Automated emails triggered by a customer action — like order confirmation, shipping notification, password reset, or account creation.

Unlike marketing emails, transactional emails are expected, often opened immediately, and required for a functional ecommerce experience.

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Transactional emails are some of the most-opened emails you'll ever send — and yet they're often the most neglected. Brands spend hours perfecting their marketing emails, then leave their order confirmations looking like a 1998 Excel spreadsheet.

That's a huge missed opportunity.

Transactional emails are a touchpoint where customers are highly engaged. They just bought from you, or they're waiting for their order to ship, or they're resetting a password because they want to log in and buy again. These moments matter.

At minimum, transactional emails should:

• Be on-brand (use your logo, colors, fonts, voice)
• Be clear and functional (people need to find their order number, tracking link, etc. instantly)
• Reinforce trust (confirm what they bought, when it's arriving, how to contact you)

But the best transactional emails go further. They:

• Include a personal thank-you or message from the founder
• Suggest complementary products or content (cross-sell, but gently)
• Remind customers of your return policy or guarantee
• Link to helpful resources (care instructions, how-to guides, FAQs)
• Set expectations for what's next (when to expect shipping, when to expect delivery)

Transactional emails are handled through your ESP (email service provider) or directly in Shopify. Most platforms let you customize templates with some light design work.

Examples / tips:

• At minimum, customize your order confirmation and shipping notification emails — these are your highest-touch moments.
• Use a warm, conversational tone. "Thanks for your order!" beats "Transaction completed."
• Include a clear CTA — but make it helpful, not salesy. ("Need help? Reply to this email" or "Track your order here.")
• Set realistic expectations. If shipping takes 3-5 days, say so in the confirmation email.
• Test your transactional emails by placing a test order and reading them on your phone.