Step 2: Connect Transactional Messages

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Transactional letters are understood to be primarily of a technical nature: password recovery, purchase confirmation, order status change. They are sent in response to the client's actions and are delivered instantly.

Usually, such letters are left to the developers, because they cannot directly sell or advertise anything. However, marketers should control their visuals and content. After all, according to Smart Insight statistics , transactional messages can increase revenue by 33%. How is this possible? It's all about the loyalty of mailing services to such traffic: according to AVARI research , the open rate of transactional letters is 4-8 times higher than that of others.

This is how Chitai-gorod notifies that the payment has been rejected.

Payment Rejection Notification
Letter informing that payment for an order has failed



And this is a letter from Steam about recovering your account password.

Account password recovery
Letter with code to change account password



The DashaMail service allows sending such botim database service letters using the transaction API . At the same time, summary statistics can be obtained directly in your personal account.

Step 3: Implement trigger scenarios
Triggered emails are a response to a specific action or inaction by a subscriber. They demonstrate good click-through rates compared to mass mailings due to narrow personalization: according to a MarketingCharts report , the open rate is 25% versus 14.2%.

There are many types of trigger mailings. Don't rush to grab everything at once. The choice of triggers and the number of letters within the chain depends on specific business tasks.