Earlier this year in the Bronto Best Practices Blog, Kimberly Snyder gave us a great post analyzing why you should send your transactional messages through an ESP like Bronto. As Kimberly points out, the improved deliverability, reporting, and optimization provided by using Bronto for your transactional messages can greatly increase your efficiency and ROI.

After reading that article, it's likely you're ready to jump right in and send transactional messages through your Bronto account - but how? In this post, we'll provide a brief primer for getting started using Bronto for your transactional communication.

What Is A Transactional Message?

Before you can start sending, you'll need to know exactly what classifies as a transactional message. Transactional email facilitates an agreed-upon transaction or updates a customer in an existing business relationship. Examples of transactional emails include order confirmations, shipping notices, changes in account status, etc. Transactional emails are exempt from CAN-SPAM compliance in the US, but all transactional emails must adhere to our best practices:

  • They must not have false or misleading headers or subject lines.
  • The subject line must only reference the transactional purpose for the email. Marketing messages in the subject line are not permitted.
  • The From Line must be the name of the company or entity who is party to the relationship with the contact.
  • Transactional information must be presented above or before any marketing content in the message.
  • The transactional information must be presented more prominently than any marketing content.

If you're not sure whether your messages meet the transactional criteria, don't worry! We'll review the messages for you to ensure they follow our guidelines.

How Do I Enable Transactional Email?

If you have an email message that you would like to send as a transactional email, you'll need to request approval for that email message. This is done directly within the application. Simply go to that message in Email Messages and then click "Request Approval."

Once you read through the conditions and click Submit, the status of the message will switch to Pending. If the message is approved, the status will switch to Yes and an alert will appear. You can then begin sending transactional emails. If the message is rejected, the status will switch to reflect that and you'll receive an alert.

That's it! In my next post, I will walkthrough the process of setting up transactional emails in your account.

As always, if you have any questions about transactional email, feel free to post in the comments or open a case from the Support link within your account.

Brad Gurley
Support Associate at Bronto