Transactional emails are automated messages sent in direct response to a specific action a user takes on your website or application.
You write the code for the event that should trigger an email, then connect it to our API or SMTP servers to send it. Common examples include order confirmations, shipping notifications, membership renewal notices, password resets, and account status updates.
TouchBasePro offers two types of transactional email: Smart and Classic.
Smart Transactional Emails
Smart transactional emails use the same templates you already build marketing campaigns from, so matching your brand look and feel is straightforward.
They are hosted on our servers, which means you do not need to store the email content or images yourself. Smart transactional emails are triggered via our API, support variables for personalisation, and if you import your own HTML you can also use the Liquid templating language.
Classic Transactional Emails
Classic transactional emails are the right choice if you prefer to host your email code on your own servers. When you send a classic transactional email, the content is stored on our servers for 30 days for sending and preview purposes. Metadata is kept permanently for reporting.
Getting More From Your Transactional Emails
- The customer journey. Every transactional email is a direct touchpoint with a real customer. Used well, these sends can grow your list, generate additional revenue, capture feedback, and turn a routine notification into a positive brand moment.
- Customer service focus. Put your support details front and centre, phone numbers, email addresses, and help pages should be easy to find. A customer who just placed an order and has a question should not have to search for a way to reach you.
- Consistent branding. Plain-text, unbranded transactional emails are still common, but they are a missed opportunity. Applying the same design standards you use for marketing campaigns makes your business look professional and keeps the experience consistent from the first touchpoint to the last.
- Mobile optimisation. Responsive design is standard for marketing email but still rare in transactional email, despite the fact that most transactional emails are opened on a phone. Test your templates on mobile before you go live.
- Value-added content. A post-purchase confirmation is a good place to explain how a customer gets the most from their new product, or to recommend relevant add-ons. The email has to contain the transactional information, but it does not have to stop there.
Need help getting your transactional emails set up? One of our dedicated Account Managers can walk you through it.
Frequently asked questions
- What is the difference between Smart and Classic transactional emails in TouchBasePro?
- Smart transactional emails are hosted on TouchBasePro's servers and use existing campaign templates, making them easy to brand and personalise via API and Liquid templating. Classic transactional emails are for teams who prefer to host their own email code, with content stored on TouchBasePro's servers for 30 days and metadata kept permanently for reporting.
- How are transactional emails triggered in TouchBasePro?
- You write the event code in your own website or application and connect it to TouchBasePro via the API or SMTP servers. When the event fires, a completed order, a password reset request, and so on, the corresponding email sends automatically.
- Can I include marketing content in a transactional email?
- Yes. Transactional emails must contain the relevant transactional information, but you can also include product tips, relevant add-on recommendations, or support resources. Keep the primary purpose clear and the marketing content secondary.