{"id":15055,"date":"2025-08-20T15:54:43","date_gmt":"2025-08-20T15:54:43","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/email-transaccional-heroe-anonimo\/"},"modified":"2026-07-24T15:35:34","modified_gmt":"2026-07-24T15:35:34","slug":"email-transaccional-heroe-anonimo","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/es\/blog\/email\/email-transaccional-heroe-anonimo\/","title":{"rendered":"5 razones por las que los emails transaccionales son los h\u00e9roes an\u00f3nimos de la experiencia del cliente"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Some heroes have songs written about them. Folk heroes of the railroad like Casey Jones and John Henry get ballads. Princess Diana and Marilyn Monroe share an Elton John song. The world, however, is also full of those who fail to get the credit they deserve. We\u2019re here today to tell the true story of some unsung heroes.<\/p>\n\n<p class=\"wp-block-paragraph\">At Sinch Mailgun, it\u2019s <a href=\"https:\/\/www.mailgun.com\/es\/soluciones\/plataforma-correos-transaccionales\/\" target=\"_tabs\" rel=\"noopener noreferrer\">transactional emails<\/a> that put the wind beneath our wings. But we aren\u2019t the only fans of this type of communication. Below, review our survey&#8217;s findings to see how transactional emails enhance the customer experience.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-9509\"><p class=\"h5 m-0\" id=\"toc-title-9509\">Table of contents<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#this-is-transactional-email\">This is transactional email<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#anchor_5-reasons-to-sing-the-praises-of-transactional-emails\">5 reasons to sing the praises of transactional emails<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_1-transactional-emails-are-anticipated-personal-and-relevant\">1. Transactional emails are anticipated, personal, and relevant<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_2-transactional-messages-take-care-of-business\">2. Transactional messages take care of business<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_3-transactional-messages-keep-the-holidays-happy\">3. Transactional messages keep the holidays happy<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_4-transactional-messages-keep-your-users-safe-and-informed\">4. Transactional messages keep your users safe and informed<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_5-transactional-messages-are-important-enough-to-search-through-spam-and-find\">5. Transactional messages are important enough to search through spam and find<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#transactional-email-deliverability-in-2025\">Transactional email deliverability in 2025<\/a><a class=\"scrollme link-body-color\" href=\"#focus-on-email-authentication-for-transactional-emails\">Focus on email authentication for transactional emails<\/a><a class=\"scrollme link-body-color\" href=\"#get-more-help-with-new-sender-requirements\">Get more help with new sender requirements<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#supporting-the-customer-experience-through-the-inbox\">Supporting the customer experience through the inbox<\/a><\/div><\/div><\/nav>\n<p class=\"wp-block-paragraph\">Our new report, <a href=\"https:\/\/www.mailgun.com\/resources\/research\/email-customer-experience\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>Email and the customer experience<\/i><\/a>, includes a survey of more than 2,000 consumers from five countries. <b>74% of those consumers told us <a href=\"https:\/\/www.mailgun.com\/blog\/email\/what-is-transactional-email-basics\/\">they prefer email for transactional messages<\/a><\/b>.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                On which channels do you prefer to receive transactional messages from brands?<br>(Respondents selected all that applied)            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"100\" data-chart-color=\"#f89a93\" data-chart-values=\"[&quot;74&quot;,&quot;27.8&quot;,&quot;15.2&quot;,&quot;11.7&quot;,&quot;8.5&quot;,&quot;4.2&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Email inbox&quot;,&quot;Text messaging&quot;,&quot;In-app notifications&quot;,&quot;Mobile messaging apps ( Messenger, WhatsApp, Instagram, etc.)&quot;,&quot;Direct mail&quot;,&quot;Phone\\\/Voicemail&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> It\u2019s worth noting that 27.8% of consumers are also open to text messaging. <a href='https:\/\/www.sinch.com\/blog\/transactional-sms\/'>Transactional SMS<\/a> is an excellent way to communicate time-sensitive information. But today our focus is on the benefits of customer communication in the email inbox.<\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">This is transactional email<\/h2>\n\n<p class=\"wp-block-paragraph\">The late writer David Foster Wallace gave a famous commencement address known as \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=OsAd4HGJS4o\" target=\"_tabs\" rel=\"noopener noreferrer\">This is Water<\/a>.\u201d In it, he tells a parable about two young fish swimming through the ocean. They pass an older fish who greets them.<\/p>\n\n<p class=\"wp-block-paragraph\">\u201c<i>Morning, boys. How\u2019s the water?<\/i>\u201d he asks. The two young fish just swim along for a little while until one finally turns to the other and says, \u201c<i>What the hell is water?<\/i>\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">Now, that metaphor might be too deep to use for something like email, and Wallace would probably hate us for making this comparison. But the point is, sometimes we don\u2019t notice or appreciate the things that surround us every day. Transactional emails may seem like a given; that\u2019s why it&#8217;s important to dive into their benefits and how they are perceived by customers.<\/p>\n\n<p class=\"wp-block-paragraph\">Even though consumers know the inbox is an ideal place to receive transactional messages, they don\u2019t exactly have a huge appreciation for those kinds of emails.<\/p>\n\n<p class=\"wp-block-paragraph\">When our survey asked people what they value most about email content from brands, <b>only 23.3% selected Transactional information<\/b>. Consumers were more likely to say they get value from exclusive deals, contests, and personalized recommendations. As they say, consumers gonna consume.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                What do you value most in the content of emails from brands?<br>(Respondents selected up to three)            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"100\" data-chart-color=\"#f89a93\" data-chart-values=\"[&quot;62.8&quot;,&quot;25.5&quot;,&quot;23.7&quot;,&quot;23.3&quot;,&quot;19.5&quot;,&quot;13.9&quot;,&quot;11.0&quot;,&quot;9.4&quot;,&quot;9.2&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Exclusive deals and offers&quot;,&quot;Contests\\\/giveaways&quot;,&quot;Personalized recommendations&quot;,&quot;Transactional information&quot;,&quot;Helpful product instructions&quot;,&quot;Newsletter content\\\/articles&quot;,&quot;Chance to provide my opinion(review,rating,etc.)&quot;,&quot;Entertainment value&quot;,&quot;Design of the email&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">62.8% of our survey takers told us they value deals more than transactional information. We think this is a case of <i>you don\u2019t know what you\u2019ve got \u2018til it\u2019s gone.<\/i> Ask yourself this \u2013 what would put a greater strain on your customer support resources, removing deals? Or removing transactional messaging like shipping confirmations and package tracking?<\/p>\n\n<p class=\"wp-block-paragraph\"><b>When it comes to a rock-solid customer experience, you can\u2019t make it happen without transactional emails.<\/b> In fact, they just might be the most valuable thing hitting consumers\u2019 inboxes. We need them <i>almost<\/i> like we need water.<\/p>\n\n<h2 class=\"wp-block-heading\">5 reasons to sing the praises of transactional emails<\/h2>\n\n<p class=\"wp-block-paragraph\">There are key differences between <a href=\"https:\/\/www.mailgun.com\/es\/blog\/deliverability\/transactional-emails-marketing-emails-rep-battle\/\" target=\"_blank\" rel=\"noreferrer noopener\">promotional and transactional emails<\/a>. Transactional emails are sent individually at specific times for defined purposes. While focused on action, they can also help reinforce your brand identity through consistent design and subtle promotional elements.<\/p>\n\n<p class=\"wp-block-paragraph\">Under <a href=\"https:\/\/www.mailgun.com\/blog\/email\/gdpr-is-coming\/\" target=\"_tabs\" rel=\"noopener noreferrer\">privacy laws like GDPR<\/a>, you also don\u2019t need explicit consent to send transactional emails as long as the recipient shows \u201clegitimate interest\u201d in getting the message. People expect to receive these emails because they did something to trigger it, such as requesting a password reset, making a reservation, or placing an order.<\/p>\n\n<p class=\"wp-block-paragraph\">That brings us to the first reason why transactional emails are an irreplaceable part of the customer experience:<\/p>\n\n<h3 class=\"wp-block-heading\">1. Transactional emails are anticipated, personal, and relevant<\/h3>\n\n<p class=\"wp-block-paragraph\">Back in the late \u201890s, Seth Godin got himself kicked out of the Direct Marketing Association for suggesting there was a new way for brands to communicate with consumers. He wrote about it in the book <a href=\"https:\/\/www.amazon.com\/Permission-Marketing-Turning-Strangers-Customers\/dp\/0684856360\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>Permission Marketing<\/i><\/a>, which states that <b>the best approach is to<\/b> <b>let people opt-in and then send messages that are anticipated, personal, and relevant.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">Transactional emails check all three of those boxes:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>They are <b>anticipated <\/b>because people expect to receive them (almost immediately, in fact).<\/li>\n\n\n\n<li>They are <b>personal<\/b> because they are meant for an individual and contain details that are unique to the recipient.<\/li>\n\n\n\n<li>They are <b>relevant<\/b> because the information inside of a transactional email is often time-sensitive and connected to something the recipient is trying to achieve.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Transactional emails, triggered by specific user actions, achieve higher open and engagement rates than most marketing emails because recipients actively anticipate them. Additionally, these messages are rarely marked as spam, contributing to their superior deliverability and customer trust.<\/p>\n\n<p class=\"wp-block-paragraph\">Transactional emails don\u2019t have to be cold and unfeeling either. They are another opportunity to show people your brand is human. Here\u2019s an example of a B2C email that lightens the customer experience around password recovery by making it feel friendly and more personal.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4332\" width=\"680\" height=\"835\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/reset-your-password-with-outdoorsy.png\" alt=\"Password reset email from Outdoorsy\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/reset-your-password-with-outdoorsy.png 680w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/reset-your-password-with-outdoorsy-244x300.png 244w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">By the way, after Seth Godin laid the groundwork for ethical email marketing, folks at the Direct Marketing Association changed their minds about kicking him out. They put him in their <a href=\"https:\/\/seths.blog\/2013\/10\/your-hall-of-fame\/\" target=\"_tabs\" rel=\"noopener noreferrer\">hall of fame in 2013<\/a>.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-1166e632545b0d0278e25aa4321b77ff\">\r\n            Here&#8217;s what he told <a href = \"https:\/\/www.nbforum.com\/nbreport\/the-brief-history-of-seth-godin\/\">Nordic Business Report<\/a>: <br>I\u2019m not responsible for all the email you get in your inbox, but the email you want to get; I\u2019ll take a little bit of credit for that.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-1166e632545b0d0278e25aa4321b77ff\">\r\n                        Seth Godin                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Author<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">2. Transactional messages take care of business<\/h3>\n\n<p class=\"wp-block-paragraph\">Transactional emails provide timely updates on orders, shipments, and account activity, building trust and confidence in your brand while keeping your business running smoothly and efficiently.<\/p>\n\n<p class=\"wp-block-paragraph\">Transactional emails provide valuable benefits by delivering timely, relevant information with high open rates; building customer trust; and offering opportunities for brand engagement and cross-selling. Let\u2019s take a closer look at some of the most <a href=\"https:\/\/www.mailgun.com\/blog\/email\/what-is-transactional-email-basics\/#chapter-4\" target=\"_blank\" rel=\"noreferrer noopener\">common transactional email types<\/a> that enhance the experience for both businesses and consumers:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>Password reset emails<\/b> ensure SaaS users or customers with accounts on your website can continue logging in. It serves them by making it easy to log in and control account security, and ensures people keep using <i>your <\/i>platform.<\/li>\n\n\n\n<li><b>Order confirmation emails<\/b> serve as digital receipts, verifying transactions and building customer trust. They can also suggest complementary products or offer discounts to encourage future purchases.<\/li>\n\n\n\n<li><b>Shipping update emails<\/b> keep people from calling customer service to ask when an order is arriving. They provide peace of mind while reducing questions and complaints.<\/li>\n\n\n\n<li><b>Double opt-in emails<\/b> confirm an individual\u2019s intent to subscribe to your marketing emails. This keeps your contact list clean and keeps people from getting emails they don\u2019t want.<\/li>\n\n\n\n<li><b>Important reminder emails<\/b> keep people on track, so they show up on time for things like doctors&#8217; appointments and flight reservations.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Keep in mind, transactional emails don\u2019t have to be boring just because they are fulfilling a specific function. While many of them are nothing but plain text, you can enhance the customer experience with branded transactional messages. Here\u2019s an example from a health and wellness company:<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4333\" width=\"680\" height=\"1844\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/your-everlywell-order-has-been-delivered.png\" alt=\"Shipping update email with design and branding\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/your-everlywell-order-has-been-delivered.png 680w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/your-everlywell-order-has-been-delivered-111x300.png 111w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/your-everlywell-order-has-been-delivered-378x1024.png 378w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/your-everlywell-order-has-been-delivered-566x1536.png 566w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Transactional emails don\u2019t scream for your attention, but they serve important purposes that get taken for granted. Since most transactional messages are triggered and automated, it\u2019s easy to forget that they&#8217;re working hard for your organization in the background.<\/p>\n\n<h3 class=\"wp-block-heading\">3. Transactional messages keep the holidays happy<\/h3>\n\n<p class=\"wp-block-paragraph\">A big benefit of email is the way it helps consumers stay organized. Unlike other messaging channels, you can use tabs and folders in your email inbox to sort and file brand communications. The holidays are a time when keeping track of transactions is extra important.<\/p>\n\n<p class=\"wp-block-paragraph\">During the busy holiday shopping season, ecommerce goes into high gear and transactional emails are flying into inboxes everywhere. With all those gift purchases, travel plans, events to attend, returns and exchanges, <a href=\"https:\/\/www.mailgun.com\/blog\/email\/supply-chain-email-communication\/\" target=\"_tabs\" rel=\"noopener noreferrer\">transactional emails are an absolute necessity<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">When we asked people to rate the importance of transactional messages over the holiday shopping season, <b>more than 80% called those messages either somewhat or very important.<\/b><\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                During the holiday shopping season, how important are transactional messages such as order confirmations and shipping updates?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;42.3&quot;,&quot;38.1&quot;,&quot;12.8&quot;,&quot;6.8&quot;]\" data-chart-colors=\"[&quot;#ee5757&quot;,&quot;#f89a93&quot;,&quot;#3a76ca&quot;,&quot;#a3beed&quot;]\" data-chart-titles=\"[&quot;Very important&quot;,&quot;Somewhat important&quot;,&quot;Not very important&quot;,&quot;Not important at all&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #ee5757\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>42.3%<\/span> Very important            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #f89a93\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>38.1%<\/span> Somewhat important            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3a76ca\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>12.8%<\/span> Not very important            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #a3beed\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>6.8%<\/span> Not important at all            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Find out more about how to deliver customer satisfaction with transactional email during major consumer events like <a href=\"\/blog\/deliverability\/customer-satisfaction-with-email-black-friday\/\">Black Friday and Cyber Monday<\/a>.<\/div>\r\n    <\/div>\r\n\n<h3 class=\"wp-block-heading\">4. Transactional messages keep your users safe and informed<\/h3>\n\n<p class=\"wp-block-paragraph\">There is important information, and then there is IMPORTANT information. Sometimes a transactional email can alert your customers to danger. These messages are common in the <a href=\"https:\/\/www.mailgun.com\/es\/industrias\/fintech-tecnofinanzas\/\" target=\"_tabs\" rel=\"noopener noreferrer\">financial services sector<\/a>, where money is on the line.<\/p>\n\n<p class=\"wp-block-paragraph\">Fraud alerts from a financial institution, for example, let consumers know when a transaction has taken place that they potentially <i>did not<\/i> make. These emails can stop a sticky situation from getting worse.<\/p>\n\n<p class=\"wp-block-paragraph\">Software as a Service (SaaS) brands also use this kind of email notification for security purposes. When something unexpected happens with a user\u2019s account, a message is sent to notify them of potentially suspicious activity.<\/p>\n\n<p class=\"wp-block-paragraph\">Here\u2019s an example of an account access notification email from Coinbase, a cryptocurrency company that takes security seriously:<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4340\" width=\"680\" height=\"916\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/new-device-confirmation.png\" alt=\"New device access email from Coinbase\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/new-device-confirmation.png 680w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/new-device-confirmation-223x300.png 223w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">It\u2019s easy to understand why this type of transactional message could save the day \u2013 just like a real-life hero.<\/p>\n\n<h3 class=\"wp-block-heading\">5. Transactional messages are important enough to search through spam and find<\/h3>\n\n<p class=\"wp-block-paragraph\">Here\u2019s another sure sign that transactional emails matter: <b>People will sift through their junk emails when transactional messages go missing.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">Our exclusive report, <a href=\"https:\/\/www.mailgun.com\/resources\/research\/email-customer-experience\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>Email and the customer experience<\/i><\/a>, found that <b>71% of consumers would look for a missing transactional email in their spam folder<\/b>, and another 16% would do so if the missing message was important.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                If a transactional message such as a password reset, registration email, or order confirmation failed to show up in your inbox, would you look for it in your spam\/junk folder?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;71&quot;,&quot;13&quot;,&quot;16&quot;]\" data-chart-colors=\"[&quot;#f99a94&quot;,&quot;#d13d42&quot;,&quot;#71282d&quot;]\" data-chart-titles=\"[&quot;Yes&quot;,&quot;No&quot;,&quot;Only if it was important&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #f99a94\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>71%<\/span> Yes            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #d13d42\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>13%<\/span> No            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #71282d\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>16%<\/span> Only if it was important            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Whatever you do, <b>do not assume this survey result means there\u2019s no need to worry about transactional email deliverability<\/b>. Quite the opposite. Our study also found many consumers react negatively when emails regularly land in spam. They get annoyed, lose trust, and unsubscribe.<\/p>\n\n<h2 class=\"wp-block-heading\">Transactional email deliverability in 2025<\/h2>\n\n<p class=\"wp-block-paragraph\">Because transactional messages are so vital to brand communications and a seamless customer experience, you need to do everything you can to make sure these emails reach the inbox.<\/p>\n\n<p class=\"wp-block-paragraph\">In 2025, deliverability is getting interesting to say the least. That\u2019s because <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/gmail-and-yahoo-inbox-updates-2024\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Gmail and Yahoo announced new sender guidelines<\/a> last year, with <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/microsoft-sender-requirements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Microsoft quickly following<\/a>. The new requirements include a one-click unsubscribe in the email header, a specific threshold for user-reported spam complaints, and stronger email authentication.<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_04ce453cf4108ed5532b35b5d6ea8b67\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                On-demand webinar            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_04ce453cf4108ed5532b35b5d6ea8b67\">\r\n                Are you prepared for Google and Yahoo&#x27;s new sender requirements?            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">View our fireside chat with Marcel Becker, Senior Director of Product at Yahoo, Anu Yamunan, Director of Product for Anti-Abuse &amp; Safety at Google, and Kate Nowrouzi, Vice President of Deliverability at Sinch Mailgun, as we explore the new requirements for bulk email senders.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/sinch.registration.goldcast.io\/events\/8658af11-5b57-47c2-a1a5-a6a5bffd8a07\"  class=\"btn btn-secondary\" >View Recording<\/a><\/div>\r\n    <\/aside>\r\n\r\n\n<p class=\"wp-block-paragraph\">We already know that it\u2019s unlikely recipients would mark a legitimate transactional email as spam. Representatives from Google, Yahoo, and Microsoft have said transactional emails don\u2019t need <a href=\"https:\/\/www.mailgun.com\/es\/blog\/deliverability\/que-es-el-rfc-8058\/\" target=\"_tabs\" rel=\"noopener noreferrer\">one-click unsubscribe<\/a>. But you should send clear signals about what is transactional and what is commercial email.<\/p>\n\n<p class=\"wp-block-paragraph\">Perhaps the most effective way to do that is separating transactional and promotional emails so they are <a href=\"https:\/\/www.mailgun.com\/es\/blog\/email\/los-conceptos-basicos-de-los-subdominios-de-email\/\" target=\"_tabs\" rel=\"noopener noreferrer\">sent from different subdomains<\/a> or IP addresses. When commercial email traffic comes from one domain while transactional messages come from another, there\u2019s no question about what\u2019s what.<\/p>\n\n<p class=\"wp-block-paragraph\">Separate subdomains also mean separate <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/domain-ip-reputation-gmail-care-more-about\/\" target=\"_tabs\" rel=\"noopener noreferrer\">domain reputations<\/a>, which protects transactional emails from being filtered into spam. But you also don\u2019t want your transactional emails to contain a bunch of promotional messaging. That just might prompt customers to mark those emails as spam too.<\/p>\n\n<h3 class=\"wp-block-heading\">Focus on email authentication for transactional emails<\/h3>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/gmail-and-yahoo-inbox-updates-2024\/\" target=\"_tabs\" rel=\"noopener noreferrer\">The new requirement from Gmail, Yahoo<\/a> <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/microsoft-sender-requirements\/\">and Microsoft<\/a> that <i>will<\/i> impact transactional email involves <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/email-authentication-your-id-card-sending\/\" target=\"_tabs\" rel=\"noopener noreferrer\">implementation of authentication protocols<\/a>. Mailbox providers use these protocols to verify the identity of the sender and stop bad actors from reaching the inbox. This helps prevent spam as well as phishing attacks like <a href=\"https:\/\/www.mailgun.com\/es\/resources\/learn\/glossary\/email-spoofing\/\" target=\"_tabs\" rel=\"noopener noreferrer\">email spoofing<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">Starting last year, every sender is required to have authentication in place if they expect to reach the inboxes of Gmail, Yahoo, and Microsoft users. If you are a bulk sender, you need to be using all three methods which are:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Sender Policy Framework (<a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/spf-records-basics\/\" target=\"_tabs\" rel=\"noopener noreferrer\">SPF<\/a>)<\/li>\n\n\n\n<li>Domain Keys Identified Mail (<a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/understanding-dkim-how-it-works\/\" target=\"_tabs\" rel=\"noopener noreferrer\">DKIM<\/a>)<\/li>\n\n\n\n<li>Domain-based Message Authentication, Reporting and Conformance (<a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/implement-dmarc\/\" target=\"_tabs\" rel=\"noopener noreferrer\">DMARC<\/a>)<\/li>\n<\/ul>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4349\" width=\"1296\" height=\"808\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-Developer-Inbox-01-3.png\" alt=\"Illustration showing an inbox being filtered by SPF, DKIM, and DMARC.\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">If you\u2019re a <a href=\"https:\/\/www.mailgun.com\/es\/productos\/send\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Mailgun Send<\/a> user, you\u2019ll already be using both SPF and DKIM (we require it). DMARC, however, is the most effective method for stopping spoofing, and it\u2019s really what Gmail, Yahoo, and Microsoft want more senders to begin adopting.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> <p>DMARC is an email specification that checks for SPF and DKIM alignment, providing receiving mail servers with information on how to handle authentication failures. For now, a policy of p=none is acceptable, but a requirement for stricter enforcement is likely in the future.<\/p><\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\"><b>Authenticating transactional emails is extremely important.<\/b> <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/inside-the-seedy-underworld-of-spammers-and-phishers\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Phishing scams<\/a> often try to mimic those types of messages to get consumers to visit fake landing pages. That\u2019s where your customers may be prompted to enter sensitive personal information that could lead to identity theft. <\/p>\n\n<h3 class=\"wp-block-heading\">Get more help with new sender requirements<\/h3>\n\n<p class=\"wp-block-paragraph\">If you have questions about meeting the new bulk sender guidelines from Gmail, Yahoo, and Microsoft, Sinch Mailgun has answers. <a href=\"https:\/\/try.mailgun.com\/googleyahooupdates\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Check out our comprehensive resource page<\/a>. There you\u2019ll find:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Links to a podcast and webinar with representatives from Google and Yahoo.<\/li>\n\n\n\n<li>A guide to email authentication.<\/li>\n\n\n\n<li>An email sender checklist based on the new requirements.<\/li>\n\n\n\n<li>A collection of helpful articles from the Sinch Mailgun blog.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Ready to get serious about email deliverability? We built <a href=\"https:\/\/www.mailgun.com\/es\/productos\/optimiza\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Mailgun Optimize<\/a> as a complete deliverability suite to help you improve inbox placement. That includes an <a href=\"https:\/\/www.mailgun.com\/blog\/product\/integration-with-google-postmaster-tools\/\" target=\"_tabs\" rel=\"noopener noreferrer\">integration with Google Postmaster Tools<\/a> so you can monitor your reputation with Gmail. Plus, use <a href=\"https:\/\/www.mailgun.com\/es\/funciones\/inbox-placement-emails\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Inbox Placement Testing<\/a> to be sure your email authentication protocols are working as expected (and find out where your B2C emails are likely to land).<\/p>\n\n<h2 class=\"wp-block-heading\">Supporting the customer experience through the inbox<\/h2>\n\n<p class=\"wp-block-paragraph\">An ideal customer experience is built on strong communication and meaningful interactions. Some of the most important things you\u2019ll ever need to communicate with your customers are in transactional emails. But there are many other ways to deliver a stellar experience to the inbox.<\/p>\n\n<p class=\"wp-block-paragraph\">Explore additional survey results and get actionable advice for your email program when you download the full report, <i>Email and the customer experience<\/i>. You\u2019ll find out more about how consumers use email in their everyday lives as well as what prompts them to opt-in, open emails, and engage with what you send.<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_1f7521ee9353745351fb7d3399e2b885\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                How to deliver what consumers want            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_1f7521ee9353745351fb7d3399e2b885\">\r\n                Email and the customer experience            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">The inbox is a cornerstone of customer communications, but it\u2019s not easy to get people to open and click your emails. Find out what consumers have to say about how they prefer to hear from brands. Discover the results of a global survey and give them what they want. Download your copy now. No form filling required.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/es\/wp-content\/uploads\/2025\/10\/RR-MG-Customer-Experience.pdf\"  class=\"btn btn-secondary\" >Get The Full Report<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Some heroes have songs written about them. Folk heroes of the railroad like Casey Jones and John Henry get ballads. Princess Diana and Marilyn Monroe share an Elton John song. The world, however, is also full of those who fail to get the credit they deserve. We\u2019re here today to tell the true story of [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":4074,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-15055","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ventajas del email transaccional para el \u00e9xito de la CX - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Descubre las principales ventajas de los emails transaccionales y c\u00f3mo mejoran la experiencia del cliente. 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