Looking for transactional email inspiration? We’ve put together 15 transactional email examples to show how these routine messages can add real value to your email marketing strategy.
Transactional emails, like order confirmations, payment receipts, password resets, etc. tend to see high open rates. They reach customers when they're paying attention, making them a prime opportunity to strengthen your brand.
Check out these transactional email examples for ideas on turning simple updates into meaningful interactions. With a few smart changes, you can use every message to engage and build loyalty with your customers.
What is a transactional email?
A transactional email is an automated email sent to someone based on a specific action they’ve taken — like an order confirmation, password reset, or shipping notification.
Unlike promotional emails, which go to a large email list, transactional emails are personal and tailored to one person. They keep things running smoothly by delivering useful information to a customer in real time.
But here’s the thing: a lot of businesses see these emails as a box to check rather than a chance to connect with customers. When that happens, transactional emails end up feeling dull and out of sync with the rest of the brand.
When well done, these email messages can add personality and consistency to your brand, making them as impactful as your marketing emails.
What makes a good transactional email?
Before we get into examples of types of transactional emails, let’s quickly go through what makes a good transactional email.
- Timing. Send it right after the action. Customers expect immediate confirmation.
- Urgency. Match the tone of the subject line with the importance of the message.
- Clarity. Keep information concise, accurate, and relevant to the transaction.
- Personalization. Make it feel like a one-on-one conversation, especially since it’s private info.
- Contact info. Make sure your support team is just a click away if they have questions.
- Branding. A consistent look builds trust, so transactional email design is just as important as newsletter design.
- Extra value. Transactional emails have higher open and click-through rates than email marketing campaigns. Use the space to upsell, cross-sell, or share social media profiles.
15 common transactional email examples
1. Verification/Double opt-in email
What makes this a good transactional email example?
- Clear and simple message. The email gets right to the point, showing new subscribers exactly what they need to do to finish signing up, with an easy option to unsubscribe if they’re not interested.
- Strong CTA and incentive. By offering a discount, Macy’s encourages users to complete their subscriptions, turning a quick signup into real interest.
- On-brand design. With Macy’s signature colors and a clean layout, this email fits seamlessly with the rest of their branding, making it feel familiar from the start.
2. Account creation/Welcome email
Why this is a good transactional email example:
- Personal intro to the brand. It’s clearly different from the standard “Thank you for signing up” welcome email. Piecework knows how important first interaction is with new subscribers, and it uses its signup confirmation email to capitalize on the opportunity.
- Shows why the product’s worth it. Right away, new customers get a peek at what makes the product great. It’s a nice, low-key way to get them excited and curious.
- Easy on the eyes. The mix of visuals and text is just right — simple, clean, and inviting. It’s a pleasure to read without feeling cluttered.
3. Abandoned cart email
Why this is a good transactional email example:
- Consistent look and feel. This abandoned shopping cart email from Kate Spade mirrors the website’s design, making it familiar and easy for the customer to recognize.
- Offering free shipping is a smart move here. It removes a common sticking point in online buying decisions and sweetens the deal, especially with phrasing like “Enjoy free ground shipping.”
- The discount and strategic product suggestions also increase the chance of conversion. This example makes it easy to see why cart abandonment emails are one of the most important types of communication in ecommerce.
4. Order confirmation email
What makes this a good transactional email example?
- Complete details. This order confirmation email follows all the best practices of transactional messages. It includes everything a customer wants to know: order date, order number, payment method (credit card reminder), etc making them feel confident about their buying decision.
- Opportunities for further engagement. By upselling similar products, Crate & Barrel invites customers to keep browsing. A good trick for ecommerce businesses.
5. Shipping update email
Why this is a good transactional email example:
- Clear tracking info. After getting an order confirmation, customers are eager for shipping details. This transactional email example delivers that info clearly, so there’s no guesswork.
- Clean design with key details. It includes the order number, tracking number, total order value, and shipping address (for a quick double-check), all in a clean, simple layout that’s easy to follow.
- Contact options. Including links to customer support shows customers where to go if they have any questions, making the whole customer experience smoother.
6. Feedback request email
What makes this a good transactional email example?
- Friendly, encouraging tone. The email invites customers to share feedback in a positive, approachable way.
- Visual reminder of purchased items. Showing what they bought helps make the feedback request feel relevant and personal.
- Focus on brand identity. By maintaining brand colors and fonts, this email feels like a natural continuation of the customer journey.
Pro tip: Feedback emails help improve your business and build customer relationships. Automate them as transactional emails for better results.
Choose when to ask for feedback after a purchase, then use a dynamic template to personalize the email with what each customer purchased. Simple and effective.
7. Password reset email
Why this is a good transactional email example:
- Simple and to the point. This email keeps things short, which is ideal for time-sensitive security updates.
- Focus on security. A simple design with no distractions shows the brand takes security seriously, which builds trust.
- Contact details included. Providing a support link ensures that users know where to turn if they have trouble accessing their account.
8. Account cancellation email
What makes this a good transactional email example?
- Straightforward and detailed. Netflix provides all the information about account cancellation so users know what to expect.
- Options for re-subscribing. Explaining how to reactivate the account keeps the door open for returning customers.
- Non-promotional and respectful tone. The email keeps it factual, respecting the user’s decision without pushing them to reconsider.
9. Subscription expiring email
Why this is a good transactional email example:
- Urgent and engaging. The email’s tone encourages customers to act before their subscription ends, which can lead to renewals.
- Easy-to-find CTA button. A clear “Activate Your Account Now” button gives customers an immediate path to keep their subscription.
- Additional support options: With a link to customer support and even the founder’s contact, the email feels helpful and accessible.
Good to know. Depending on your business, you might need other types of emails such as notification emails or important updates that require customer action.
10. Delivery confirmation email
What makes this a good transactional email example?
- Straightforward confirmation. A prominent (“Your order has arrived”) immediately tells the customer what they need to know. It’s satisfying for the reader, as they’ve likely been waiting for this update.
- Customer support option. Including a link to the knowledge base is a nice touch. It shows customers where to go if they have questions, which helps them feel supported and reassured.
- Social media icons for easy access. Adding social media links gives the customer a chance to connect with the brand on other platforms if they’re interested. It’s a subtle way to encourage further brand interaction without being intrusive.
11. Social media notification email
Why this is a good transactional email example:
- Personalized and engaging. Addressing the recipient by name and including specific details (like 142 mentions) makes the email feel personalized and relevant. It’s not just a generic notification; it feels tailored to the user’s activity.
- Actionable advice. LinkedIn goes beyond the notification by offering quick tips on how to grow the page, making the email both informative and helpful. This adds value to the reader without feeling pushy.
- Clear CTA button. The “Start a Comment” CTA makes it easy for the user to jump right in and engage. It encourages an immediate response, which can boost interaction on their page and drive further engagement.
12. Subscription confirmation email
What makes this a good transactional email example?
- Short, detailed, and straight to the point
- Key details up front. Important info like the plan type, billing cycle, and amount charged are easy to spot right away. This transparency helps avoid any confusion and gives subscribers confidence in what they're seeing.
- Clear CTA for easy account management. This allows the subscriber to quickly access their account settings, making it easy for them to manage their profile and get a positive experience from the start.
13. Payment invoice confirmation
What makes this a good transactional email example?
- Clear payment summary. Key details like the amount charged, payment date, and plan type are right there in the email, making it super easy for users to find what they need. This transparency builds trust and avoids confusion.
- Encouraging brand loyalty. The email ends with a friendly thank you and reminds the user they’re part of a community. This adds a human touch to an otherwise transactional message.
- Multiple helpful links. With options to view the invoice, login, visit the help center, or even read the blog, this email gives the user plenty of ways to move forward based on their needs — whether it’s practical or to learn more about the brand.
14. Order cancellation email
Why this is a good transactional email example:
- Transparent and apologetic. Starting with a clear, direct apology (“Sorry, your item is no longer available”) shows empathy and respect for the customer experience. This helps soften the disappointment of a cancellation.
- Clear explanation of next steps. The email explains how and when the refund process will happen, depending on the payment method. It addresses common concerns about charges and assures the customer they won’t be left wondering.
- Additional shopping options. Suggesting similar products and offering virtual styling help is a thoughtful touch. It keeps the customer engaged with the brand, even though the original purchase didn’t work out as planned.
15. Reservation confirmation email
What makes this a good transactional email example?
- Straightforward and exciting. This Airbnb email opens with “Your reservation is confirmed” and highlights the destination, creating excitement and reassuring the guest that everything is set. It’s clear, concise, and makes them feel prepared for their trip.
- All important details in one place. Check-in/check-out times, address, host contact, and reservation code are easy to find. The layout is intuitive, with everything organized to prevent last-minute stress.
- Personal touch and useful extras. Introducing the host with a contact option personalizes the experience, while the suggestions for local activities (“Experiences”) are a nice bonus, making the stay feel more like a curated adventure.
How to send transactional emails (and why Brevo helps)
Transactional emails are highly targeted and require both reliability and security. Using an everyday email marketing tool might not give you the delivery power needed to reach inboxes consistently.
A dedicated transactional email service provider like Brevo offers the tools to make sure these emails are delivered on time, securely, and without fail.
Brevo’s transactional email features include:
- 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 and WordPress
- Easy-to-use email builder. You can choose between the drag-and-drop editor for custom designs or ready-made email templates to design emails that don’t just inform but also connect. An HTML editor is also available for developers.
- 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.
- Scalability and email deliverability. Brevo grows with you. Whether you're sending a few hundred emails or millions, your email messages will reach the inbox every time at affordable pricing.
- Track everything. Your email logs are saved, so you can always go back and check what was sent unless otherwise specified.
- GDPR-compliant. Multilist subscriber management allows you to send transactional emails as needed but marketing emails only to contacts who consent, keeping you in line with data protection rules.
