What’s a transactional notification (receipt, alert, update)?

Transactional notifications are automated emails triggered by specific user actions or system events. They provide information the recipient explicitly requested or needs.

Common transactional notifications include:

Order receipts confirming purchases with itemized details. Shipping alerts providing tracking information. Password resets enabling account recovery. Account alerts notifying of login attempts, changes, or security events. Billing notifications confirming payments or alerting to issues.

Transactional emails differ from marketing in several ways:

They are expected and requested by the recipient. They are exempt from some compliance rules (like CAN-SPAM unsubscribe requirements). They typically achieve very high engagement.

Transactional emails are service, not marketing. Recipients need this information, making these messages some of the most opened and valued.