Transactional emails typically have much higher engagement rates than traditional marketing emails. Why? Transactional emails are personal, directed at an individual and tied to action taken by the user making them highly anticipated. On average, links back to your website from transactional emails also provide substantially more revenue per email.
This report provides some pretty staggering statistics as to just how differently users respond to these different types of emails. Not only are transactional emails opened more readily, they are often opened repeatedly. Looking at the figures, it’s pretty easy to see how they would be a great place to continue the user experience with your brand.