Transactional Email Best Practices To Boost Engagement and Deliverability

Transactional emails are tricky: they represent a special type of business communications, however some may muddle them up with marketing communication. On average, recipients open such messages roughly 40-50% of the time. Does this mean that half of these messages, which are all supposed to be mission-critical, may in fact be safely ignored? And what should we do to use transactional emails the proper way?

Keep reading further, and we will showcase transactional emails’ best practices to boost customer engagement and make your messages stand out.

What are Transactional Emails?

Transactional emails are automated messages dispatched when a user triggers a specific action on the site or app. Whether you confirm a purchase, need to reset the password, or verify a new account, these messages arrive in real time to deliver essential, event-driven information right when it’s needed.

Unlike promotional campaigns, these emails cut straight to the point. They’re all about building trust, keeping users in the loop, and strengthening that ongoing relationship. Because they address a functional purpose rather than push a sale, such notifications generally do not trigger anti-spam filters and are seen as a necessary part of the user’s experience.

A few typical transactional emails you might come across are:

• Account setup and activation notices
• Welcome and onboarding instructions
• Invitations and share notifications
• Security warnings and account alerts
• Purchase confirmations and shipping updates
• Important legal or compliance updates

A carefully crafted transactional email strategy is an indispensable element of a successful business model and should differ from a regular promotional approach.

Source: Mailercloud

The Key Role of Transactional Emails in Business

After leads take a certain action on the website (e.g., sign up for the newsletter or reset their password), they expect to see a corresponding email. The messages should arrive swiftly and offer reassurance that everything is going smoothly. Accurate and timely transactional emails not only preserve your company’s good name but also assure customers that they’re dealing with professionals. 

Moreover, there are other essential features of transactional emails that are beneficial for businesses:

• Cultivate and strengthen your connections with clients: Immediate confirmation that the company is both transparent and dependable is a quality that customers value more and more these days.
• Customer retention: Users who feel informed and valued will likely stay engaged with your product or service.
• Reduced support load: Clear, self-explanatory transactional messages can prevent unnecessary customer support queries.
• Help to upsell: Such an email is a chance to promote relevant offers or discount options to keep customers engaged with the company.

Besides trust and engagement, transactional emails help businesses meet legal standards like those set by the CAN-SPAM Act.

What Distinguishes a Transactional Email from a Marketing One?

Despite many similarities, the two types are different in both purpose and expectations. The table below outlines the most notable differences between transactional and marketing emails.

	Marketing email	Transactional email
Purpose	Promotion, customer retention, brand visibility	Direct communication with a client on a specific action
Inboxing method	Planned and crafted, often includes extensive information, graphics, and links	Triggered by a customer action (e.g., order placement)
Receivers	A group of existing or potential customers	A single, specific recipient
Permission	Requires explicit consent from the addressee to receive marketing emails	Requires no explicit consent
Unsubscribe from list	Unsubscribe option to be included in all letters	Not compulsory
Dispatch options	Sent using marketing email tools	Sent using CRM or CMS integration

Below is an example of what both types may look like, showing the apparent visual differences between the two. The informational nature of transactional emails calls for a clean and straightforward design, while marketing messages usually leverage more flashy layouts.

Source: Infobip

Transactional Emails Best Practices

The brand must follow industry best practices to guarantee that customers read transactional emails and that they do not end up in the spam folder.

Clear and Concise Subject Lines

The subject line is the first thing a customer sees. It should clearly reflect the email's purpose. Avoid using vague or overly promotional terms. Also, keep it short, up to 50 characters.

Keep a professional tone, without catchy marketing phrases. Use simple and direct words so the receiver will immediately understand the purpose of the message. Below are a few examples:

• Order confirmation: Your order #123 has been confirmed
• Transaction confirmation: Thank you for shopping at ABC. Here's your receipt

Personalization

A personal touch improves the impact of a transactional email. According to McKinsey's personalization report, a brand that uses personalized communications will drive 40% more revenue. However, it is not just limited to the recipient's name. It's better to highlight some specifics, such as their shopping preferences or recent experience with the brand. This strategy transforms the automated message into something more live and related to the conversation.

Timely Delivery

Transactional emails should arrive right after an action is taken. For instance, if a user requests a password reset, any delay could result in confusion or mistrust. Likewise, promptly sending order confirmations reassures customers that their transaction was successful.

Mobile-Friendly Design

Modern customers are mostly on the go and require access to important information on any device, not just a laptop or computer. Consequently, the creation of a mobile-friendly email is imperative. In 2024, up to 60% of all emails are viewed on mobile. The adjusted message should meet the following criteria:

• Fits any available screen size
• The content is clear and simple to grasp
• Includes links or buttons that work

If the above is available, it will be easier for a client to access the necessary information at any time, which is especially relevant for transactional emails.

Consistent Branding

A transactional email does not have to be boring. All the brand features you use in the newsletters or other promotional materials should be there, too. Transactional emails should align with your brand's visual identity, including logo, color palette, font choices, and voice. Consistency will help you gain recognition and trust.

Include a Clear Call-to-Action

Despite their informational nature, transactional emails may and should include calls-to-action (CTAs). Indeed, they should be placed appropriately and guide users further. For example, provide a link to the order tracking page in a shipping confirmation email. In a password reset email, the CTA button should direct them to the reset form. Test the ideas through A/B testing to see which version can impact customers to take action.

Source: Paved

Ensure Accuracy and Clarity

Verify all the customer information you submit, including amounts, dates, links, and order numbers. Broken links or typos can cause inconvenience and damage trust. A good practice is to test templates thoroughly before deploying them. Preview how the message will look on different platforms (Gmail, Outlook) and devices (Android, iPhone). Double-check the HTML code for errors.

Easy-to-Read Layout

Use whitespace, bullet points, and short paragraphs to enhance visibility. Dense blocks of text can be off-putting, while a well-structured layout highlights important information that would otherwise be easy to skim. The most critical information, like order totals or deadlines, should be emphasized or used as icons to draw attention.

Give Users the Option to Control Their Email Preferences

Transactional emails require no prior consent to be sent out. However, it is a good idea to give an addressee the ability to manage incoming mail and control the frequency. For instance, consistent reminders of subscription expiration may annoy some customers. They would be grateful for an unsubscribe option to stop receiving such information. Having this choice will make their inbox clutter-free and reduce the chances of marking your brand's letters as spam.

Use a Clear and Familiar Email Address

Before sending an email,think of a clear "from" address. Here are some examples:

• account@yourdomain.com
• billing@yourdomain.com
• alerts@yourotherdomain.com

Dedicated domains and IP addresses will help you isolate any deliverability issues for each type of communication. 

Use preheader text, which is a short sentence that appears in the inbox underneath the subject line, to help readers understand what the email is about. Directly address the who, why, and essence of the email.

Implement Email Authentication and Security Measures

In 2024, Google and Yahoo have implemented new regulations related to authentication. DNS records for  SPF, DKIM, and DMARC are now required, not just favored, by major mailbox providers. Use email authentication to improve deliverability and protect your domain reputation.

Monitor and Optimize Performance

The importance of tracking metrics like open rates, click-through rates, bounce rates, and complaint rates is undeniable. They are key factors that showcase emails’ performance. Since transactional emails still have a chance to land in the spam folder, it is crucial to get the right email platform for real time status updates and analytics. As for dodging the spam folder, here are a few things to avoid:

• WRITING IN ALL CAPS
• Sending emails that consist solely of images
• Sending files as attachments instead of links

Remember, the lower your spam rate, the better.

Choose a Trusted Email Service Provider

Working with a reliable provider ensures sustained deliverability, comprehensive analytics, and robust integration with other tools. It eliminates the need to maintain your own infrastructure and lets the brand focus on business tasks.

The above transactional email best practices are hand picked ideas that will help to improve the overall email campaign. Now, let's move on to see the actionable examples.

Top Examples of Transactional Emails

Below, we will highlight some of the transactional emails and what makes them distinct.

Order Confirmation Emails

The name speaks for itself: the customer gets this email after the purchase to verify all the information. The purpose of such notification is to let clients know their order has been received and is being processed. The confirmation email should contain the following information:

• Order details
• Purchase amount
• Expected delivery time

To make it exceptional:

• Send it immediately after the purchase
• Keep up with the brand's tone of voice, images and designs
• Try to make an upsell only if relevant

Source: Dribbble

Shipping Notifications

This email takes a special place in the client's heart as it informs them that their package has been dispatched and is on its way. It also has a high chance of engagement with the customer. This opportunity should be used for marketing purposes. For example, if a person just bought something, suggest a discount to get a gift for their loved ones.

Apart from that, these are must-have options in shipping notifications:

• The estimated delivery date
• A tracking link or code
• Support options if there's a problem with delivery

Password Reset Emails

Unfortunate things like forgetting a password may happen to anyone. This is the right time for the transactional email to appear. Create options for users to get their accounts back quickly and securely. Be sure to support them with:

• A direct link and clear instructions to reset the password
• A clear expiration timeframe for the reset link
• A customer support channel if they face issues

Welcome Emails

E-meet and greet new users, confirm their account setup, and guide them on how to get started. This type of transactional email can help to highlight the most important features of the company. It's also an opportunity to include helpful resources or a tutorial link. Alternatively, add a customer support contact and encourage further engagement.

Email Verifications

Verify the user's email address to ensure the account is legitimate and secure. Keep it simple and to the point. Provide a one-click verification link to emphasize security and trustworthiness. 

Source: Really Good Emails

How Can UniOne Assist in Establishing Transactional Email Best Practices?

Now that you have an overall idea about transactional emails' best practices, it is time to choose a reliable partner to help you get everything together and take off some work. If your brand wishes to uplevel the transactional messages, look no further than UniOne. With UniOne's platform, you get:

• Powerful APIs: Email APIs provide delivery tracking options and easy integration with the app or website. They let you send transactional emails programmatically, ensuring timely delivery triggered by specific user actions.
• All types of transactional emails: Whether you want to greet new customers, send invoices and receipts, or help with password recovery, UniOne can support any transactional email. 
• Meets the demand for volume: If you are a small enterprise looking to grow and advance email efforts, there's plenty of space to do it. Company's robust infrastructure allows it to send out up to 60 million emails per hour.
• Excellent deliverability: The company consistently provides a 98% average deliverability rate, so be sure the critical communication reaches the recipient.
• Business versatility: UniOne provides solutions for different types of businesses, including SaaS, FinTech, Insurance Agents, and developers. It integrates well with CMS, such as WordPress, and other types of client software through ready-made libraries and modules.
• Budget friendly: Get the best opportunities even on a low budget. UniOne provides a free 4-month plan with an option to send 6,000 emails monthly.
• Responsive support: The team is ready to assist you anytime and walk you through all the processes. Just let them know if you wish to see any information, change the plan, or look for tailored options.

UniOne's superior infrastructure and thorough grasp of email deliverability allow it to stand out in the market and back up clients worldwide. All you need to do is drop us a message and see which options best suit your brand.

Сonclusion

Transactional emails are essential assets and should be taken seriously. Their possibilities in improving email marketing are huge as they have one of the best open and click-through rates. They open up a way to improve customer connections and increase loyalty. Applying the above transactional email best practices enhances your company's expertise and dependability.  Customers who are satisfied with a company are more likely to return. 

Choosing a dependable source like UniOne can improve your capacity to adhere to these practices at scale. The whole toolbox of the latest technologies and the creative team behind it enables you to confidently create and send emails. Get yourself ready to start growing. Create an account and begin sending superior transactional emails.  

FAQ

What are common mistakes to avoid in transactional email design?

Packed layouts, obscure subject lines, and broken links are all common issues. Overstuffing with promotional content is another issue, it can trigger spam filters and affect trust. Always focus on clarity, make it easy for readers to find what they need, and ensure all links and images work correctly before sending.

What are the metrics to measure the success of transactional emails?

Open, click-through, bounce, and spam complaint rates are among the most important ones. If you have embedded CTAs, track conversions as well. Thorough analytics assist you in understanding what is working and where you should change your strategy.

How can personalization impact the effectiveness of transactional emails?

Personalization, such as the recipient's name, highlights of previous purchases, or custom messages based on their past interactions, makes emails feel more relevant and welcoming. This strategy may increase engagement, nurture brand loyalty, and develop a sense of trust and familiarity among your consumers.