A transactional email is an automated email sent to a particular user based on some activity or interaction with your website, app, or service. It’s not sent to multiple people and isn’t scheduled beforehand.
For example, when you add something to your cart, don’t complete the transaction and you receive an email reminding you about it, that’s a transactional email. It’s sent after you have abandoned the cart (activity), it’s sent only to you (particular user) and not to a segment or whole list & it didn’t require any scheduling from a human (automated).
In contrast, it’s a marketing email when a single email might be relevant to a group of subscribers and it’s sent to them according to a predefined schedule. For example, a sale in your store in Seattle will be relevant to all the subscribers from that geography. Or an email about the launch of a new podcast is relevant to everyone on your list.
Now, I know you are here to know about the delivery of transactional emails. The point I want to highlight by clarifying the above difference is that transactional emails require almost instant, reliable, and secure delivery to the recipient. It shouldn’t get delayed, or in the worst case, lost in transit.
Your subscriber or customers won’t get mad if a sales email reached them after 3hrs it was sent by you. But their payment confirmation or password reset email is a different story. If they don’t receive it instantly, they will immediately think your services are not trustworthy and will end up choking your customer support inbox.
So, the delivery of your transactional emails is super important. And simply put, email delivery is said to be done when an email is successfully delivered to the receiving server.
An email that’s not delivered is said to be bounced. There are two types of bounces: a hard bounce, and a soft bounce.
A hard bounce occurs when an email address is invalid, a domain doesn’t exist, or your internet protocol (IP) is being blocked. This indicates a permanent reason to bounce. A good way to avoid your reputation being hurt because of this is to permanently suppress these or remove from the list.
A soft bounce occurs when the email address is valid and your IP is not blocked, but the recipient’s inbox is full or the server is down. This indicates a temporary problem. A soft bounced email may be delivered at a later time.
Transactional emails get the most engagement because everyone checks for order confirmation or waits for a password reset email, and then engages by opening the email or clicking the CTA.
This also gives you an opportunity to plug products they may like or ask them to engage with you on social media. Thus increasing your revenue, reach, and brand value.
To reap all these benefits, you need to make sure these transactional emails are delivered without a doubt.
First step you can take is to sign up for an ESP that has delivery as one of its core competencies. Introducing - SendX.
SendX has in-built SMTP servers & we don’t use third-party services for delivery. This ensures we have full control over delivery. We are able to make sure that protocols are configured perfectly to ensure the highest levels of delivery.
At SendX, we add hard bounced email addresses to a suppression list. This means that even if you send an email to that address, delivery won’t be even tried. Continuing to try to send to a bad address will hurt your reputation with the receiver, so we avoid that actively.
SendX can ensure almost a 90% delivery rate and that’s one of the reasons that 3000+ global companies trust us with their transactional and marketing emails. You can check out for yourself here. You get a free 14-day trial. No credit card required.