A transactional email is an email that is triggered by a specific transaction or interaction between a user and a company. Transactional emails are often used to confirm a transaction or provide further information. Examples of transactional emails include order confirmations, shipping notifications, invoices, or account change confirmations. They may contain important information that is required in order to complete a user action or purchase.
Transactional emails are characterized by high open rates, as they are of immediate interest to recipients and are usually time-critical. They can help strengthen customer loyalty, especially if you provide clear and precise information in a timely manner. Although transactional emails are not the same as marketing emails, they may be an opportunity to share future offers (e.g. relevant product recommendations).