Transactional emails

A transactional email is a method of customer communication in which automated, real-time messages are sent to users through email after a specific action has been performed within an application or website.

We make it possible to trigger Transactional emails via our API and send them through Exponea. Please note that the transactional email API is disabled by default. To configure this API in your project, please contact your Customer Success Manager or our support. We will set up the email API for you based on your needs.


You can learn more about how to use the Transactional email API method in our API Reference.


Transactional email API is tracked in the same way as classical emails, but it tracks fewer event properties. For example, no campaign_policy is tracked. It is also different from the classical email campaign in the following ways - Transactional email API:

  • Allows attachments
  • Has a separate queue from other on-event scenarios
  • Cannot be used for bulk emailing
  • Does not include an unsubscribe header
    In general, the Transactional API also does not take into account our bounce management, as per the info below.

Bounce management and Transactional Email API

In general, the Transactional Email API does not take into account our bounce management - we always try to send the email, with a single exception, which is basic email address validation. In more details:

  • Transactional API ignores email_invalid
  • Delivery webhooks from the Transactional API do generate standard bounce events, same as standard emailing

For cumulative bounce specifically:

  • Cumulative bounces from the Transactional API are counted into the rules as consequent soft bounces
  • Temporary ban is not applied
  • Permanent ban is not applied (transactional API ignores email_invalid)

Template settings

Optionally, you can define email template settings as part of the payload. Settings defined here have a higher priority over the ones defined within the template in the Exponea app. These settings involve custom event properties (see custom tracking), custom headers, URL parameters, and transfer identity. See the API reference for more details.

Custom tracking

You can use custom tracking attributes in transactional emails. This can be either by defining these attributes in the used email template, or directly within the payload as a JSON object which contains attributes that should be tracked in the email events. Read more about custom tracking in transactional emails.

Updated about a month ago

Transactional emails

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