Is My Email Transactional?

If you are unsure whether an email you want to send is transactional, locate the type of message in this section for more information.

Email Type Transactional More Info
Abandoned cart Yes Notifies a contact that they have not returned to a cart that contains items. You can send an abandoned cart email or email series only if the contact has Active status. If the contact has Transactional status, then you can send a one-time abandoned cart email. Your email must identify the sender and contain an unsubscribe link. Do not send an abandoned cart email series for marketing purposes. Do not send an abandoned cart email to contacts in jurisdictions that require opt-in consent.
Account creation Yes Notifies a contact that their account is now active.
Account status Yes Notifies a contact that the status or state of their account has changed. Account status or state can, for example, refer to membership, account balance, or subscription.
Bid Yes Notifies a contact that they have successfully bid for an item. You can send a follow-up email to notify the contact that they did or did not win the bid. Do not send an email to notify the contact of a subsequent bid.
Billing Yes Notifies a contact about a billing action or status. A billing action or status can, for example, refer to payment, a rejected transaction, or an overdue payment.
Birthday or anniversary No Notifies a contact of a special offer that you award to the contact on their birthday or other type of anniversary. Note that a birthday or anniversary message that includes a special offer or discount is a marketing message.
Change in terms Yes Notifies a contact of a change in their terms of service or usage for a product they have purchased.
Contest winner Yes Notifies a contact that they have won a contest.
Employer to employee Yes Notifies a contact of pertinent information from their employer. For example, the employer can send changes to employee benefits.
Enhancement No Notifies a contact of an enhancement to a product, resource, or service. Note that an enhancement message is a marketing message.
Feedback No Comments on postings or feedback on products are not considered transactional.
Forward to a friend Yes Requests a contact to forward to a friend a link to your website. Your message must show the URL. Do not add the contact to a marketing stream or list. Do not create a forward-to-a-friend email series. A forward-to-a-friend message must not invite the contact to join or participate in a campaign or event.
Gift card balance or account balance Yes Notifies a contact of the balance on their account or gift card.
Gift card notification Yes Notifies a contact that they will receive a gift card.
Invitation No Invites a contact to join a campaign or event. Note that an invitation message is a marketing message.
Legal notification Yes Notifies a contact of legal action that pertains to a product they have purchased.
Out of stock or delay Yes Notifies a contact that an item is back in stock, back on order, delayed, or out of stock.
Password reset Yes Notifies a contact that their password is changed.
Policy update Yes Notifies a contact of a change to a policy or policy expiration.
Product feature Yes Instructs a contact how to use a product they have purchased. Do not make a product feature email series.
Product recall Yes Notifies a contact of a recall for a product they have purchased.
Product review No Requests a contact to write a review for a product. Do not create a product review email series. A contact may complain about being solicited for a review, in which case the privilege to send product review messages may be revoked.
Rebate Yes Notifies a contact of a rebate for a product that the contact has purchased.
Refund Yes Notifies a contact of a refund for a product that the contact has purchased.
Reminder No Appointment reminders, offer expiration, and time-running-out emails are not considered transactional emails.
Re-order No Note that re-order messages are marketing messages.
Rewards program Yes Notifies a contact of an awards program. Do not create a rewards program series.
Safety or security Yes Notifies a contact of a safety or security issue for a product they have purchased.
Shipping confirmation Yes Notifies a contact that their product has shipped. A shipping confirmation message must include a reference or order number and reference the product that was purchased.
Survey No Requests a contact to participate in a survey. Do not create a survey email series. A contact may complain about being solicited for a survey, in which case the privilege to send survey messages may be revoked.
Tell a friend No Requests a contact to tell a friend about your organization, campaign, or product. Note that a tell-a-friend message is a marketing message, but is not transactional because it does not include a specific transaction. For example, a tell-a-friend message does not include a URL to an article on your website.
Thank you No Thanks a contact for their choice, for example, to order from your organization or act on a call to action. Not that a thank-you email is a marketing message only if the email includes a transaction.
Warranty information Yes Notifies a contact of warranty information for a product they have purchased.
Welcome Yes Welcomes a contact after the contact opts-in or signs-up to receive information or offers from your organization. A welcome email must identify the sender, and contain a URL to unsubscribe link. Do not create a welcome email series.
Wishlist Yes Notifies a contact of the content of their product wishlist on your website. Do not send a wishlist email to contacts who do not opt-in to receive this type of message.