Transactional email guide: Best practices & examples

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Transactional emails are more than just routine updates — they’re a direct line of communication with your customers and a chance to make a lasting impression. Unfortunately, some ecommerce businesses still overlook their potential, treating them as mere formalities rather than powerful tools.

When done right, transactional emails can go beyond simply confirming an order or providing shipping details. They can build trust, loyalty, and even drive repeat sales by delivering a thoughtful, branded experience that customers remember.

In this guide, we’ll showcase some of the best transactional email examples to inspire you and share actionable best practices to help you create messages that truly resonate.

What is a transactional email? 

A transactional email is an automated message sent to an individual recipient in response to a specific action they’ve taken. These emails provide specific information and can be in the form of order confirmations, shipping updates, or password resets. 

Recipients expect these emails because they contain important details about their interaction with your business. 

Transactional email vs. marketing email: What’s the difference? 

A common misconception about transactional and marketing emails is that they are two different names for the same type of communication. However, these emails are designed for different purposes and are sent at different times.

Transactional emails are one-on-one communications triggered by a specific user action, such as making a purchase. They don’t require an unsubscribe link.

In contrast, marketing emails are designed to persuade the audience to act, such as purchasing or signing up for a service. These emails are sent to multiple recipients and are consent-based.

Why transactional emails matter for ecommerce

Transactional emails are vital for ecommerce businesses because they promote customer trust, satisfaction, and retention. 

When a customer places an order, receiving confirmation of their purchase is essential to boost their confidence in the transaction process. Implementing email automation reinforces your brand’s reliability, reassuring customers that you’re on top of things.

According to Omnisend’s 2024 email automation performance report, transactional messages such as order and shipping confirmations have above-average open rates.

Transactional messages provide timely updates, but click rates vary. This is because shipping confirmations often include more actionable links like tracking a package, while order confirmations mainly reassure the customer. 

However, order confirmations may lead to slightly more sales because they often suggest additional products the customer may be interested in. Customers are still engaged right after making a purchase, making them more likely to act on these suggestions. 

Types of transactional emails 

Transactional emails are triggered by customer activity. When a lead performs a particular action, you need to follow up and continue the interaction. While the specifics can vary from brand to brand, these messages are a great way to get started with transactional emails:

• Order notifications: Customers expect a confirmation email after they make a purchase and should include information about the products they ordered, the shipping address, the expected delivery date, and any other relevant details
• Shipping notifications: Buyers will start worrying about their order if they don’t receive consistent tracking updates
• Customer feedback requests: After a customer has a chance to try out their new item, it’s a good idea to get in touch and ask about their experience with a feedback request
• Password resets: If a user loses their password, it should be easy for them to regain access to their account through a password reset email
• Cancellation notifications: This transactional email confirms that a customer has canceled their order and notifies them via an order cancellation email
• Account creation: When a customer successfully creates an account, it’s essential to send a confirmation email reassuring them that their account is set up and ready to use
• Security checks: If suspicious activity occurs, such as failed logins or account changes, a security check or a verification request email notifies customers to protect their account

Transactional email examples

Now that we’ve covered some of the most common transactional emails, let’s look at some real-life examples of each type:

1. Order confirmation 

The transactional email confirming the order and details are sent to customers. It reassures the customer that the order has been placed.

For example, this Crocs email exemplifies efficient communication. It starts with a thank-you note specifically addressed to the buyer and then prominently displays key information like order number, billing, and shipping details. 

The email also includes helpful options like “Cancel your order” and “VIEW ORDER DETAILS” so that the customers can take quick action right from the email itself.

This informative email ensures recipients can access essential information quickly without sifting through unnecessary details. It helps prevent frustration and reduces the likelihood of customer inquiries or confusion.

2. Shipping confirmation 

Lack of timely shipping notifications can create uncertainty for customers regarding their order status, often prompting them to contact customer service for updates. This takes up the customer’s time and can create a negative experience for them. That’s why shipping confirmation emails are key to providing a sense of relief that their order is on the way. 

Generally, these emails also have a tracking ID or live tracking facility that lets the customer know the time for order delivery. That said, a good shipping confirmation email should go beyond just stating that the order is on its way. 

This shipping confirmation example from Prima Coffee clearly states that the order has been shipped. It provides a direct link for tracking and reassures customers that they’ll receive further updates on delivery. The notification provides a helpful contact point for questions customers may have about the order:

3. Customer feedback request 

Measuring customer satisfaction is an effective strategy ecommerce businesses can leverage. It gives your brand direct insights into what customers love and where there’s room for growth.

Customers will likely share opinions when the process is easy and quick rather than being bogged down by lengthy forms. The key is not to overwhelm customers.

This feedback request email from Best Day Brewing is a perfect example. It asks a simple question and then provides a clickable scale so customers can respond in seconds. The minimalistic design and short message demonstrate respect and appreciation for the customer’s time while maintaining a personal touch:

4. Password reset 

Nowadays, users juggle dozens of online accounts, so forgetting passwords is inevitable. A password reset is an essential transactional email that serves as a security measure.

For example, this Roku Password Reset email illustrates best practices for password recovery. It includes a prominent “Reset Password” button that simplifies navigation, a 24-hour expiration notice, and clear instructions addressing common issues like spam filters or mistaken recipients. 

Additionally, it reassures users with a link to customer support for inquiries while avoiding including sensitive information.

This transactional email demonstrates your brand’s attention to customer needs and security concerns that build trust:

5. Cancellation confirmation 

When a customer receives an order cancellation email, it’s often a moment of disappointment. This is especially true when it’s a merchant-initiated cancellation due to unavailability or payment issues at the last minute.

However, when this occurs, customers need clear communication to avoid confusion about refunds, future charges, or alternative products.

This Nordstrom cancellation email explains the product’s unavailability with transparency and empathy. It reassures the customer they won’t be charged and outlines refund timelines. 

It also offers value through virtual styling services and personalized product recommendations, turning a setback into an opportunity to re-engage the customer:

6. Account creation 

When customers create an account, they signal their interest in long-term engagement with your brand.

An account creation email plays a crucial role in confirming their intent. When done right, this transactional email can increase account activation rates simply by making the confirmation process seamless and non-intrusive. 

For example, this Depop email perfectly balances simplicity and functionality. It begins with a personalized greeting and an engaging product image, followed by a short message and a prominent “CONFIRM NOW” button. This makes it easy for users to complete the process quickly:

7. Security check

A security check transactional email alerts users to unusual activity like password fails or logins from different devices. 

This email example from Blizzard Entertainment highlights a potential security risk (a new login attempt) and provides clear instructions for users to secure their accounts by changing passwords. 

It includes a simple message on what to do in case of an unauthorized login attempt. The straightforward and urgent tone ensures users act quickly, reassuring them that their account is actively monitored for suspicious activity. 

From a business perspective, prompting users to act helps reduce the risk of data breaches or account misuse, which could otherwise harm customer trust and brand reputation.

Best practices for transactional emails 

Transactional emails undoubtedly play a critical role in shaping customer experiences. Here are some best practices to follow when crafting effective transactional emails:

1. Keep it clear and concise: Customers expect fast, actionable information. Focus on what’s most important and avoid jargon or unnecessary details that could overwhelm them.
2. Maintain brand voice: Transactional emails should align with your brand’s tone and style. This creates a cohesive experience and strengthens your brand’s identity.
3. Ensure deliverability: To ensure your emails reach inboxes, avoid spam triggers like excessive punctuation or deceptive subject lines. Test your emails to ensure they pass spam filters and reach the recipient’s inbox.
4. Use clear CTAs: Actionable buttons should be prominent and easy to click. Clear CTAs drive engagement and improve user experience by guiding recipients toward their next step.
5. Optimize for mobile devices: Most users check their emails on mobile devices, so ensure your emails are mobile-friendly. Use responsive design and visible text. 

How to automate transactional emails 

Automating transactional emails isn’t just a convenience — it’s essential for scaling your ecommerce business. Given their role in ensuring accurate communication, keeping them consistent and free from human error is crucial.

With transactional email software like Omnisend, you can maintain clear, tailored messaging for each customer. This omnichannel ecommerce automation tool helps streamline your transactional email process.

Omnisend offers pre-built templates that require no technical expertise to design. Automating your transactional emails ensures customers receive timely updates. 

Wrap up 

Transactional emails are crucial yet often underutilized tools for ecommerce businesses. Triggered by customer actions, they help build trust, enhance engagement, and drive repeat business. 

From order confirmations to shipping updates and feedback requests, each type of transactional email keeps customers informed and engaged. Automating these emails also helps streamline customer communication, allowing you to focus on growth strategies.

Best practices such as clear communication, brand consistency, and deliverability can help you maximize the effectiveness of your transactional emails.