Transactional emails are messages sent in direct connection with a customer's action – an order confirmation, shipping notification, password reset, invoice. Their open rate is several times higher than that of marketing mailings, because the customer expects the information. Legally, they have a different regime: they do not require marketing consent, but precisely for that reason they must not be misused for advertising unrelated to the transaction. There is room for use within limits – adding instructions for using the product, a support contact, information on the returns procedure, or a recommendation of related accessories. Technically, it is recommended to send them from a different domain or subdomain than bulk mailings, so that any deliverability problems do not put order confirmations at risk. It is also worth checking their readability on mobile, since these are messages the customer opens on their phone practically every time.
See also: Email Deliverability, Order process.
