Transactional emails are one-to-one unique messages that your recipient is expecting to receive. They are usually triggered by the user and do not require an unsubscribe link. Examples include password resets, order confirmations, delivery updates, or requesting bank statements. These are all powerful touchpoints between you and your customers, who are expecting to not only receive the information based on actions they took, but to also receive the messages nearly instantly. Transactional email is responsible for providing the information your customers need and ask for.
To help paint the picture a bit more, we’ve visually teased out the differences across a brand’s three core messaging types: Transactional, Marketing, and Sales.