Transactional notifications are automated messages sent in response to a specific user action or system event. Password resets, order confirmations, payment receipts, and security alerts are all transactional notifications. They're expected, they're timely, and unlike marketing messages, they don't require explicit opt-in.

This guide covers how transactional notifications work, what makes a good one, and real examples across email, SMS, and push.

What is a transactional email?

A transactional email is an automated message triggered by a user action or system event, sent to a single recipient with information specific to their account or activity. Think order confirmations, password resets, shipping updates, and invoice receipts.

Transactional emails differ from marketing emails in one critical way: their primary purpose is to deliver information the user needs, not to promote a product or drive a sale. That distinction matters legally. Under FTC CAN-SPAM guidelines, transactional emails are exempt from opt-in requirements, as long as they don't include promotional content.

Transactional email examples

Transactional emails have some of the highest open rates of any message type, often 40-60%, because users are actively waiting for them. For a broader look at what good notification design looks like across types, see 20 notification examples that actually drive engagement. A failed payment alert or a login verification code isn't optional reading.

One important constraint: adding promotional content to a transactional email can reclassify it as a marketing message under CAN-SPAM, which requires opt-in. Keep them purely informational.

What is transactional SMS?

Transactional SMS messages are text messages triggered by user actions or system events, sent to deliver time-sensitive information directly to a user's phone.

SMS is the right channel when speed and visibility matter most. Texts have a 98% open rate and most are read within three minutes of delivery. For anything where a delay has real consequences, SMS is often more reliable than email.

Transactional SMS examples

SMS compliance is stricter than email. In the US, TCPA rules require prior written consent even for transactional SMS in many cases. Regulations vary by country, so check local rules before sending.

What are transactional push notifications?

Transactional push notifications are alerts sent to a user's device in response to an account event or user action. They appear in a user's notification tray whether the app is open or not, which makes them useful for anything time-sensitive.

Unlike marketing push notifications, which promote offers and need explicit opt-in, transactional push notifications are triggered by things that already happened in the user's account. The user initiated something, or something changed that affects them.

Transactional push notification examples

Push notifications require explicit opt-in on both iOS and Android. Even transactional ones. That's a key difference from email, where transactional messages can be sent without opt-in under CAN-SPAM.

Transactional vs. marketing notifications: what's the difference?

The line between transactional and marketing isn't always obvious. Here's how to tell them apart:

The fast test: ask yourself whether the user is expecting this message because of something they did or something that happened to their account. If yes, it's likely transactional. If you're sending it to drive a conversion or promote an offer, it's marketing.

The gray area: abandoned cart emails. A "your cart expires in 24 hours" message with no promo is arguably transactional. Add "complete your purchase and save 15%" and it becomes marketing, requiring opt-in.

Which channel should you use for transactional notifications?

Most products need more than one channel. A payment confirmation might go to email for the receipt and push for the real-time alert. When users can set their own preferences, engagement goes up and unsubscribes go down.

If you're managing transactional notifications across multiple channels, Courier lets you route messages to the right channel per user, with automatic fallback if a channel fails. You can build once and deliver across email, SMS, push, Slack, and more without maintaining separate integrations.

Frequently Asked Questions

Do transactional notifications require opt-in? For email, no. CAN-SPAM exempts transactional emails from opt-in requirements as long as they don't include promotional content. For SMS, opt-in rules vary by country and use case. For push notifications, iOS and Android both require explicit opt-in regardless of message type.

Can I add a promotional offer to a transactional email? No. Adding promotional content to a transactional email can reclassify it as a marketing message under CAN-SPAM, which requires opt-in. If you want to include an offer, send a separate marketing email to opted-in users.

Is an abandoned cart email transactional or marketing? It depends on the content. "Your cart expires in 24 hours" with no promo elements can be transactional. "Complete your purchase and save 15%" is marketing and requires opt-in.

Do I need separate infrastructure for transactional and marketing messages? Yes, and it matters. Transactional emails sent from the same IP or domain as low-performing marketing campaigns can see degraded deliverability. Keep them on separate sending infrastructure to protect your sender reputation.

What's the difference between transactional and product notifications? Transactional notifications respond to something that already happened (a payment, a login, an order). Product notifications are proactive: they guide users toward features, announce updates, or encourage engagement. Product notifications typically require opt-in through push or email.

Conclusion

Transactional notifications are the backbone of any product that moves data, money, or user state. They're expected, they're time-sensitive, and when they fail or get misclassified, users notice.

Get the basics right: keep transactional messages purely informational, use the right channel for the job, and don't mix promotional content into messages that users are relying on.

If you're building or scaling a notification system, Courier's transactional notification infrastructure handles routing, fallback, and multi-channel delivery so you're not rebuilding the same logic across every provider. See how sending works or request a demo to see it in action.

For more on how transactional notifications fit into the bigger picture alongside product and marketing messages, see Transactional, product, and marketing notifications: what are the differences?