Top 10 Tips in Creating Excellent Transactional Emails for B2B Marketing Purposes

A recent survey conducted by SendGen reveals that transactional emails are helping expand the B2B leads database of many companies while enabling them to better retain existing clients. The study closely follows the correlation between the increase in email-triggering web apps and the sending rates for transactional emails which have now topped 600,000 per month. SendGen’s data also show that 26% of the email marketers surveyed are using transactional emails in the B2B setting.

This post discusses ten best practices in creating and sending transactional emails to recipients from a targeted B2B leads database.


Although originally intended to be sent in response to a specific action (or inaction) from the email recipient, transactional emails are now being used in other marketing and sales activities such as up-selling/cross-selling, branding, customer relations, etc. which have expanded their primary roles like password confirmation, account verification, purchase/shipping updates, and others.

If you’re planning to send transactional email in your own campaign to generate fresh leads online or for any other purpose, the following tips might help you out a lot:

1. Use a valid email address. Make sure that your From line contains a valid email address that clearly shows the name of your company or a traceable source. Most transactional emails typically use a From address of the form “” However, this is considered to be somewhat misleading and rude.

2. Practice personalization. Your transactional email’s greeting, closing, and text body should contain personalized fields based on the data provided by your leads database. This ensures a more engaging reading experience for your recipient. Also, make sure to express your gratitude whenever appropriate.

3. Provide description of trigger event. Your transactional email should include some description of the event that led to the message sending. For example, include a quick explanation about the registration process that triggered the welcome or thank-you email.

4. Craft a clear subject line. The key to an effective transactional email subject line is to make it action-oriented. Avoid excessive hype or spam-triggering items. See to it that your subject line clearly indicates the purpose of your email in order to provide a strong reason for your recipients to open your message.

5. Provide appropriate links. It’s a good idea to include links to related material found elsewhere online to generate fresh leads or to deepen your business relationship with your subscribers. You can provide links to related online content, cross-selling/up-selling offers, homepage, product info, and others. You SHOULD provide links to your privacy policy and contact data management practices.

6. Give strong calls to action. Just because transactional emails result from your recipients’ action doesn’t mean you don’t need to offer them a clear set of options on what to do next. Make sure to include calls to action that are appropriate for the process your transactional emails are a part of.

7. Make it easily readable. Similar to normal emails, your transactional messages need to use concise sentences, bullet points (if appropriate), and other characteristics that enhance their readability.

8. Capture key points in text. Using embedded images to convey crucial parts of your message carries the risk of being overlooked or missed due to improper loading. That’s why your most important points should be expressed in text form.

9. Include security guarantee. By their very nature, transactional emails require higher degrees of privacy and confidentiality. Again, you need to link back to your privacy policy statements and indicate what you intend to do with your recipients’ email address as well as other data they have shared.

10. Apply your brand character. Make sure that you express the personality that represents your brand in every transactional email you send. Treat your transactional emails in a similar way you develop and manage other email messages.