Every business needs a reliable transactional email service. Why? Because these are emails your customers are truly waiting for: payment receipts, order confirmations, shipping updates, password resets, etc
Think about it. When you place an order, what’s the first thing you look for? The confirmation email. Now imagine the frustration if it never arrived.
These emails are the link between you and your customers, and if one is missed, you risk losing that customer. A dependable email service makes sure they always get what they need, right on time.
We’ve reviewed the best transactional email service providers to help you pick the right one for your business.
Read on.
The best transactional email services
Here’s a look at the best transactional email services out there. Some are both transactional and marketing platforms, while others focus solely on delivering transactional emails quickly and reliably.
TL;DR:
- Brevo: Best for transactional emails and email marketing combined (all-in-one).
- Mailchimp Transactional (Mandrill): Best transactional email service for Mailchimp users.
- Mailgun: Best transactional email service for developers.
- HubSpot: Best for transactional email service for inbound marketing with CRM tools.
- SendGrid: Best transactional email service for large email volumes.
- Mailjet: Best transactional email service with a simple setup.
1. Brevo
Brevo’s transactional email service is user-friendly and ideal for businesses and individuals looking to avoid complex technical setups.
You could say it’s one of the top transactional email services because it’s designed with simplicity in mind, making it easy to get started while offering a full range of transactional email functionalities.
As an all-in-one platform, it also includes tools for email marketing, live chat, SMS, WhatsApp, and CRM, giving you everything needed to manage customer communications and marketing campaigns from one place.
Pros
- Multiple ways to send emails. You can send transactional emails through SMTP relay, an email API, automation workflows, or free plugins for ecommerce platforms like Shopify, WordPress, and Magento.
- Easy-to-use email builder. You can choose between the drag-and-drop editor for custom designs or ready-made email templates to design professional emails. An HTML editor is also available if you prefer it.
- Transactional SMS. If you need to reach customers via text, you can easily set up SMS automation through the same methods used for emails, including API, marketing automation, or plugins.
- Dedicated IP addresses. To boost your sender reputation and avoid recipients’ spam folders. There’s also a team to help make sure your emails stay out of spam.
- Track everything. Your email logs are saved, so you can always go back and check what was sent unless otherwise specified.
- GDPR-compliant. Even if a contact opts out of marketing emails, they’ll still receive important transactional messages, keeping you in line with data protection rules.
Cons
- Email volume limitations on free plan. The free plan is capped at 300 emails per day, which may be limiting for businesses with extremely high email needs. However, higher-tier plans provide increased or unlimited daily sending limits.
Pricing
- Free plan. 300 emails/day, including transactional API, SMTP, Webhooks,
- Paid plan. From $9/month for 5,000 emails/month with cost-effective options as you scale up.
Ratings
- G2. 4.5⭐
- Capterra. 4.6⭐
If you’re looking for an affordable, easy-to-use, and reliable email service provider for your transactional emails, Brevo’s free plan offers an excellent way to try it out.
2. Mailchimp transactional(Mandrill)
Mailchimp Transactional, formerly Mandrill, is a Mailchimp add-on for one-to-one transactional email sending.
Originally launched as a standalone product, it’s now available only to Mailchimp users on paid plans, making it a natural fit for teams already using Mailchimp, and who have the technical skills for an API-focused tool.
If this doesn’t fit your needs, several Mailchimp alternatives offer excellent options for transactional email.
Pros
- Transactional API and SMTP integration
- Detailed API documentation
- Long-established sender reputation
- Dedicated IP addresses
- ISP feedback loops to track deliverability
- Complete marketing automation toolkit
Cons
- A Mailchimp plan is required to access transactional email services. Mandrill is an add-on available on Mailchimp’s Standard plan and above.
- No free trial for non-Mailchimp users. If you aren’t a paid user of Mailchimp, you can’t try its transactional email services for free.
- Complex. It’s built for tech-savvy users. If you don’t know how to work with API documentation, Mandrill might be too complicated for you.
Pricing
- Free plan. Standard plan users get 500 free emails only for standard plan users. Paid plan.
- Paid plan. Email credits can be bought in blocks of 25,000 emails. The first 20 blocks come at a price of $20 each. You can also calculate the price by adding the number of emails you desire in their calculator.
Ratings
- G2. 4.2⭐
- Capterra. 4.5⭐
Note: Most reviews are for Mailchimp, not specifically for Mailchimp Transactional Email.
3. Mailgun
Mailgun is a dedicated transactional email software. Similar to Mandrill, it’s built for advanced transactional email senders.
For email marketing functionality, you’ll have to get a Mailjet subscription, as the platform was acquired by Mailgun in 2021.
Pros
- Offers both HTTP API and SMTP endpoints
- Integrates with various CMS solutions and frameworks
- Provides a deliverability service to help users with email deliverability issues
- Dedicated IP addresses
- Webhooks for collecting data on email interactions
Cons
- The learning curve is steep. Non-tech users might find it too advanced a solution.
- Log retention is limited to a maximum of 30 days. On cheaper plans, log retention is only five days.
- Support options are limited and wait times can be long.
- Due to its flexibility with data handling, Mailgun’s reputation isn’t the best. It’s become a go-to solution for spammers and scammers.
Pricing
- Free plan. 100 emails/day
- Paid plan. $15/month for 10,000 emails.
To access dedicated IP pools, SAML authentication, and send time optimization, you’ll need the premium plan, starting at $90/month.
Ratings
- G2. 4.2⭐
- Capterra. 4.5⭐
4. HubSpot
HubSpot’s transactional email feature is an add-on to its Marketing Hub, designed for easy, centralized management of both transactional and marketing emails.
Pros
- Works with SMTP and single-send APIs for easy integration
- Keeps marketing and transactional emails separate
- Rule-based automation workflows
- Automatic email personalization included
- Dedicated transactional templates
- Access to additional marketing tools
Cons
- Doesn’t come with automated IP warm-ups, which might be inconvenient if you’re sending a lot of emails at once.
- Add-on only available in premium plans
To learn more, discover the top HubSpot competitors.
Pricing
- Paid plan. Starts at $950/month/2000 contacts (for businesses and enterprises), $22/month/seat (for individuals and small teams).
Ratings
- G2. 4.4⭐
- Capterra. 4.5⭐
5. SendGrid
SendGrid offers a transactional email service called the Twilio SendGrid Email API.
It’s one of the more technical email platforms available, offering a strong range of tools for those comfortable with advanced setup and configuration. For a simpler experience, you might want to look at SendGrid alternatives.
To access email marketing features, you can purchase one of SendGrid’s Marketing Campaigns plans that come as separate products.
Pros
- API documentation and open-source libraries in seven programming languages
- Email delivery optimization tools — SPF records, custom DKIM, and suppression management.
- Free SMTP server & APIs
- Dynamic transactional email templates
- Dedicated IP addresses for improved sender reputation
Cons
- Steep learning curve. Setup can be complex and time-consuming, especially for beginners.
- Multi-user access is only available on top-tier plans. To collaborate with teammates on email campaigns, you’ll need to pay a minimum of $89.95/month.
- Email marketing features are separate from the transactional service and require a separate subscription to SendGrid’s Marketing Campaigns plans.
Pricing
- Free plan. 100 emails/day
- Paid plan. $19.95/month for 50,000 emails.
Ratings
- G2. 4.0⭐
- Capterra. 4.2⭐
6. Mailjet
Mailjet is a simple email service for marketers, suitable for beginners and low-budget teams.
Although it has been acquired by Mailgun, the platform still offers its own SMTP server. While Mailgun is designed for developers, Mailjet offers intuitive tools for non-technical users.
Pros
- User-friendly, no coding tools
- Dedicated IPs
- SMTP relay, email APIs and webhooks
- Email marketing features also available
- Transactional SMS sending
- GDPR-compliant
Cons
- Limited. Mailjet is built with marketers in mind, not developers. So if you’re looking for powerful API documentation, try Mailjet alternatives.
- While offering advanced features such as marketing automation, Mailjet lacks some critical tools like a CRM system.
Pricing
- Free plan. 200 emails/day
- Paid plan. Starting from $17/month for 15,000 monthly emails. SMS credits are purchased separately.
Ratings
- G2. 4.0⭐
- Capterra. 4.3⭐
What makes a great transactional email service?
What should you look out for when choosing a transactional email provider?
1. Reliable email delivery.
Transactional emails contain the kind of information people need to see right away, eg order confirmations, password resets, and shipping notifications.
Look for a service that’s known for getting emails to inboxes, not spam folders. Those with strong authentication protocols, email validation, and dedicated IP addresses to ensure emails reach recipients reliably.
2. Speed
Speed matters, especially for transactional emails. A password reset email that takes minutes to arrive can mean frustrated users. A good provider sends emails almost instantly so that people get the information they need without delay.
3. Ease of integration
A straightforward integration process is a must. Choose a transactional email service that offers clear documentation and a range of API options, so it works well with the tools you already use.
4. Customer support
Even the best services hit occasional snags. Make sure the provider offers prompt, accessible support to troubleshoot any issues, especially if you’re running high volumes of time-sensitive emails.
5. Transparent pricing
Clear pricing is important. Look for a provider with straightforward pricing plans that match your email volume needs, without surprising fees or add-ons.
6. Analytics that matter
Metrics should be easy to find and understand. The best transactional email services track email analytics such as open rates, clicks, and bounces in a way that helps you quickly assess how your emails are doing and if any adjustments are needed.
Which transactional email service is right for you?
It depends on your specific needs.
1. Ecommerce businesses
Brevo and SendGrid. Both have reliable delivery, GDPR compliance, and scalable options for high email volumes.
2. Brick-and-mortar businesses
Mailjet is beginner-friendly with a straightforward interface, ideal for basic transactional email needs without technical setup.
3. SaaS companies
HubSpot and Brevo provide great CRM integration, marketing automation, and customizable workflows, which work well for SaaS businesses focused on nurturing customer relationships.
4. Startups
Brevo and Mailgun offer affordable plans and scalability. Brevo is a versatile choice with marketing integration, while Mailgun is suitable for tech-heavy teams needing custom API flexibility.
