Who this applies to#
- Use the transactional classification when the primary content completes or updates an agreed transaction or account relationship
What Transactional email requires#
- Keep routing information accurate and ensure promotional material does not become the message's primary purpose
What this does not require#
- A primarily transactional message is not required to use the commercial-message opt-out treatment described for promotional email, although other laws and promises can still apply
Common mistakes#
- Using an order reference to disguise a promotion
- Putting the operational information after dominant advertising
- Assuming every automated email is transactional
Transactional email checklist#
- Identify the agreed transaction
- Put the operational content first
- Limit promotion
- Keep routing accurate