Web applications and transactional emails [INFOGRAPHIC]

By Sara Villegas

This morning, SendGrid published a new infographic illustrating how web applications are using transactional emails to boost their marketing efforts.

Transactional emails are triggered by actions customers take when using a web application. For instance, the email you receive in your inbox confirming your order from a website is a transactional email.

Based on SendGrid’s research, many web applications are seeing the advantage of using transactional email to further engage their audience, and use them for customer acquisition, customer retention, and marketing purposes. They report that the average web application sends out 631,000 transactional emails a month. 

SendGrid Transactional Email Infographic

Via: SendGrid

Some relevant stats from the infographic:

Percentage of Web Applications That Rank Transaction Email as “Important or Very Important” for:

• Customer Acquisition: 79.1%
• Customer Retention: 89.89%
• Marketing: 71.5%

Web Application User Actions Supported by Transactional Email

Percentage of web apps supporting:

• Signups / Subscriptions: 80.5%
• Purchase / Order / Shipping Confirmations: 49.8%
• Password Recovery / Changes: 76.5%
• Friend / Follower Requests & Confirmations: 28.0%
• Daily Deals / Offers: 19.1%
• Location-Based Check-ins: 4.1%
• Lead Distribution: 16.0%

Most Important Customer Communication Channels

As ranked by web applications

• Email: 77%
• Phone: 11.8%
• SMS / Text: 1.4%
• Chat / IM: 1%
• Other: 8.7%

Target Audience of Web Applications Surveyed

• Customers: 37.9%
• Businesses: 25.5%
• Both: 25.5%

Learn more about SendGrid in this TechCrunch write-up, or visit their website for more details. Disclosure: SendGrid is a client of Fruition.


Sara Villegas

Sara Villegas is Fruition’s Senior Director of Digital Marketing. While she oversees all aspects of digital marketing to ensure they’re working together for a stronger presence and better success, Sara’s passion and background are in social media management. With her finger on the pulse of social media from both the user engagement and brand management side, Sara is uniquely positioned to help organizations navigate the quickly changing waters of social.

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