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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Transactional Email

A transactional email is an automated, one-to-one message triggered by a user action or account event — such as an order confirmation, shipping notice, or password reset.

Also known as: triggered transactional message, system email

Transactional emails are the practical, expected messages that keep commerce running: receipts, confirmations, shipping updates, password resets. Because people actively want them, they earn exceptionally high open rates.

How is transactional email different from marketing email?

Marketing emails promote; transactional emails inform. Transactional messages are triggered by a specific action and relate to a transaction the recipient initiated, so they're treated differently under laws like CAN-SPAM and GDPR.

Examples of transactional emails

Order confirmations, shipping and delivery notifications, receipts, password resets, and account alerts are all transactional.

Why optimize transactional emails?

Their high open rates make them prime real estate. Adding tasteful, relevant recommendations or brand touches (without turning them into ads) can boost engagement and loyalty.

Related terms

Drip Campaign Abandoned Cart Email Email Automation Autoresponder Welcome Email

Related reading from Drip

10 of the Best Order Confirmation Emails to Inspire Your Own Post-Purchase Emails: What You Need to Know

Frequently asked questions

What is a transactional email?
A transactional email is an automated, one-to-one message triggered by a user action or account event, such as an order confirmation, shipping update, receipt, or password reset. It relates to a transaction the recipient initiated.
What's the difference between transactional and marketing emails?
Marketing emails promote products or offers, while transactional emails deliver information tied to a specific action the recipient took. They're triggered individually and are treated differently under laws like CAN-SPAM and GDPR.
What are examples of transactional emails?
Order confirmations, shipping and delivery notifications, receipts, password resets, and account or security alerts are all transactional emails.
Can I include marketing in a transactional email?
You can add tasteful, relevant elements like product recommendations, but the primary purpose must stay transactional. Overloading these emails with promotion can violate email regulations and undermine the trust that gives them such high open rates.
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