Mailjet Team


The issue of deliverability as related to transactional emailing has two distinct facets. On the one hand, thanks to its high reactivity rates, the transactional email enjoys a significant advantage in terms of deliverability. On the other hand, however, a transactional email that lands in your recipient’s spam folder could potentially spell disaster for your business.

An advantage related to reactivity level

For the past several years, anti-spam filters have analyzed the reactivity rates of emails sent by a publisher (opens, clicks, deletes…) to define their reputation score. This reputation score influences whether an email is identified as spam or not. The reactivity rates of transactional emails being extremely high, they are at an advantage as compared to marketing campaigns.

How to avoid bad delivery of your transactional emails?

Unfortunately, it is not the case that because the transactional email has many advantages in terms of deliverability, your email will always arrive in your recipient’s mailbox. Imagine that all your double opt-in emails land in the spam folder! This represents a significant loss in terms of revenue.

Luckily, it is possible to avoid this pitfall:

  • By separating the sender IP addresses of your transactional emails and your marketing campaigns.
  • By properly configuring your email platform (SPF, DKIM, …).
  • By using the same IP address and the same domain name for your transactional emails.
  • By increasing interactions through an intriguing subject line and calls to action in the email.
  • By using a specialized platform… like Mailjet, for example ;-)
  • In keeping with the set of good practices related to deliverability (a complete checklist to come in Mailjet’s documentation).


Let us know how you avoid the risks of transactional email!