What is a transactional email vs a marketing Email?

A transactional email is sent to a single individual based on an action completed on your site. Transactional messages focus on building relationships with current customers rather than encouraging action from new or prospective customers. The big difference between the two is that a recipient action triggers transactional messages while marketing ones do not. While transactional emails may not contain false information, they are exempt from “most provisions” of the CAN-SPAM Act. All they need is a clear subject line, an understanding of who the sender is, and for the message to state its primary purpose at the beginning of the text. There’s also no prior consent required. Users must have an opt-out option. Types of transactional emails included:

We encourage you to not just take our word for it. Read from some experts here and you’ll see why we structure our emails the way we do.