Transactional mails

What are transactional emails?

Transactional emails are automated emails triggered by a specific action taken by the customer. Unlike newsletters and promotional emails, which are sent in bulk, transactional emails are personalized and context-specific—they contain information that customers expect and actively seek out.

Precisely because they are expected, transactional emails have open rates of 60–80%—far higher than newsletters (15–25%). This makes them a valuable touchpoint in the customer journey.

Types of transactional emails in an online store

Order Confirmation

The most important transactional email. Sent immediately after a purchase, it confirms order details, price, shipping address, and estimated delivery time. It puts the customer’s mind at ease and reduces inquiries to customer service.

Payment Confirmation

Confirms that the payment has been processed and displays payment details. Relevant for online stores that separate order confirmations from payment confirmations.

Shipping Notification

Sent when the order has been shipped. Includes a tracking number and a link to track the package. One of the emails customers open most frequently because they want to know when the package will arrive.

Delivery Confirmation

Confirms that the order has been delivered or is ready for pickup. For stores that offer pickup, this may include an email when the order is ready and another after pickup.

Invoice

Sent as a receipt with all transaction details. Important for business customers who need it for bookkeeping.

Password Reset

Automatic email with a link to reset the password. Time-sensitive—must be sent immediately.

Review Request

Sent a few days after delivery, asking the customer to leave a review. Reviews build social proof and improve SEO.

In-Stock Notification

Informs customers that a sold-out product they’ve shown interest in is now back in stock.

Transactional Emails in Shoporama

Shoporama offers a comprehensive system of transactional emails, all of which can be customized using templates in your theme:

• Order Confirmation (after_purchase) — Sent automatically after purchase with order details
• Payment Confirmation (payment_mail) — Confirms that payment has been processed
• Shipping notification (order_sent) — Includes a tracking number upon shipment
• Ready for Pickup (order_ready_for_pickup) — For stores with pickup options
• Picked Up (order_picked_up) — Confirms that the order has been picked up
• Invoice (invoice) — Detailed invoice
• Dropshipping Invoice (invoice_dropshipping) — Invoice for the supplier
• Credit note (order_credit) — For refunds
• In-stock notification (in_stock_mail) — Product back in stock
• Cart reminder (basket_mail) — Abandoned cart email
• Review request (product_review_mail) — Request a product review
• Return label (return_label) — Return label for the customer
• Password reset (user-reset-password-mail) — Reset password
• Loyalty Points Reminder (user-points-expires-mail) — Points About to Expire

Optimizing transactional emails

• Design and branding: Transactional emails should look professional and align with your brand. Use your logo, colors, and typography.
• Product recommendations: Add product recommendations to the order confirmation. This is your best chance for upselling, since the customer has just demonstrated a willingness to buy.
• Social sharing: Include buttons to share the purchase or the store on social media.
• Mobile optimization: More than half of recipients open emails on their phones. Always test the mobile view.
• Clear CTAs: “Track Your Package,” “Write a Review”—give the customer a clear next step.