emailrules.today
Stop 2 of 8WorkingThe hour before send

Transactional email

Mail needed to complete a user action or account (receipts, resets) — not the same as a promo newsletter.

Say it out loud

“Receipts and password resets. Calling a promotion transactional to skip the rules does not work.”

A transactional message facilitates a transaction or an account relationship the recipient initiated. Marketing is promotional. The classification is decided by the content and purpose of the message, not by which template folder it was sent from, and mislabelling promotions to escape unsubscribe rules is a named enforcement target in several jurisdictions.

The testWhich one is this?Our framingscrolls →
"Your order #4471 has shipped" TRANSACTIONAL
"Your order has shipped — and 20% off beans" MIXED

Now it has a promotional purpose. The safe answer is to treat it as marketing.

"Reset your password" TRANSACTIONAL
"We miss you! Here's your cart" MARKETING

An abandoned-cart email is marketing everywhere, regardless of how automated it feels.

"Important update to our privacy policy" DEPENDS

Genuinely a service message. It stops being one the moment a product block appears in it.

Rule of thumb if a promotion is the primary purpose,
it is marketing, whatever you call it

Yours

Nobody does this for you.

What goes wrong

Adding a “you might also like” grid to the shipping confirmation because it converts well, and continuing to send it to people who have unsubscribed. That is the exact pattern regulators cite.

The dated rule behind this

A definition is not a citation. These are the pages with the primary source, the date it was published, and what to do about it.

See also

Where this sits

Stop 2, you build the message. You choose a From address, write a subject line, and add the things the law requires to be in the message.

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FAQ

Awkward questions

Who is this actually for?

People who ship email and are too busy to re-read every PDF: week-one marketers, lifecycle/CRM, deliverability, multi-country ops, DTC brands, agencies — on Klaviyo, Mailchimp, Braze, HubSpot, SFMC, or something else. Pick your tool and geos so product-specific pages only appear when they match. EU and UK are first-class filters. Not for people who sell tools about email and need a fake score to demo.

Why only ~40 rules? Isn’t that… thin?

On purpose. A wall of 400 undated “best practices” is how you look busy and still get burned. Every page needs a primary source we actually read. Thin and checkable beats fat and folklore. Europe, bulk inbox rules, measurement honesty, and protocol topics like BIMI/DMARC policy are on the shelf when we can cite them — not every Member State and not every vendor myth. Coverage map lists what we still refuse to invent.

Is this legal advice?

No. If it were, you’d have a billable hour and a longer PDF. This is a dated operator reference written by an email geek. Confirm anything high-stakes with counsel who knows your facts. Same for “will this make me compliant?” — no tool does that. Lawyers and judges do. We say what the sources say and what to do first on Monday.

Why no trust score out of 100?

Because we refuse to invent a number you can’t audit. Fake scores sell seed tests and panic. You get findings, dates, and links. If that feels less exciting than a red dial, good — you’re not the red-dial customer.

Why should I trust you more than my ESP’s blog?

ESPs sell seats. Seed-score vendors sell fear. AI invents citations when nobody watches. We sell nothing today — no pixels, no placement scores, no affiliate — so we can say when a tool is the problem. A human verifies, dates, and corrects in public. Tools may help draft; they do not ship unsourced claims. Check the primary links. Fail that test and leave.

Do I need an account?

No. Filters live in this browser and the URL. Share the link. That’s it. Accounts come later only if they earn it — not so we can nurture you about email.

I’m an agency. Where’s multi-client mode?

We tried a client-name CRM on the setup card. It made the product feel like work before it felt useful. Role filters + copy link + one-page brief (optional PDF title) is enough for now. Complexity comes back when the free shelf is habit, not before.

Is the quiet changelog a bug?

No. Quiet means nothing material moved. We don’t invent urgency so the homepage looks “alive.” Sticky risks still show what usually needs a person when the market is still.