{"id":20082,"date":"2026-01-27T16:03:49","date_gmt":"2026-01-27T16:03:49","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/o-que-e-e-mail-transacional-basico\/"},"modified":"2026-09-15T10:56:19","modified_gmt":"2026-09-15T10:56:19","slug":"o-que-e-e-mail-transacional-basico","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/pt\/blog\/email\/o-que-e-e-mail-transacional-basico\/","title":{"rendered":"Como melhorar a entregabilidade de e-mail para e-mails transacionais"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Transactional emails are something that everyone with an email address has received at least once in their life. But not everyone understands what they are, how they\u2019re used, or how they should be structured within your email strategy. As an email service, we&#8217;d feel a little guilty if we didn&#8217;t devote some time to helping out those who might not know the basics.<\/p>\n\n<p class=\"wp-block-paragraph\">Let&#8217;s get right to it and address some common questions.<\/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-5335\"><p class=\"h5 m-0\" id=\"toc-title-5335\">\u00cdndice<\/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=\"#what-are-transactional-emails\">What are transactional emails?<\/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=\"#what-are-the-key-characteristics-of-transactional-emails\">What are the key characteristics of transactional emails?<\/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=\"#whats-the-difference-between-a-transactional-email-and-a-marketing-email\">What\u2019s the difference between a transactional email and a marketing email?<\/a><a class=\"scrollme link-body-color\" href=\"#how-inbox-providers-classify-transactional-vs-bulk\">How inbox providers classify transactional vs. bulk\u00a0<\/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=\"#what-are-some-transactional-email-best-practices-for-deliverability\">What are some transactional email best practices for deliverability?<\/a><a class=\"scrollme link-body-color\" href=\"#why-shouldnt-i-use-a-no-reply-address-in-a-transactional-email\">Why shouldn\u2019t I use a no-reply address in a transactional email?<\/a><a class=\"scrollme link-body-color\" href=\"#why-do-i-need-a-clear-subject-line-and-preheader-text\">Why do I need a clear subject line and preheader text?<\/a><a class=\"scrollme link-body-color\" href=\"#why-should-i-crosslink-to-my-social-media-channels-in-transactional-emails\">Why should I crosslink to my social media channels in transactional emails?<\/a><a class=\"scrollme link-body-color\" href=\"#why-is-it-important-to-let-my-customers-adjust-their-email-preferences\">Why is it important to let my customers adjust their email preferences?<\/a><a class=\"scrollme link-body-color\" href=\"#why-is-it-important-that-my-transactional-email-matches-my-brand\">Why is it important that my transactional email matches my brand?<\/a><a class=\"scrollme link-body-color\" href=\"#what-the-data-says\">What the data says\u00a0<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#anchor_12-transactional-emails-you-need-to-know\">12 transactional emails you need to know<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_1-password-reset-email\">1. Password reset email<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_2-abandoned-cart-emails\">2. Abandoned cart emails<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_3-welcome-emails\">3. Welcome emails<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_4-order-confirmation-emails\">4. Order confirmation emails<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_5-invoice-emails\">5. Invoice emails<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_6-payment-confirmation-emails\">6. Payment confirmation emails<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_7-shipping-notification-emails\">7. Shipping notification emails<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_8-account-creation-confirmation-emails\">8. Account creation confirmation emails<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_9-subscription-confirmation-emails\">9. Subscription confirmation emails<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_10-feedback-request-emails\">10. Feedback request emails<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_11-support-ticket-update-emails\">11. Support ticket update emails<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_12-user-invitation-emails\">12. User invitation emails<\/a><a class=\"scrollme link-body-color\" href=\"#more-transactional-use-cases\">More transactional use cases\u00a0<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">06<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#what-else-can-i-do-to-improve-the-deliverability-of-my-transactional-emails\">What else can I do to improve the deliverability of my transactional emails?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">07<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#how-can-mailgun-help-me-send-transactional-emails\">How can Mailgun help me send transactional emails?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">08<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#wrapping-up\">Wrapping up<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">09<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#faqs\">FAQs<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">What are transactional emails?<\/h2>\n\n<p class=\"wp-block-paragraph\">A transactional email is an automated, user-initiated message sent in response to a specific action. It delivers essential, non-promotional information to complete a process (e.g., account verification, order receipt, shipping update) and is expected by the recipient, making it vital for customer experience.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Common examples:<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li>order confirmations and receipts\u00a0<\/li>\n\n\n\n<li>password resets and security alerts\u00a0<\/li>\n\n\n\n<li>account creation\/verification and welcome emails\u00a0<\/li>\n\n\n\n<li>shipping notifications\u00a0<\/li>\n\n\n\n<li>abandoned cart reminders\u00a0<\/li>\n\n\n\n<li>subscription\u00a0confirmations.\u00a0<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">These are just a few of the different types of transactional emails, but the core of transactional messages is that they\u2019re action-triggered. They rely on email automation rather than being sent by a real person in real-time. <\/p>\n\n<h2 class=\"wp-block-heading\">What are the key characteristics of transactional emails?<\/h2>\n\n<p class=\"wp-block-paragraph\">Unlike promotional campaigns, which are designed to market and persuade, transactional emails exist to inform and support. Here are the core characteristics that make transactional emails unique:\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Triggered by user action<\/li>\n\n\n\n<li>Personalized to individual interactions\u00a0<\/li>\n\n\n\n<li>Informational rather than promotional\u00a0<\/li>\n\n\n\n<li>Functional in purpose (order confirmations, password resets, etc.)\u00a0<\/li>\n\n\n\n<li>Typically high open and click-through rates\u00a0<\/li>\n\n\n\n<li>Usually no unsubscribe link required\u00a0<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Recognizing these differences makes it easier to see where transactional emails fit alongside your marketing efforts, ensuring both types of messages serve their purpose effectively.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\">What\u2019s the difference between a transactional email and a marketing email?<\/h2>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/e-mails-transacionais-vs-e-mails-de-marketing\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Transactional emails are user-action-triggered, but traditional marketing emails aren\u2019t<\/a>. Some examples of marketing emails include:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Weekly newsletters<\/li>\n\n\n\n<li>Product update emails<\/li>\n\n\n\n<li>Promotional emails<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">These can be sent to a bunch of customers at once. But you wouldn\u2019t want to send one customer\u2019s receipt to your whole email list, would you?<\/p>\n\n<p class=\"wp-block-paragraph\">Email marketing campaigns have recently leaned into a more automated approach with different content drip strategies. Usually, these drip campaigns rely on a high amount of personalization to drive clicks.<\/p>\n\n<h3 class=\"wp-block-heading\">How inbox providers classify transactional vs. bulk\u00a0<\/h3>\n\n<p class=\"wp-block-paragraph\">Inbox providers\u00a0don\u2019t\u00a0rely on labels. They look at\u00a0<strong>how an email behaves<\/strong>. Even action-triggered messages can be treated as bulk if they resemble campaigns.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Key signals include:<\/strong>\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Distribution pattern:<\/strong>\u00a0Sending the same message to many recipients in\u00a0a short time\u00a0looks like bulk.\u00a0<\/li>\n\n\n\n<li><strong>Content intent:<\/strong>\u00a0Promotional copy or upsells can override a transactional trigger.\u00a0<\/li>\n\n\n\n<li><strong>User specificity:<\/strong>\u00a0Messages tied closely to an individual\u00a0user\u00a0action are more likely to be classified as transactional.\u00a0<\/li>\n\n\n\n<li><strong>Engagement signals:<\/strong>\u00a0Low engagement or spam complaints push messages toward bulk filtering.\u00a0<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><strong>Do:<\/strong>\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Keep transactional emails strictly focused on the user\u2019s\u00a0action.\u00a0<\/li>\n\n\n\n<li>Personalize with real, user-specific details (order number, reset link, ticket ID).\u00a0<\/li>\n\n\n\n<li>Separate transactional and marketing streams by domain or IP.\u00a0<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><strong>Don\u2019t:<\/strong>\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Add promotional content to transactional emails.\u00a0<\/li>\n\n\n\n<li>Send \u201ctriggered\u201d messages at campaign scale.\u00a0<\/li>\n\n\n\n<li>Mix critical transactional mail with high-volume marketing sends.\u00a0<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">What are some transactional email best practices for deliverability?<\/h2>\n\n<p class=\"wp-block-paragraph\">Transactional emails usually have a high engagement rate because user actions trigger them. Your subscriber expects to get this email from you and, as such, is much more likely to open it. Don\u2019t waste this opportunity to make a good impression!<\/p>\n\n<p class=\"wp-block-paragraph\">Some transactional best practices are:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Don\u2019t use a no-reply address<\/li>\n\n\n\n<li>Have a clear subject line and preheader text<\/li>\n\n\n\n<li>Crosslink to your social media channels<\/li>\n\n\n\n<li>Let your customers adjust their email preferences<\/li>\n\n\n\n<li>Ensure your transactional email matches your brand<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">We\u2019ll unpack each of these below.<\/p>\n\n<h3 class=\"wp-block-heading\">Why shouldn\u2019t I use a no-reply address in a transactional email?<\/h3>\n\n<p class=\"wp-block-paragraph\">It\u2019s tempting to use a <a href=\"https:\/\/docs.google.com\/document\/d\/13iAhhGICcwh3xChnlsDCdASutNWwXLUvr95G3Fp2pCU\/edit#heading=h.s2kwe9i5mxn\" target=\"_tabs\" rel=\"noopener noreferrer\">no-reply email address<\/a>. We know. After all, transactional emails are automated confirmations of user actions on your web page or in your app. You don\u2019t want to receive a customer response for every automated email.<\/p>\n\n<p class=\"wp-block-paragraph\">But as we mentioned above, transactional emails see a high amount of customer engagement. You can use these automated emails as an opportunity to invite your customers to start a conversation with you. Besides, if your customers really want to get in touch, they will. Why add friction to their user experience?<\/p>\n\n<h3 class=\"wp-block-heading\">Why do I need a clear subject line and preheader text?<\/h3>\n\n<p class=\"wp-block-paragraph\">Well-written, clear subject lines and preheader text serve two purposes. Firstly, they\u2019ll make it immediately obvious to your subscriber why you\u2019re reaching out. If they\u2019re waiting for an email confirmation from you, this will remove friction from their experience.<\/p>\n\n<p class=\"wp-block-paragraph\">Secondly, clear subject lines will help to keep you out of the spam folder. And if your subscriber expects an email from you, you want to make sure they don\u2019t have to dig through their spam folder to find it!<\/p>\n\n<h3 class=\"wp-block-heading\">Why should I crosslink to my social media channels in transactional emails?<\/h3>\n\n<p class=\"wp-block-paragraph\">Since transactional emails have a high engagement rate, here\u2019s your opportunity to start a conversation with your subscriber and point them to your social media presence or open up other avenues of communication. You don\u2019t want to slam them with a promotional email disguised as a transactional email, but they might find their way to another purchase after engaging with your social media.<\/p>\n\n<h3 class=\"wp-block-heading\">Why is it important to let my customers adjust their email preferences?<\/h3>\n\n<p class=\"wp-block-paragraph\">Usually, transactionally emails are welcome. Usually. Every customer is different, and some might find it a bit overwhelming to get an email every time they\u2019ve browsed your website and left items in their cart. Add an option in your transactional emails to allow your customers to adjust their email preferences so they don\u2019t unsubscribe from your emails completely or mark your emails as spam.<\/p>\n\n<h3 class=\"wp-block-heading\">Why is it important that my transactional email matches my brand?<\/h3>\n\n<p class=\"wp-block-paragraph\">A transactional email might be an automated message, but it should still match your brand\u2019s tone and visual identity. First of all, it\u2019s a good idea to maintain quality throughout all your communications. Second, since your customers are waiting for your email, they\u2019re on the lookout for something that matches your brand\u2019s tone and visual identity. Make it easier for your subscriber to pick out your email from the crowd.<\/p>\n\n<h3 class=\"wp-block-heading\">What the data says\u00a0<\/h3>\n\n<ul class=\"wp-block-list\">\n<li><strong>Personalization drives impact<\/strong>\u00a0\u2013 Personalized emails generate\u00a0<strong>six times higher transaction rates and revenue per email<\/strong>\u00a0than non-personalized\u00a0emails, and\u00a0have higher open and click rates.\u00a0<\/li>\n\n\n\n<li><strong>Triggered mail lifts engagement<\/strong>\u00a0\u2013 For triggered emails, personalized subject lines showed\u00a0<strong>about 25% higher unique open rates<\/strong>\u00a0and\u00a0<strong>51% higher unique click rates<\/strong>\u00a0versus non-personalized ones.\u00a0<\/li>\n\n\n\n<li><strong>Personalized subjects matter<\/strong>\u00a0\u2013 Personalization in subject lines can boost unique open rates significantly, with Experian noting\u00a0<strong>~29% higher open rates<\/strong>\u00a0for emails with personalized subject lines versus generic ones.\u00a0<\/li>\n\n\n\n<li><strong>Responsive and optimized design pays off<\/strong>\u00a0\u2013 Experian\u00a0observed\u00a0that mobile and responsive design usage has more than\u00a0<strong>doubled<\/strong>, reflecting better engagement expectations.\u00a0<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">12 transactional emails you need to know<\/h2>\n\n<h3 class=\"wp-block-heading\">1. Password reset email<\/h3>\n\n<p class=\"wp-block-paragraph\">\u201cOops! What was my password again?\u201d <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/dev-life\/como-criar-fluxos-de-trabalho-de-e-mail-transacional-para-redefinir-senhas\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Password reset emails<\/a> are automated messages triggered by user requests to securely reset their passwords. They\u2019re among the most common transactional emails and the most functional of all emails.<\/p>\n\n<h3 class=\"wp-block-heading\">2. Abandoned cart emails<\/h3>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/docs.google.com\/document\/u\/0\/d\/1YKnxbNGu_K1J6mTT4XHa2F5nbSvxlaDYl1_p8LlgdYU\/edit\" target=\"_tabs\" rel=\"noopener noreferrer\">Abandoned cart emails<\/a> are the dark horse of email marketing campaigns. They\u2019re automated reminders sent to users who leave items in their shopping cart without completing a purchase, encouraging them to return and finalize their order.<\/p>\n\n<h3 class=\"wp-block-heading\">3. Welcome emails<\/h3>\n\n<p class=\"wp-block-paragraph\">Welcome emails are automated, personalized messages sent to new users upon registration to welcome them and encourage early engagement, playing a key role in managing customer relationships right from the start.<\/p>\n\n<h3 class=\"wp-block-heading\">4. Order confirmation emails<\/h3>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/pt\/blog\/dev-life\/como-criar-fluxos-de-trabalho-de-e-mail-transacional-para-confirmacao-de-pedido\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Order confirmation emails<\/a> confirm a purchase and provide detailed order information to the customer.\u00a0But just because they\u2019re functional doesn\u2019t mean they have to be plain!<\/p>\n\n<h3 class=\"wp-block-heading\">5. Invoice emails<\/h3>\n\n<p class=\"wp-block-paragraph\">The invoice email is similar to an order confirmation email, but instead of confirming a purchase, you\u2019re reminding your subscriber that a payment is due or was recently made. <\/p>\n\n<h3 class=\"wp-block-heading\">6. Payment confirmation emails<\/h3>\n\n<p class=\"wp-block-paragraph\">Separate from invoices, payment confirmation emails act as digital receipts. They let customers know their payment was processed successfully, offering clarity and documentation for their records.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">7. Shipping notification emails<\/h3>\n\n<p class=\"wp-block-paragraph\">Customers appreciate knowing where their order is in the process. <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/dev-life\/como-criar-fluxos-de-trabalho-de-e-mail-transacional-para-notificacoes-de-envio\/\">Shipping notifications<\/a> provide peace of mind by confirming that a package is on its way, often with tracking details for extra transparency.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">8. Account creation confirmation emails<\/h3>\n\n<p class=\"wp-block-paragraph\">When a new user signs up, an <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/dev-life\/criar-fluxos-de-trabalho-de-api-para-e-mails-transacionais\/#automate-user-account-registration-transactional-emails\">account confirmation email<\/a> reassures them that their registration went through. It often includes helpful details like login info, next steps, or security tips.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">9. Subscription confirmation emails<\/h3>\n\n<p class=\"wp-block-paragraph\">Whether it\u2019s for a newsletter, SaaS tool, or premium service, subscription confirmation emails validate that a user has successfully signed up. They can also highlight benefits of the subscription and what to expect next.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">10. Feedback request emails<\/h3>\n\n<p class=\"wp-block-paragraph\">After an interaction, like a purchase or support call, feedback request emails invite users to share their experience. They help customers feel heard and also can provide valuable insights for your business.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">11. Support ticket update emails<\/h3>\n\n<p class=\"wp-block-paragraph\">When customers open a support ticket, update emails keep them in the loop. Whether their issue is \u201cin progress\u201d or \u201cresolved,\u201d these messages build trust by showing that your team is on it.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">12. User invitation emails<\/h3>\n\n<p class=\"wp-block-paragraph\">User invitations help expand your platform\u2019s reach, allowing current customers to invite teammates or friends to join. These emails are transactional in nature but can also carry a touch of virality when done well.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">More transactional use cases\u00a0<\/h3>\n\n<p class=\"wp-block-paragraph\">These\u00a0additional\u00a0scenarios are also triggered by individual actions or system events, even when they recur or apply to many users.\u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Authentication and access alerts:<\/strong>\u00a0Two-factor codes, magic link sign-ins, and unusual login notifications.\u00a0<\/li>\n\n\n\n<li><strong>Billing and account health:<\/strong>\u00a0Payment failure and retry (dunning) notices, credit card\u00a0expiration\u00a0reminders.\u00a0<\/li>\n\n\n\n<li><strong>Admin and user dynamics:<\/strong>\u00a0Admin-added notifications or role\/permission changes for users.\u00a0<\/li>\n\n\n\n<li><strong>Usage summaries and digests:<\/strong>\u00a0Periodic account activity summaries or usage reports that users expect.\u00a0<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Each of these\u00a0supports\u00a0user experience and operational clarity\u00a0without being\u00a0broad marketing emails.\u00a0<\/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\"> Learn more about the key types of transactional emails you need for your email program in our post on the <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/exemplos-de-e-mails-transacionais\/\">8 types of transactional emails that drive sales.<\/a><\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">What else can I do to improve the deliverability of my transactional emails?<\/h2>\n\n<p class=\"wp-block-paragraph\">Your <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/diving-head-first-into-the-inbox\/\" target=\"_tabs\" rel=\"noopener noreferrer\">deliverability<\/a> often relies on what type of email you are sending. When you place an order on an eCommerce website, you expect an email receipt in your inbox shortly after you make the purchase.<\/p>\n\n<p class=\"wp-block-paragraph\">Poor deliverability can keep that receipt from landing in the inbox and instead banish it to the spam folder. If you don&#8217;t receive that confirmation email, you might suspect that the order didn&#8217;t go through, making it imperative that those transactional emails land in the inbox.<\/p>\n\n<p class=\"wp-block-paragraph\">Email deliverability is paramount for transactional messages, and there are several ways you can go about ensuring that they make it to the inbox and reach the right recipients:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>Segment your email sending.<\/b> Separate your marketing messages from your transactional messages via subdomain segmentation. If you&#8217;re sending a high volume of transactional emails, consider using a dedicated IP address for that portion of your traffic.<\/li>\n\n\n\n<li><b>Follow <\/b><a href=\"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\" target=\"_tabs\" rel=\"noopener noreferrer\"><b>CAN-SPAM<\/b><\/a><b>.<\/b> The CAN-SPAM act has very clear guidelines for our email messages should be formatted. From easy-to-find unsubscribe links to concise subject lines, CAN-SPAM should be your guiding light for basic email creation.<\/li>\n\n\n\n<li><b>Use <\/b><a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/transactional-html-email-templates\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><b>responsive templates<\/b><\/a><b>.<\/b> Your transactional email templates should be responsive for all devices and easy to read for accessibility purposes.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">And transactional emails tend to have very high engagement, meaning they have high open rates and click-through rates, improving your deliverability.<\/p>\n\n<h2 class=\"wp-block-heading\">How can Mailgun help me send transactional emails?<\/h2>\n\n<p class=\"wp-block-paragraph\">Whether you&#8217;re just starting your email sending for your application or are planning to migrate your entire email ecosystem, you need to consider several factors when selecting a new <a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/plataforma-de-e-mail-transacional\/\" target=\"_tabs\" rel=\"noopener noreferrer\">transactional email service provider.<\/a><\/p>\n\n<p class=\"wp-block-paragraph\">Having the ability to send how you want, whether that\u2019s via SMTP relay or <a href=\"https:\/\/www.mailgun.com\/pt\/empresarial\/api-de-e-mail\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Email APIs<\/a>, should be the first qualifier for your email provider. From there, think about your sending needs. Do you need add-ons like an <a href=\"\/products\/inbox\/email-verification\/\" target=\"_tabs\" rel=\"noopener noreferrer\">email validation tool<\/a>, or would an HTML template editor serve you better? These factors rolled together with your budget will help you determine which provider best suits you.<\/p>\n\n<h2 class=\"wp-block-heading\">Wrapping up<\/h2>\n\n<p class=\"wp-block-paragraph\">And that\u2019s the quick and dirty of transactional emails! We\u2019ve given you some best practices and examples to help get you started.<\/p>\n\n<p class=\"wp-block-paragraph\">Whether or not you plan to create dozens of email campaigns or set up simple notification emails, transactional emails are just one component of your overall email program and customer experience. Are you looking to start sending transactional messages? We can help with that. Head on over to <a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/plataforma-de-e-mail-transacional\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Mailgun<\/a> to start sending today.<\/p>\n\n<h2 class=\"wp-block-heading\">FAQs<\/h2>\n    <div data-content-type=\"longform\" id=\"accordion-id-block_1edafb827362b4861e1396364600b924\" class=\"accordion accordion-longform d-flex flex-column gap-3 my-3\">\r\n\r\n        <div class=\"acf-innerblocks-container\">\n\r\n\r\n<div class=\"accordion-item py-2 border-bottom\">\r\n    <div\r\n        id=\"title-block_dc41a216aa88f63fa95fdfbefb0494f1_9151\"\r\n        class=\"accordion-header pb-3\">\r\n\r\n        <button\r\n            class=\"accordion-button fs-5 collapsed\"\r\n            type=\"button\"\r\n            data-bs-toggle=\"collapse\"\r\n            data-bs-target=\"#accordion-collapse-block_dc41a216aa88f63fa95fdfbefb0494f1_9151\"\r\n            aria-expanded=\"false\"\r\n            aria-controls=\"accordion-collapse-block_dc41a216aa88f63fa95fdfbefb0494f1_9151\">\r\n            How do inbox providers decide if my email is transactional or bulk?         <\/button>\r\n    <\/div>\r\n    <div\r\n        id=\"accordion-collapse-block_dc41a216aa88f63fa95fdfbefb0494f1_9151\"\r\n        class=\"accordion-collapse collapse\"\r\n        aria-labelledby=\"title-block_dc41a216aa88f63fa95fdfbefb0494f1_9151\">\r\n        <div class=\"accordion-body pb-3\">\r\n            <div class=\"accordion-longform-inner\">\n\n<p class=\"wp-block-paragraph\">They evaluate if content is specific to one user and how\u00a0it\u2019s\u00a0distributed. One-to-one, user-specific messages are treated as transactional; identical messages sent to many at once are classified as bulk. Keep content individualized and route broadcasts through a marketing stream to avoid misclassification.\u00a0<\/p>\n\n<\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/div>\n\n\r\n\r\n<div class=\"accordion-item py-2 border-bottom\">\r\n    <div\r\n        id=\"title-block_6d9f8e6536479f10e7f7e39722c57623_3832\"\r\n        class=\"accordion-header pb-3\">\r\n\r\n        <button\r\n            class=\"accordion-button fs-5 collapsed\"\r\n            type=\"button\"\r\n            data-bs-toggle=\"collapse\"\r\n            data-bs-target=\"#accordion-collapse-block_6d9f8e6536479f10e7f7e39722c57623_3832\"\r\n            aria-expanded=\"false\"\r\n            aria-controls=\"accordion-collapse-block_6d9f8e6536479f10e7f7e39722c57623_3832\">\r\n            Are reports and digests considered transactional, and how should I send them?        <\/button>\r\n    <\/div>\r\n    <div\r\n        id=\"accordion-collapse-block_6d9f8e6536479f10e7f7e39722c57623_3832\"\r\n        class=\"accordion-collapse collapse\"\r\n        aria-labelledby=\"title-block_6d9f8e6536479f10e7f7e39722c57623_3832\">\r\n        <div class=\"accordion-body pb-3\">\r\n            <div class=\"accordion-longform-inner\">\n\n<p class=\"wp-block-paragraph\">Many in the industry treat summaries\/digests as transactional because\u00a0they\u2019re\u00a0user-specific. However, if\u00a0they\u2019re\u00a0periodic broadcasts to many users at once, send via a broadcast\/marketing stream to align with receiver expectations and\u00a0maintain\u00a0deliverability.\u00a0<\/p>\n\n<\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/div>\n\n\r\n\r\n<div class=\"accordion-item py-2 border-bottom\">\r\n    <div\r\n        id=\"title-block_778557069379ea3009b964e61bd98648_4780\"\r\n        class=\"accordion-header pb-3\">\r\n\r\n        <button\r\n            class=\"accordion-button fs-5 collapsed\"\r\n            type=\"button\"\r\n            data-bs-toggle=\"collapse\"\r\n            data-bs-target=\"#accordion-collapse-block_778557069379ea3009b964e61bd98648_4780\"\r\n            aria-expanded=\"false\"\r\n            aria-controls=\"accordion-collapse-block_778557069379ea3009b964e61bd98648_4780\">\r\n            Which transactional email types are tied to payments beyond receipts and invoices?         <\/button>\r\n    <\/div>\r\n    <div\r\n        id=\"accordion-collapse-block_778557069379ea3009b964e61bd98648_4780\"\r\n        class=\"accordion-collapse collapse\"\r\n        aria-labelledby=\"title-block_778557069379ea3009b964e61bd98648_4780\">\r\n        <div class=\"accordion-body pb-3\">\r\n            <div class=\"accordion-longform-inner\">\n\n<p class=\"wp-block-paragraph\">Include payment failure (dunning), credit card\u00a0expiration, subscription renewal\/upgrade\/downgrade\/cancellation, and trial-expiring notices. These reduce churn and payment issues and should be prioritized for reliable delivery.\u00a0<\/p>\n\n<\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/div>\n\n\r\n\r\n<div class=\"accordion-item py-2 border-bottom\">\r\n    <div\r\n        id=\"title-block_e56cbab5a839d4b9b34bbe6f99e9cda6_3156\"\r\n        class=\"accordion-header pb-3\">\r\n\r\n        <button\r\n            class=\"accordion-button fs-5 collapsed\"\r\n            type=\"button\"\r\n            data-bs-toggle=\"collapse\"\r\n            data-bs-target=\"#accordion-collapse-block_e56cbab5a839d4b9b34bbe6f99e9cda6_3156\"\r\n            aria-expanded=\"false\"\r\n            aria-controls=\"accordion-collapse-block_e56cbab5a839d4b9b34bbe6f99e9cda6_3156\">\r\n            When do abandoned cart messages count as marketing, and how should I structure them?         <\/button>\r\n    <\/div>\r\n    <div\r\n        id=\"accordion-collapse-block_e56cbab5a839d4b9b34bbe6f99e9cda6_3156\"\r\n        class=\"accordion-collapse collapse\"\r\n        aria-labelledby=\"title-block_e56cbab5a839d4b9b34bbe6f99e9cda6_3156\">\r\n        <div class=\"accordion-body pb-3\">\r\n            <div class=\"accordion-longform-inner\">\n\n<p class=\"wp-block-paragraph\">In some\u00a0jurisdictions,\u00a0they\u2019re\u00a0marketing. Lead with transactional context (items left, link to cart), keep promotional elements minimal, and ensure consent where\u00a0required. If promotional content dominates, treat and send them as marketing emails.\u00a0<\/p>\n\n<\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/div>\n\n\r\n\r\n<div class=\"accordion-item py-2 border-bottom\">\r\n    <div\r\n        id=\"title-block_9747a1b3a5ea3f65062fe90fc1b469c1_2454\"\r\n        class=\"accordion-header pb-3\">\r\n\r\n        <button\r\n            class=\"accordion-button fs-5 collapsed\"\r\n            type=\"button\"\r\n            data-bs-toggle=\"collapse\"\r\n            data-bs-target=\"#accordion-collapse-block_9747a1b3a5ea3f65062fe90fc1b469c1_2454\"\r\n            aria-expanded=\"false\"\r\n            aria-controls=\"accordion-collapse-block_9747a1b3a5ea3f65062fe90fc1b469c1_2454\">\r\n            How fast should key transactional emails be delivered?         <\/button>\r\n    <\/div>\r\n    <div\r\n        id=\"accordion-collapse-block_9747a1b3a5ea3f65062fe90fc1b469c1_2454\"\r\n        class=\"accordion-collapse collapse\"\r\n        aria-labelledby=\"title-block_9747a1b3a5ea3f65062fe90fc1b469c1_2454\">\r\n        <div class=\"accordion-body pb-3\">\r\n            <div class=\"accordion-longform-inner\">\n\n<p class=\"wp-block-paragraph\">Immediately. Password resets and support confirmations should reach inboxes within minutes; order confirmations and welcomes should be triggered instantly to\u00a0capitalize on\u00a0engagement and meet user expectations.\u00a0<\/p>\n\n<\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/div>\n<\/div>\r\n\r\n\r\n\r\n\r\n    <\/div>\r\n\r\n    \r\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_cc5ba6dbc73420b4bee97276cea8993c\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Sign Up            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_cc5ba6dbc73420b4bee97276cea8993c\">\r\n                It&#8217;s easy to get started. And it&#8217;s free.            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">See what you can accomplish with the world\u2019s best email delivery platform.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/signup.mailgun.com\/new\/signup\"  class=\"btn btn-secondary\" >Get started<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Os e-mails transacionais come\u00e7am onde os e-mails de marketing terminam. Esses e-mails s\u00e3o iniciados pelo usu\u00e1rio, aguardados por ele e podem atuar como notifica\u00e7\u00f5es importantes para facilitar muito a sua vida&#8230; se voc\u00ea os usar da maneira certa.<\/p>\n","protected":false},"author":13,"featured_media":4074,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-20082","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>O que \u00e9 um e-mail transacional? Defini\u00e7\u00e3o, exemplos e pr\u00e1ticas recomendadas - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Saiba o que \u00e9 um e-mail transacional, como ele funciona e por que \u00e9 importante. 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