Transactional Emails
Overview
Transactional emails are essential communications that relate to a fan's purchase or account activity rather than marketing or promotional content. Because these messages contain required information about an action the fan has already taken, they are exempt from standard marketing unsubscribe rules.
Using the Transactional Email feature ensures these critical messages are delivered to fans, even if they have previously opted out of your general marketing emails.
Acceptable Use & Compliance
Important: Adding promotional content to a transactional email voids the transactional exemption in Canada and can reintroduce CAN-SPAM's unsubscribe-link requirement in the US.
Only use this feature for non-marketing messages tied to a purchase or account activity. Qualifying transactional content includes:
Confirming or completing a transaction
Receipts and billing notices
Delivery or shipping updates
Account or security notices
Warranty or recall information
Directions to a venue
Parking information
Gate times
Schedule/time change
How to Send a Transactional Email
Build your email: Navigate to the Email Builder and create your communication as usual. Ensure your content is strictly non-promotional.
Toggle the setting: In the email settings area next to the Email Type dropdown, check the box labeled Transactional.
Note the Email Type: Once enabled, the standard "Email Type" (Subscription Group) dropdown will be disabled, as transactional sends do not rely on standard marketing subscription groups.
Review the reach: By the audience, you will see an updated count indicating exactly how many fans are being included in this send.
Sending & Reviewing Reach
When you click "Review & Send," the final confirmation screen will summarize your total reach. If your audience includes fans who previously opted out of marketing, the system will explicitly highlight how many opted-out fans are included in the final count, reminding you that it is a Transactional send.
Tracking & Reporting
You can easily identify which of your past communications were sent as transactional.
Navigate to your Email List.
Open the Email Details view for a specific sent or processing email.
Check the Email classification row. If the email was sent using this feature, it will be labeled as Transactional and will display the number of opted-out fans who were successfully included in the delivery.