Transactional Messages Overview

Transactional messages are messages that may be sent to users who have opted out of receiving commercial messages. For example, a company may send a transactional message as notice that it’s updating the Terms of Service or its Privacy Policy.

To avoid any potential violation of applicable law, transactional messages should not contain any type of marketing content, including:

  • Abandoned cart messages
  • Coupons or promotional codes
  • Messages that contain advertisements in addition to factual information. For example, adding a section that contains related items in a purchase receipt or shipping confirmation email.
  • For more specific guidelines on sending Transactional messages, consult your legal counsel and check the FTC FAQ.

    How to Mark a Template as Transactional

    For existing templates, from the classic HTML template editor:

    1. Locate the “Transactional” button in the main toolbar of all your HTML Templates.
    2. Clicking this button opens a display. Select the checkbox to apply the Transactional setting.
    3. Image of popup asking the user to make a template transactional and reminding the user that these emails must comply by privacy laws.

    4. You’ll see a pop-up window reminding you that the template must meet your local regulations and policies for a ‘transactional’ message.
    5. Save the template to confirm the changes. Your template is now a Transactional message.


    Contact Support or your Customer Success Representative to mark an email created in Email Composer as a Transactional.

    Receiving Transactional Messages

    Users who will receive Transactional messages:

    • Users with a Valid status (no opt-out status set)
    • Users with an Opt-out(Marketing) status


    Users who will not receive Transactional messages:

    • Users with an Opt-out(All) status
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