The power of transactional emails as direct communication with customers is often overlooked by companies in favor of marketing emails. Julia Janssen-Holldiek, Director of the CSA, explores their importance and offers advice to make them arrive safely…

Have you ever forgotten your password for an online store? You click on “forgotten password”, then you go to your inbox to search for an e-mail allowing you to change this password. You wait, you refresh, you still wait, but nothing happens. Frustrated, you return to the site and click the send button again and wait for this email to arrive. Then, in a flash of genius, you check your spam. If you’re lucky, among the slump of offers to improve your manhood and false friendship requests, you’ll find the two advance emails. You choose the latter and continue to buy the desired product at the best reduced price of the moment.

Training & Co'm

If you’re unlucky, the emails just didn’t arrive. They got lost on the way as a result of a deliverability issue with the online store’s messaging system. It’s exasperating for you as a customer, but it’s disastrous for the online store. Transactional emails must be delivered each time to each client.

While marketers like to believe that their newsletters and promotional emails are so attractive that we want to read them all from the ground up, transactional emails are the ones we often expect and that we are much more likely to open and to read. This is because they are addressed to us personally and contain very specific information that is relevant to my present situation.

But what is a transactional email? defines it as a specific type of email message that accomplishes some kind of individual transaction ”. They are very personalized, they refer to a specific transaction, they may require an action from the recipient to complete the transaction and they are not sent en masse. In addition to the functions listed above, other types of customer communication by email that fall into the transactional category include:

  • Profile changes;
  • Double-Opt-In emails;
  • Shopping cart abandonment emails;
  • Personalized product recommendation;
  • Instructions for use for products purchased.

The power of transactional email

Transactional emails confirm that online processes are working properly. In a new world, where we have to get used to losing the kind of immediate feedback offered by face-to-face interaction, transactional email gives consumers the idea that the company they are dealing with has everything under control. They build trust and provide a moment of well-being – if treated well, transactional emails can go a long way to building customer loyalty. But beyond that, transaction emails grease the wheels of e-commerce. Reliable delivery to your customers is essential to “closing the purchase transaction” and ensuring continued success in the online world. This is all the more worrying when a transactional email is lost.

Give transactional emails the importance they deserve

First, how do you know when your transactional emails are arriving in your clients’ inboxes and what can you do about them? The simple answer would be to get support from an email service provider and take advantage of their expertise to analyze and optimize your emailing.

As Dr. Torsten Schwarz, email marketing expert explains, “Transactional emails play a fundamental role in customer relationship management. Companies would be well advised to work closely with emailing experts to get the most out of this interaction. Depending on the level of expertise and resources within the organization, the decision to outsource to an email service provider may or may not play a very important role – there are intermediate levels that can be defined individually. However, most companies don’t have the resources to hire experts for each of the tools they use. Using external specialists means that a business can focus on its core business. ”

How can I prevent the filtering of my emails?

How can you ensure deliverability? There are many reasons why your emails could “fly away” or, more prosaically, be filtered by the ISPs of your recipients. This can include maintenance of your contact database, authentication issues, or reputation management for your domains, to name a few potential issues.

Optimizing your transactional emails: internal or outsourced management?

Admittedly, it is possible to manage your transactional emails internally to reduce your costs and avoid depending on a third-party service. If you take this route, the CertifiedSenders Alliance (CSA) provides information and advice on topics such as Bounce Management, how to configure DKIM for authentication, and how to ensure legal compliance. (Disclosure: If you get the correct compliance, most of the other things fall into place for email deliverability).

However, outsourcing your transactional emails to a professional email service provider offers significant benefits in terms of list and bounce management, reputation management, authentication and technical standards as well control of deliveries. Having an email service provider means that businesses can focus on their core business and keep doing what they do best.

In addition, having a professional email service provider certified by the CSA adds the advantage of being able to use the CSA whitelist. That way, it would be much easier for important messages to get to where they should be.

Interested brands can find an email service provider CSA certified here: and / or on the portal

This is an abridged version of the article. The full article can be read at

About the Author :

Julia Janssen-Holldiek became a member of the CSA team in 2014 and director in 2017. She is passionate about creating and implementing quality standards for commercial emailing. Before arriving at the CSA, she worked for several years in the Marketing and Sales department at Dell. Julia studied Business Administration at the University of Cologne and the Torcuato di Tella University in Buenos Aires.