With most of the focus going to marketing emails it’s easy to forget another important type of emails and their deliverability rates – Transactional email. By this I mean communicational emails like “Order Confirmation” or “Important Account Update”.
Compared to marketing emails, the open rates tend to be a much bigger deal with transactional emails, since these are usually very important messages for your users and customers. There are several simple things you can do to help these stay out of the Junk folder.
1. Use a separate IP for your transactional emails
Yes, I know you take great care to keep your marketing emails relevant and performing well, and I’m sure don’t send spam, but the spam filter may disagree. If your marketing emails get ignored, it might hurt your overall deliverability, at least for that contact, and at most, for that ESP.
It’s important to keep your marketing campaigns separate from your crucial client communication, so start with using a separate IP address.
2. Don’t forget the Unsubscribe links
ESPs are pretty strict on this one, and may just flat out move you to the Junk folder if you don’t give ALL of your recipients opt-out links.
This one is a common mistake. Although you may think that your users wouldn’t want to unsubscribe from your notifications, you would think wrong. My suggestion is to have the unsubscribe link take them to a Notifications Settings center, where they can manage what kind of transactional emails they get from you.