Transactional email

A transactional email is a message sent in response to a user’s action or an account-related event, including password resets, order confirmations, shipping updates, or payment receipts. These messages are personalized, functional, and expected, making them distinct from marketing content. 

Under laws like CAN-SPAM and the GDPR, transactional emails are exempt from some requirements that apply to promotional email, like the inclusion of an unsubscribe mechanism. 

However, spam filtering is not based on legal classifications, but on sender reputation, data quality, and prior engagement. If transactional emails are sent to invalid addresses, have poor engagement, or generate spam complaints, they can and will be filtered just like any other message. 

Examples of transactional emails: 

• Welcome emails confirming an account signup 
• Order/shipping confirmations 
• Password resets and security alerts 
• Account balance updates or billing receipts 

When sending transactional emails, avoid including promotional content to maintain adherence to the legal requirements of transactional messaging. Authenticate your messages (SPF, DKIM, DMARC) and use a distinct IP or subdomain, if possible, to keep transactional traffic distinct from marketing sends. 

It is imperative that senders monitor the performance of transactional messages; delivery and engagement issues can still arise, and being legally compliant doesn’t guarantee inbox placement.