Learn how to set up important transactional emails inside Klaviyo that are triggered when your subscribers purchase or interact with your brand. Additionally, customers expect these emails and will search for them in their inbox. For this reason, transactional emails are sent to almost all customers and should not contain any marketing content. Even customers that are suppressed receive transactional emails; the only exceptions are if the suppression reason is due to an email bouncing too many times, the email was invalid, or the customer previously marked a message as spam.
In Klaviyo, transactional emails are delivered through flows, as they must be sent in response to an action the customer took. Additionally, transactional emails are marked on a per-email basis, not a per-flow basis. This means that you may have one email within a flow that is considered a transactional email, while the other emails in the series are considered marketing content. For example, you may have a post-purchase flow in which the first email is a transactional order confirmation, while the subsequent marketing emails are aimed at generating product reviews and cross-selling related products. There is no customer-facing indication that a message is considered transactional.
You cannot have an entire flow that is deemed transactional, though it is possible to create a flow in which all the emails are transactional.
The Difference Between Transactional and Marketing Emails
While both transactional and marketing emails can be sent in response to an action a customer took, it is important to differentiate between the two. As a rule of thumb, a trigger-based email that is geared at relaying essential information to the customer rather than generating sales can be considered a transactional email. Common transactional emails include:
- Order confirmation
- Shipping confirmation
- Account created confirmation
Triggered emails that are not considered transactional emails include:
- Welcome series
- Abandoned cart
- Product review/cross-sell
- Browse abandonment
- Surveys or quizzes
- Reviews of products
- Replenish or order renewal reminders
- Back in stock notifications
- Tell a friend or share sales/promotions
- Birthday or anniversary notifications
Another key distinction between marketing and transactional emails is the fact that transactional emails are not tied to whether or not someone has subscribed or otherwise opted in to receive emails from you. Even if a customer has unsubscribed from marketing emails, they would still expect to receive transactional messages around orders or administrative account activity. Because of this, emails marked as transactional in Klaviyo will still send to suppressed recipients.
Delivering marketing content to unsubscribed recipients via transactional emails may violate the CAN-SPAM Act, and Klaviyo's policy prohibiting marketing content in transactional emails is designed to protect customers from any legal ramifications.
Ability to Send Transactional Emails with Klaviyo
It is possible to send transactional emails with Klaviyo, but you must first contact our Customer Success team. Transactional email requests are manually reviewed and monitored closely to ensure that no marketing content is sent out.
Because your ecommerce platform uses different dynamic tags than Klaviyo, you will not be able to import your transactional emails from your ecommerce platform into Klaviyo. If you are using Shopify, you can either send the messages from Klaviyo, as with other integrations, or leverage Klaviyo's pre-built Shopify transactional email templates within your Shopify account. (The latter approach works by sending the emails from Shopify and not Klaviyo.)
Support for transactional emails may vary by ecommerce integration. In all cases, you will want to turn off the corresponding transactional email in your ecommerce platform before beginning to send with Klaviyo. Otherwise, you may be double-emailing people.
How to Create a Transactional Email
Create the Flow
When building out these emails, if the flow is triggered by an event that's synced through the integration, like Placed Order, then you can use a post-purchase flow as a starting point in terms of the information that you will pull into the template (e.g., a link to the item, an image of the item, the name of the item).
If you want to use a metric to trigger the flow that isn't synced through your ecommerce integration, you will need to create a new custom metric. Klaviyo has an open API that you can leverage to set this up. For example:
- An order confirmation email could be triggered by the Placed Order metric
- However, a password reset email would need a corresponding "Password Reset" event, which would need to be configured as a custom metric
Otherwise, you can leverage our guide to personalizing flows with dynamic data to learn how to pull event data into your email templates.
Contact Klaviyo Support
Once you have configured all the content in your flow, you must first contact our Customer Success team and use the subject line "Transactional Email Request" so that the email(s) reach the appropriate team for review. In your message, include:
- URL link(s) to the flow(s)
- Flow name(s)
- Subject line of the email(s) that are transactional
The internal review process for transactional emails is stringent. Because a transactional email will still send to unsubscribed recipients, it is important that only essential, non-marketing emails have this status enabled.
Once support verifies that your email is transactional, you will see a green badge on the email card. You will also see the transactional status enabled for a given email under the email’s settings.
Be sure to turn Smart Sending off for transactional flow emails. This ensures that your customers will receive the transactional message, regardless of any other marketing or transactional messages they have received within your Smart Sending window. Additionally, you can turn Smart Sending off for all transactional emails at the account level. To do this, navigate to Account > Settings > Email Settings and find the Smart Sending Period section. Here, check the Ignore transactional messages box.
On the main flows page, you will notice a marker on each flow that contains a transactional email, with the count of how many emails are transactional.