Transactional Emails

A transactional email facilitates an agreed-upon transaction, or updates a customer in an existing business relationship. The primary purpose of the email must be transactional in both the subject line and body. It is permissible to mix in a marketing message/offer in the body. But if a marketing message/offer is added it cannot be the primary purpose of the email and must be included after the transactional content. The marketing portion can be up to 50% of the message as long as it is below the transactional content in the message. Examples of transactional emails include order confirmations, shipping notices, changes in account status, etc. Transactional emails are exempt from CAN-SPAM compliance in the US, but we suggest that all transactional emails adhere to our suggested best practices.
Tip: For more information on CAN-SPAM compliance, see CAN-SPAM Act in help.

Important Points To Remember:

  • Transactional email messages must not have false or misleading headers or subject lines.
  • The subject line must only reference the transactional purpose for the email. Marketing content in the subject line is not permitted.
  • The From Line must be the name of the company or entity who is party to the relationship with the contact.
  • Transactional information must be presented above or before any marketing content in the email message.
  • The transactional information must be presented more prominently than any marketing content.