"Most online retailers have little insight into the performance of their transactional emails, from basic deliverability characteristics to more sophisticated behavioral data once the emails have been sent," writes Emily Keye at the Bronto blog.

That is a surprising fact when you consider transactional emails enjoy astounding open rates—up to 75% in some cases, according to Keye.

So before you confirm an online order or send shipping details, consider advice like this:

First and foremost, make sure your email reaches a customer's inbox. Keye suggests sending transactional email from a unique IP address. "If an ISP, receiver or blacklist blocks your promotional messages," she notes, "your transactional messages will not be affected."

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