Transactional emails are triggered by an action: order confirmations, booking confirmations, password resets, invoices and shipping updates. Customers expect them and open them often.
Examples
- Order and payment confirmation.
- Shipping and delivery updates.
- Booking and appointment confirmations.
- Invoices and receipts.
- Password resets and account emails.
Make them better
- Clear subject lines: “Your order #1042 is confirmed”.
- All key details: items, amount, date, address.
- Next steps and timelines.
- Support contact and WhatsApp option.
- Your branding and a friendly tone.
Deliverability
Transactional emails must arrive reliably. Many businesses send them from a separate sending stream or subdomain from marketing emails, with proper SPF, DKIM and DMARC. Read SPF, DKIM and DMARC.
Light marketing
A small, relevant suggestion is fine, but the main purpose must be the transaction.
Use WhatsApp too
Many customers prefer order updates on WhatsApp; adapt messages from our WhatsApp message templates.
Add a professional email signature to manual transactional emails.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
