Create, design, and send a transactional email template

Learn how to create, design, and send a transactional email template.


You can make transactional email templates in EasyEditor and send them by using SMTP or the API.

By creating your transactional email template in EasyEditor, you get all the design benefits that go with it, which includes choosing from our free templates, uploading your own template, and using all of the EasyEditor features. For example, if your brand colours or design changes, you can instantly update your transactional email to the latest version. You can also add placeholders to personalise your transactional emails.

Don’t use transactional emails for marketing content.

Create transactional email templates as a triggered campaign

Transactional email templates must be created in EasyEditor as triggered campaigns. Triggered campaigns can then be sent to individual contacts.

To learn more about creating transactional email templates as a triggered campaign, check out the Create a triggered campaign article.

Design a transactional email template in EasyEditor

Transactional email templates can support some building blocks and link types, but not others. it's important to be aware of what your transactional email campaigns do and don’t support.

Locating your triggered marketing campaign reporting

Triggered campaigns are separately reported in your Campaign reports. To find this, go to Email > Reporting > Campaign reports.

Supported features

You can use these features in your transactional email template:

  • Link clicks
    Go to the Channel menu and select Transactional email > Dashboard to find reporting for link clicks and other metrics for triggered campaigns that are sent as transactional emails.

    To learn more about link clicks and using the transactional email dashboard, check out the Using transactional email article.

  • Personalisation
    You can add personalisation to your transactional email template using transactional email placeholders, for example, '@FIRSTNAME@'. EasyEditor personalisation doesn't work in transactional email templates. Don’t confuse this with EasyEditor personalisation; this uses contact data fields and isn't related.

    To learn more about personalising transactional emails, check out the Using personalisation in a transactional email section in this article.

Unsupported features

You can’t use these features in your transactional email template; the transactional email won’t send if it includes and of the following:

  • Building blocks
    • RSS feeds
    • Sharing
    • Social links
    • Dynamic content
    • External dynamic content
    • Advanced personalisation blocks
  • Links
    • Forward to a friend link
    • Unsubscribe link

      This is an exception. It’s important that you read the Include a mandatory unsubscribe link section in this article.

    • View in browser link
    • Double opt-in link

Include a mandatory unsubscribe link

Unsubscribe links aren’t supported in transactional email templates, however, your template must have one to save the template in EasyEditor. The unsubscribe link is automatically removed when it’s sent by SMTP or the API.

Keep your unsubscribe link by itself

All content is deleted if you add it to an unsubscribe link container because the container contents is removed when the send happens. It's recommended to keep your unsubscribe link separate from the rest of your content.

Your transactional email is created as a triggered campaign. This means it could be reused later for non-transactional email purposes, for example, in a program. The campaign must include an unsubscribe link if this happens.

Don’t include marketing content in transactional emails

Since transactional emails don't contain an unsubscribe link, you don't want to upset your customers and subscribers with marketing content they didn't ask for. Your sending reputation is at serious risk if you send marketing content in a transactional email.

To learn more about your sender reputation, check out the Understanding your sender reputation article.

Using personalisation in transactional email templates

You can add personalisation to your transactional emails using personalisation placeholders. The values for the placeholders is sent by your development team in the SMTP headers or by using an API call. You can do this by adding a placeholder in your text, for example, ‘Hello @FIRSTNAME@’, or ‘We just wanted to let you know that your order (@ORDERREF@) has been despatched’. Your developers need to include the personalisation values as an array of data stored in key-value pairs in their code, which are included in the SMTP headers or in the API call parameters.

To learn more about sending transactional email as a triggered campaign, check out the Sending a transactional email as a triggered campaign API article.

EasyEditor and transactional email personalisation are different

EasyEditor personalisation and transactional email personalisation are two different things and aren’t related at all. This means you can't use EasyEditor personalisation in a triggered email campaign sent as transactional email; it won't work. If your developers haven't included the personalisation value ‘FULLNAME’ in their code, your transactional email ‘@FULLNAME@’ placeholder won't have any value pulled through for it and it appears as blank in the sent email campaign.

Transactional email that is sent as a triggered campaign is a multi-part email, which means it is sent in both plain text and HTML versions. Any personalisation you add appears in both versions. However, when you use transactional email personalisation, the type of personalised content needs to be compatible with the HTML element it's being put into. For example, if code contains a personalised table, the code needs to go into a table element, not a paragraph. Check with your developers to make sure that your campaign elements are suitable for the personalisation content being used.

Once you save your transactional email template, you are warned about placeholder names which don't match to contact data field names; this is done automatically by the EasyEditor standard validation process. Select Save anyway to ignore the warning.

PersonalizationValues.Value can be string or JSON. All personalizationValues are also available in the data Liquid collection. For example, you can access the data Liquid collection in EasyEditor by using the following Liquid:

{{data.order.items[0].title}} costs {{data.order.items[0].price}}

Sending transactional email templates

You must create your transactional email as a triggered campaign in EasyEditor to send transactional email campaigns. The transactional email is sent by using SMTP or our API; these both use the triggered campaign ID to send the content.

Personalisation can be included in the transactional email by using transactional email personalisation. Placeholders are used in the email, for example, 'Hi @FIRSTNAME@'. Then, when SMTP or the API is used to send the triggered campaign, personalisation key-value pairs need to be included in the code. For example:

"PersonalisationValues": [{ Name: "FIRSTNAME" , Value: "John" }, { Name: "LASTNAME" , Value: "Smith" }]

The value for the matching placeholder name is pulled into the campaign.

See also

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