Transactional emails (also known as relationship messages) are usually triggered by customer actions and, in order to be qualified as transactional, the primary purpose of the communication must be "[...] to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender", along with a few other narrow definitions of transactional messaging.
Triggered transactional messages include:
- dropped basket messages
- password reset emails
- purchase or order confirmation emails
- order status emails
- reorder emails
- email receipts
The purpose of such emails is to convey information regarding the action that triggered it, but due to their high open rates, transactional emails can be a great opportunity to engage customers. They achieve that by introducing or extending the email relationship with your customers and subscribers, by anticipating and answering their questions, or by cross-selling or up-selling products or services!
Our platform supports transactional email options and gives you the ability to include promotional messages within the body of transactional emails. To achieve this you first need to learn how to use SMTP to send your transactional emails to your email list.