sent to a single recipient and contain information that is relevant to that individual. Unlike promotional emails, transactional emails are not intended to sell a product or service. Instead, they are designed to provide information or confirm a transaction.

Examples of Transactional Emails

There are many different types of transactional emails, including:
  • Order confirmations
  • Shipping notifications
  • Password reset emails
  • Account activation emails
  • Receipts and invoices
Each of these emails is triggered by a specific action or event. For example, an order confirmation email is sent when a customer completes a purchase on an e-commerce website. A shipping notification email is sent when the order has been shipped and is on its way to the customer.

Benefits of Transactional Emails

Transactional emails offer several benefits for businesses, including:
  • Increased customer engagement
  • Improved customer satisfaction
  • Reduced customer support costs
  • Increased revenue
By providing customers with timely and relevant information, businesses can increase customer engagement and satisfaction. This can lead to increased loyalty and repeat business. Additionally, by automating the sending of transactional emails, businesses can reduce their customer support costs and improve their overall efficiency. Finally, transactional emails can also be used to promote additional products or services, which can lead to increased revenue.

Best Practices for Transactional Emails

To ensure that transactional emails are effective, businesses should follow these best practices:
  • Personalize the email
  • Use a clear and concise subject line
  • Include relevant information
  • Make the email visually appealing
  • Include a clear call-to-action
By personalizing the email and including relevant information, businesses can increase the likelihood that the recipient will engage with the email. Additionally, by making the email visually appealing and including a clear call-to-action, businesses can encourage the recipient to take further action.


Transactional emails are an important tool for businesses that want to provide timely and relevant information to their customers. By following best practices and using transactional emails effectively, businesses can increase customer engagement, improve customer satisfaction, and increase revenue.