---
title: What Marketers Should Know About Transactional Email
description: This article, by our partner Marketo, explains what transactional emails are, best practices in using them, and why your organization should be sending them.
---

[BAM! (Better Association Marketing) from HighRoad Solution ](https://www.highroadsolutions.com/blog)

# [What Marketers Should Know About Transactional Email](https://www.highroadsolutions.com/blog/what-marketers-should-know-about-transactional-email)

 Written by [Jeanette Hausner](https://www.highroadsolutions.com/blog/author/jeanette-hausner) | 7/29/16 2:00 PM

Transactional email is a personalized email that is system triggered in response to some type of online transaction by a subscriber with your organization.  Transactional emails are an excellent way for you to increase engagement with your subscribers by offering them personalized content and offers based upon their previous transaction.  Multiple surveys have shown that this type of email is far more effective in engagement,  result in greater brand loyalty, and deliver higher ROI. Unfortunately, according to Experian, only 40% of all marketers are sending transactional email.  If you are in the 60% of marketers who are not yet utilizing this type of email, Kevin George at [Marketo](http://blog.marketo.com/2016/07/6-types-of-transactional-emails-that-every-email-marketer-should-know.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+modernb2bmarketing+%28Marketo+Marketing+Blog%29&mkt_tok=eyJpIjoiWXprM1l6VXhZbU13WVRKbCIsInQiOiJHQVpiODZGUDlocFwvT3BuNjY1enZwOWlFSGtiV2NHb2FhNkdvZU1MRnREamEzT2tTMk1nYlpnTzFKWnJBbW9ZS1JObzQ1UnJGUGdIM3lyZ3J4Z21DSFBZVGFXUFFyS21wMjNcL1BYWURmZ0J3PSJ9), has written a great article that you should read.  In the article, Kevin lists some best practices when developing a transactional email campaign and six types of transactional emails you can send to your subscribers, based on their unique behavior.

 

  

 

 <http://blog.marketo.com/2016/07/6-types-of-transactional-emails-that-every-email-marketer-should-know.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+modernb2bmarketing+%28Marketo+Marketing+Blog%29&mkt_tok=eyJpIjoiWXprM1l6VXhZbU13WVRKbCIsInQiOiJHQVpiODZGUDlocFwvT3BuNjY1enZwOWlFSGtiV2NHb2FhNkdvZU1MRnREamEzT2tTMk1nYlpnTzFKWnJBbW9ZS1JObzQ1UnJGUGdIM3lyZ3J4Z21DSFBZVGFXUFFyS21wMjNcL1BYWURmZ0J3PSJ9>

[View full post](https://www.highroadsolutions.com/blog/what-marketers-should-know-about-transactional-email)

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