Transactional Emails
HOW-TO
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.
Who can do this
Users with access to the Email Builder.
Before you begin
Acceptable Use & Compliance: Only use this feature for non-marketing messages tied to a purchase or account activity. 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.
Qualifying transactional content includes:
Confirming or completing a transaction (receipts, billing)
Delivery or shipping updates
Account or security notices
Warranty or recall information
Directions to a venue, parking information, gate times, or schedule changes
Steps
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 dropdown will be disabled, as transactional sends do not rely on standard marketing subscription groups.
Review the reach: Next to the audience selection, you will see an updated count indicating exactly how many fans are being included in this send.
Expected outcome
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.
After sending, you can verify the classification by navigating to your Email List, opening the Email Details view, and checking the Email classification row. The email will be labeled as Transactional.
Tips and notes
Promotional Content Warning: Even a small amount of marketing language, such as "Check out our upcoming sale!", in a transactional email can lead to compliance issues. Keep these messages strictly functional.
Support escalation
If you are unsure if your content qualifies as transactional, please contact your FanThreeSixty representative or support team for guidance.