Transactional email has essentially become business critical for application based businesses. It’s the driver by which they communicate with their subscribers, grow their customer base, and drive revenue. Flash sale or daily deal sites rely on transactional email to deliver time critical messages to its audience and once purchased, to confirm the sale. Retailers use email to deliver shipping notifications and order confirmations – both of which provide prime opportunities to upsell other products. Location-based apps rely on the timely delivery of transactional email to connect friends and businesses. Moreover, transactional email boasts the highest open rates in the industry and actively spurs engagement amongst its recipients.