Transactional emails: what they are and why they’re essential for your business.

Transactional emails are essential messages for establishing trust between your customers and your business.
But what do they consist of? And how can you send them?

Imagine subscribing to a streaming platform and not receiving any confirmation email. 

It’s a problem that we’ve all experienced at some point. And what about the results?

At best, the company in question may seem unprofessional, and at worst, you might suspect a scam.

These issues are often tied to problems with transactional emails and could be easily solved with a professional SMTP relay provider.

But what are transactional emails? And how can you send them? 

We’ll explain it below 👇.

What transactional emails are and why they are so important for your business.

Transactional emails are those messages sent after an action taken by the customer. To give you some examples, we’re talking about emails sent after subscribing to a list, following the purchase of a product or service, when a password reset is requested, or when someone wants to delete their account.

These are mostly communications for order and payment confirmations, password or data changes. 

So, we’re talking about emails that are extremely important for both the customer and your business. In fact, they are crucial for your brand’s credibility: their timeliness and accuracy contribute to building the reputation of your brand and business.

Imagine placing an order on an e-commerce website and not receiving an email confirmation of the purchase. The company in question may be legitimate, but you might start to have doubts about its reliability.

Transactional emails go beyond conveying practical information; they also signal that the company is trustworthy, a quality that is increasingly important for web users.

Transactional emails that don’t arrive (or arrive too late) can be detrimental to your business, as it would lose credibility in the eyes of potential new customers.

They serve as a kind of business card for your brand, which is why they should always reach their intended recipients.

Commercial emails vs. transactional emails: what are the main differences?

There are significant differences between commercial emails (or newsletters) and transactional emails.

On one hand, email marketing represents an additional tool to develop your business, while on the other hand, transactional emails are indispensable for your business, and doing without them would inevitably harm the credibility of your brand.

Transactional email is the most important one-to-one communication tool between a brand and a customer. Commercial emails, on the other hand, are generally massively sent to a contact list at scheduled times and days. In other words, commercial emails are not part of one-to-one communication but rather one-to-many.

Certainly, in the modern era, you can’t think of giving up email marketing. However, implementing effective, timely, and precise transactional communication is undoubtedly the fundamental starting point for a comprehensive strategy.

The delivery of a transactional email must, therefore, be as fast and efficient as possible.This is why it’s important to turn to a professional Smart Host Service that optimizes deliverability and allows for the analysis of sending statistics.

Choose turboSMTP for your transactional emails.

TurboSMTP is a professional Smart Host Relay Provider which ensures the delivery of transactional and commercial emails. Our goal is to ensure that your messages reach their destination, guaranteeing maximum email deliverability.

With a professional SMTP Relay service like turboSMTP, you not only ensure the delivery of your transactional emails but also gain access to additional benefits.

High-speed delivery

Whitelisted sending servers

Real-time metrics tracking

Up-to-date statistics

Deliverability support

Bounce handling, spam complaint management, and unsubscribe management

24/7 multilingual assistance

Flexible and tailor-made plans


5 types of transactional emails you should know.

Transactional emails can be categorized into 5 types:

  1. Confirmation emails for successful subscriptions.
  2. Order confirmation emails.
  3. Notification emails (such as those for order tracking or new message notifications).
  4. Password recovery emails.
  5. Emails containing invoices and receipts.

Let’s take a closer look at them below 👇.

1. Confirmation emails for successful subscriptions.

Transactional emails subscription confirm

Creating an account is typically the first interaction between a brand and a customer. By providing their information to create an account on your website, people are expressing an interest in what you offer.

But what should you do at this point?

You’ll need to ensure that the transactional email containing the confirmation of successful registration reaches the recipient immediately.

If the registration mechanism you’ve chosen is double opt-in, meaning a double confirmation, the recipient should first receive the email to confirm their email address and then the confirmation of their subscription.

2. Order confirmation emails.

Transactional order confirmation emails

Do you remember? It’s important for users to have trust in your brand if you want to lead them to purchase and loyalty. And this is a fundamental aspect, regardless of the products or services you offer.

Certainly, there are many ways to ensure a good reputation, but among the most important is undoubtedly sending transactional order confirmation emails.

This type of communication must reach its destination immediately, as soon as the customer completes their request. Your punctuality will convey professionalism and reliability.

3. Notification emails.

Transactional notification emails

Among transactional emails, we also find all the so-called notification emails, which are those email messages containing shipment alerts, potential delays, and package tracking links.

Email notifications of messages are also included in this category, which arrive when a message has been received from a seller.

Therefore, these are all the emails that contain an update to communicate to the user.

4. Password recovery emails.

Transactional emails reset password

It may have happened to you as well to register on a website and forget your login credentials. Similarly, it could also happen to your customers and subscribers.

In the event that a customer needs to request the password reset and change procedure, they should immediately receive a transactional email that allows them to complete the process by clicking on the received link.

5. Emails containing invoices and receipts.

Transactional emails invoice

Certainly, it’s often possible to send payment receipts and invoices along with the order confirmation email. However, there are cases where it’s better to send these documents in a separate transactional email.

An example?

Car-sharing services, which send the invoice via email at the end of the ride, and subscription services, which send a dedicated invoice at regular intervals.

Sending transactional emails through a regular email account is possible. However, here’s why opting for a professional service is preferred.

So far, we’ve discussed the importance of transactional emails, but let’s get practical: how do you manage the sending of transactional emails? Sending these messages through a personal email account is feasible, but there are several reasons why it might not be the best choice:

1. Sending limitations: personal email accounts often impose limits on the number of emails you can send within a specific time frame. These limits may not be sufficient if you need to send transactional emails to many people simultaneously. On the other hand, a professional transactional email service allows you to avoid these limitations.

2. Authentication issues: sending transactional emails often requires the use of specific authentication protocols, such as SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail), to ensure that emails are not marked as spam. Properly configuring these authentications can be complex on a personal email account. A professional transactional email service allows you to set up these parameters seamlessly.

3. Response management: if you’re sending transactional emails from a personal account, managing responses and interactions with recipients, especially with a large volume of emails, can be challenging. Using a platform for sending transactional emails allows you to handle responses without these limitations.

4. Monitoring metrics: monitoring delivery, open rates, and click-through metrics is crucial for assessing the effectiveness of your transactional emails. Personal accounts do not offer advanced email tracking tools, unlike dedicated services for sending transactional emails.

5. Scalability: if your volume of transactional emails increases over time, a personal account may not be able to handle the growth. This scalability issue can be easily resolved by using a professional transactional email service.

These are just some of the reasons why many businesses prefer to use professional SMTP Relay Services for sending transactional emails, which offer advanced features for sending, tracking, and managing emails. These solutions are designed to ensure high reliability and better control over transactional emails sent to users.To act promptly and maintain an excellent online reputation, it’s essential to rely on an external SMTP Smart Host service that sends emails automatically and optimizes deliverability, ensuring immediate and secure delivery.

Send transactional emails directly from your website or app.

With turboSMTP, you can send your transactional emails directly from your website or app using various methods:

via SMTP

Through APIs

Using the WordPress plugin

Furthermore, you can also utilize webhook events and have access to real-time tracking and unlimited statistics.


How to maximize your transactional emails: some useful advice.

In conclusion, we want to give you another reason to take the best care of your transactional emails: these are messages that have a higher open rate compared to other types, and this can be attributed to their significance. 

In fact, these messages are eagerly awaited by their recipients, and once received, they are opened and clicked to ensure that the requested operation or transaction has been successful.

So why not leverage transactional messages to your advantage?

Take utmost care in crafting the image of your transactional emails with MailStyler, our email template editor designed to create appealing and engaging transactional emails.

Thanks to MailStyler, you can personalize the templates with your brand’s colors, insert your logo, and make your transactional communication stand out from the competition. The more polished your image, the more your brand’s reputation will benefit. 

Perhaps you can also use this opportunity to include purchase recommendations or offer alerts for your customers.

What are you waiting for?

Send your transactional emails safely, build customer loyalty, and improve your reputation online


Stand out from your competitors, create beautiful templates and customize your transactional messages



  1. Introduction
  2. What transactional emails are and why they are so important for your business
  3. Commercial emails vs. transactional emails: what are the main differences?
  4. 5 types of transactional emails you should know.
  5. Sending transactional emails through a professional service.
  6. How to maximize your transactional emails: some useful advice.