Transactional emails are usually triggered based on a customer’s action. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails, and email receipts. The primary purpose of a transactional email is to convey information regarding the action that triggered it. However, due to their high open rates, transactional emails are an opportunity to engage customers: to introduce or extend the email relationship with your customers or subscribers, to anticipate and answer questions, or to cross-sell or up-sell products or services.
