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What is transactional email?

Transactional email is a type of email sent to facilitate an agreed-upon transaction between the sender and the recipient. Transactional emails typically contain information a recipient wants or needs and consequently have very high open rates. Common transactional email use cases include, account creation emails, password resets, purchase receipts, account notifications, and social media updates like friend and follower notifications.

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Account Creation Emails

As one of the first transactional emails a subscriber will receive from your brand, account creation emails are critical to establishing a relationship with your users. Use account creation emails as an opportunity to connect with your subscribers and begin a reliable communication with them.

Password Reset Emails

Password reset emails allow users to recover passwords or set new ones in an effort to gain access to your app. This type of transactional email is essential to any application that requires a password.

Things to consider when creating password reset emails include:

1.How reliable is my transactional email service provider (i.e. will my password reset emails reach my subscribers?)?

2.How can I ensure my password reset emails reach the inbox (think copy, email template, domain / IP reputation, etc.)?

3.How can I ensure my password reset process protects my users against fraud?

Purchase Receipt Emails

Customers expect purchase receipt emails from any online vendor they do business with. Delays in email sends, or emails being delivered to the spam folder can lead to a poor user experience with your brand and potentially impact revenue.

Account Notification Emails

When developing your web or mobile app, you need to consider how you will notify or alert your users of important activities going on in your app. These transactional emails can cover a wide range of notification use cases, but also serve to maintain the relationship with your brand.

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