Transactional Email: The 7 Best Services to Send 1000s of Emails Daily

By Matthew Guay

You are reading: Chapter 9 of 12

Have you ever stopped to think about what happens to your email message after you press "Send"? If you're just sending your own personal emails through Gmail or your email app, your emails likely get routed through your email service's Simple Mail Transfer Protocol (SMTP) service to your email recipient's email service's SMTP service. It typically just works, and so most of us just ignore it.

But, if you're sending thousands of emails a day through your app, or are delivering your company's newsletter to millions of people, suddenly you need to think a lot more about how your emails get sent. You'll very likely need a transactional email service, a dedicated email sending service that'll make sure your emails get delivered no matter how many you need to send.

Here's a primer to getting started with transactional email sending services, with tips to help you pick the perfect app for your need and integrate it with your apps and workflow.

Beyond Server Settings

Sending an email—even a handful of them at the same time—isn't difficult. Your standard Gmail account will let you send up to 500 emails per day, while hosted Exchange accounts will let you send up to 30 messages per minute. That's plenty for most personal uses. It's when you need to send hundreds of emails a minute, or thousands a day that you need another solution.

For most needs, the best other solution is to use email marketing apps or drip email apps to send your bulk emails and marketing messages. If you want a quick and simple way to email thousands of people a day, and even make your emails look great with templates and more, those are the apps for you.

But, they're not for everyone. Perhaps you have your own app, and you want to send emails through it. Maybe you like to self-host all of your business tools, or you'd rather be able do more with your emails than what a standard email app will let you. That's when you'll want to consider a transactional email sending service—the services like Amazon SES, Mandrill, and Mailgun that deliver most of the notification emails you receive in your inbox each day.

The Case for Transactional Email Sending Services

"Don’t reinvent the wheel. The internet is full of wheels… and most of them have APIs."- Andy Chung, Entrepreneur

Today, there's a service for everything, it seems. You can run your application on Heroku, accept payments with Stripe, call phones and send SMS messages via Twilio, and add just about any other feature to your app with any number of other services. These "feature-as-a-service providers", as entrepreneur Andy Chung calls them, give you the pieces you can use to build your app in less time. Instead of working out payment deals with banks and figuring out how to code a working internet phone system, you can spend your time making the app you want to build and let other teams focus on those problems.

Email's the same. There are a number of services—including Amazon SES, Mandrill, Mailgun, Postmark and more—that let you send email messages via an API. Instead of building your own system to send email messages, you can add a few lines of code and then never worry about email again.

Or, of course, you could run your own email server. There's an email server built into your Mac and many Linux distros, and plenty of other email servers like Exchange you can run for free or license. It might look cheaper at first, but running your own email service—just like running your own payment service—is likely not your best strategy.

Here are the three best reasons why you should outsource your emails:

1. Send More Messages, Faster

Gmail's limit of 500 emails a day might be the first reason you'd look for another way to send emails, but you might face similar limits with your own email server. Many shared hosting services will limit how many emails you can send per day, as detailed in this list by MailPoet, so you'll soon have the same problem you would with Gmail or Exchange.

Even on your own private server, sending thousands of emails at once can be a technical challenge you're not ready for—or simply more trouble than it's worth. That's why you'll find logos of popular companies of all sizes on transactional email sending services' sites: it's easier and often more efficient to use a service that's solely focused on sending emails well. As Tom Cook, former Quora employee said about Quora, "they use (Sendgrid) because setting up mail delivery infrastructure is a real headache at their size."

If you're running your own email infrastructure, sending out double or triple your standard number of emails might mean you need a new server or significant developer time. With an email sending service, on the other hand, it'll at most take a few changes to your integration as the KnackForge team found. A few tweaks to Mandrill's Drupal integration later, and they were able to send 75,000 emails an hour.

Maybe you need to send 7 emails a minute, or 7 million a month. Either way, the email service will be ready for your load, with little to no work on your end.

2. Ensure Your Messages Get Delivered

"Sending emails from your app can suck. Half the time, messages that get sent from your own server just get dumped into the recipient’s junk folder."- Cory LaViska, Surreal CMS developer

Even if you're running your own servers, and have the infrastructure to send the messages you need, there's another catch with running your own email sending server: deliverability. You might technically be able to send emails on your own, but the chances of those emails showing up in your recipients' inboxes are slim to zero.

Most email apps today strictly scan emails to eliminate spam, and one of the many things they use to weed out spam messages is the IP address that's used to send the emails. They check against both blacklists—IP addresses known to send spam—as well as whitelists—IP addresses know to be good in general. If you're sending emails from a shared server, there's a possibility your IP address is already on those blacklists.

If you have your own IP address, your mail still may get marked as spam if you're not on a whitelist. As the Koomohost team related, "If your site is not associated with a reputable or identifiable IP address and domain name, most email providers will mark it spam or not accept delivery." You'll also need an SPF or DMIK record, email validation tools that may be difficult to implement on your own but are included with most email sending services.

You could test your server first to see if your emails get marked as spam, but your test emails to your own address just might come through with the problems only showing up once you're sending thousands of emails. Or, if your company's the size of Google, it might make sense to get your own IP whitelisted. For everything in between, an email sending service makes the most sense.

"Leveraging email deliverability tools seems like an unnecessary upfront cost and waste of time (especially if you are small or just growing your lists), but ironically this is when you need these services the most," explains entrepreneur Jeremy Vandehey. There's no point in sending emails that don't get delivered, and there's no point risking it when you're just starting out and every email really counts.

3. Do More With Your Emails

Add deliverability onto the trouble of running yet another service—one you're likely inexperienced at managing—and email sending services start looking far better. But there's also another reason to pick them: the extra features they offer.

Some transactional email services, such as Amazon SES, are barebones and focused only on sending emails—and priced accordingly. But most others include advanced stats, notifications, filtering and more that let you do far more with your emails. With a bit of coding, or just some clicking around in stats dashboards, you can accomplish amazing things.

Karl Seguin, for instance, put Postmark to work not just in sending emails, but also to make it easier for customers to signup. That's something that would have been difficult or impossible to do with a self-hosted email service—and the ironic thing is, Seguin wasn't initially convinced of the benefits of a transactional email service.

"Why would you outsource and pay for something as basic as sending out email?" wrote Seguin. But then it clicked. Not only did Postmark help them send emails easier, its bounce API helped them automatically update users' profiles with their valid email address without having to click an activation link. "The end result is that our website flow is friendlier. Users can start using the site right away and our welcome email is just a welcome email—no special activation instructions, no huge deal if it get marked as spam."

Once you have users and are sending them emails, the stats and insights you can get from them can be invaluable. Nathaniel Eliason, Zapier's marketing intern this year, used Mailgun and its stats when building his own startup. With some custom coding, it enabled them to see if people didn't accept their email invite within a week, or if they signed up then bounced, and more. Email services give you the ability to customize your email flow, keep people coming back, and more, without having to code detailed email analytics on your own.

Picking the Perfect Email Sending Service

Picking a service to send emails is similar to picking between different cell service providers. At the end of the day, they all offer a very similar service, all of which work in similar ways and are very competitively priced. What makes the difference is the small things: the libraries and integrations that make them easier to use with your app, and the stats, dashboards, and other extra features they include.

Amazon SES is the most barebones transactional email service, and also the cheapest: it sends emails, and little else. Other services are often more expensive, especially for sending smaller numbers of emails, since they include features like SPF and IP address mapping, template hosting, reports and analytics, and more. Depending on the features you need, one service may be better for your needs—or, as always, you can try out the most promising ones, see which work best with your apps and workflow, and then standardize on it.

With that in mind, here are some of the most popular transactional email services, each of which are supported by Zapier today or will be supported soon. You'll find a quick description of each service's offerings, along with a link to its status or uptime page and an explanation of its pricing.

Amazon SES

Amazon SES

Amazon may have started out as the world's largest bookstore, but today they're also one of the world's largest web services company. Best known for S3—file storage in the cloud—and EC2—their servers-in-the-cloud—Amazon also offers CDN services, online databases, DNS server and more. Among the offerings is Amazon SES, or "simple email service", a transactional email service that's also one of the cheapest and most barebones offerings available.

Amazon SES is designed to work with Amazon's other hosted services. Rather than supporting everything in one place, you'll use SES just for sending emails via its API or SMTP server. Then, you can track bounced emails with Amazon's SNS notifications system, setup DKIM records with Route 53, and store files with S3. There's no advanced analytics, but you will find stats on your successful deliveries, bounced or rejected messages, and complaints.

It's just an email sending service, and if you already use Amazon's other email services or are fine filling in the gaps with other tools, then it's a simple and cheap way to send bulk emails.

Amazon SES Pricing

Price Per Thousand Email First 62kBeyond thatAttachments
Free$0.10/thousand emails$0.12/GB

Check Amazon SES Status: (includes uptime for all Amazon cloud services)

For more info on features and pricing, see our Amazon SES review .

See Amazon SES integrations on Zapier.



One of the largest transactional email sending services, SendGrid delivers over 35 billion emails each month for companies like Spotify and Uber. It's designed to be simple to integrate into your app, with a number of different APIs and supported client libraries. You'll find built-in support for email authentication and reputation scoring for your IP address, to make sure you emails get through, along with a library of online documentation and videos to help guide you along.

In addition to sending standard transactional emails over its API, SendGrid also includes a marketing platform with a drag-and-drop email template editor and online list management. You can create your templates and manage your lists in SendGrid, then use that data through SendGrid's interface or its API—or you can handle everything yourself. And, if anyone replies to your emails, SendGrid can parse those emails and any attachments they may contain, and send them along as you'd like.

SendGrid Pricing

Plan PriceEmails IncludedFull Features?
Free free100/dayNo
Essentials $9.95/mo.40kNo
Essentials $19.95/mo.100kNo
Pro $79.95/mo.100kYes
Pro $199.95/mo.300kYes
Pro $399.95/mo.700kYes
Pro $699.95/mo.1.5milYes

Check Sendgrid Status:

For more info on features and pricing, see our Sendgrid review .

See Sendgrid integrations on Zapier.

Mandrill (MailChimp Transactional)


The company that makes MailChimp wasn't content to just send beautiful email newsletters; it also uses its email sending expertise to ensure your app's emails get delivered. That's what MailChimp add-on Mandrill is designed for.

Originally a project to integrate MailChimp with Amazon SES, Mandrill became a standalone project to add extra features they couldn't offer with Amazon SES. As such, it was designed as an email sending service that could also include reporting, templates, inbound email processing and more, using the email sending infrastructure they'd developed while building MailChimp.

It's now transitioned to be an add-on to MailChimp. As such, Mandrill is a better tool for sending emails to your customers automatically, with better template design that's combined with your MailChimp mailing lists. You can create eCommerce workflows with MailChimp's built-in automations, and share your contact data from your marketing and transactional emails in one place.

Mandrill & MailChimp Transactional Pricing

Price Per 25k Emails First 500k500k to 1m1-2m 2-3m 3-4m Beyond that
Free$20/25k emails$18/25k emails $16/25k emails $14/25k emails $12/25k emails $10/25k emails

Check Mandrill Status: (includes uptime and deliverability stats)

For more info on features and pricing, see our Mandrill review .

See Mandrill integrations on Zapier.



Built by the Rackspace team, already known for reliable hosting, Mailgun is designed to be a reliable email service for developers. Not only can it deliver your emails well, it even includes email validation features to check and make sure you're sending emails to valid addresses.

You can send emails the way you want in Mailgun, with isolated sub-accounts for each domain you add, giving you an easy way to manage all of your email lists separately or manage client emails along with your own. There's batch sending features to personalize emails, detailed analytics and logs, and a powerful parsing engine to turn incoming emails into JSON and route it where you want.

All transactional services will help you not have to worry too much about email, but there's still some things you'll want to think about: your delivery rates, email reputation, and more. If you'd rather let someone else take care of those, too, Mailgun also has a managed service that can take care of the rest of your email solution. That way, you can just focus on your code and never worry about email, even if you're sending millions of messages a month.

Mailgun Pricing

Price Per Thousand Email First 10kNext 500kNext 1m Next 5m Beyond that
Free$0.50/thousand emails$0.35/thousand emails $0.15/thousand emails $0.10/thousand emails

Check Mailgun Status:

For more info on features and pricing, see our Mailgun review .

See Mailgun integrations on Zapier.



Picking a transactional email service doesn't have to mean you leave behind the features other email marketing apps offer. Mailjet brings the best of both worlds to the table, as a full-featured email marketing and transactional email sending service.

You can customize Mailjet's email templates, store your customer's data and use it to personalize your emails, then use that data to segment your lists and send the perfect emails to your audience. Or, you can do the heavy lifting on your own, and send emails using Mailjet's API.

Then, you can test your campaigns and improve them using Mailjet's A/X testing, which lets you test up to 10 variations of your campaign and then send the best version to the remainder of your recipients. There's also real-time analytics and data on your emails, and tools to compare each set of messages to your last, to see how your marketing is going over time. That, alongside your transactional email sending, so you can keep all of you email work together in one place.

Mailjet Pricing

Plan PriceEmails IncludedFull Features?
Free free6kNo
Bronze Premium $9.95/mo.30kNo
Crystal Premium $31.95/mo.60kNo
Silver Premium $97.49/mo.150kYes
Gold Premium $259.95/mo.350kYes
Platinum Premium $519.95/mo.750kYes

Price quoted is for Premium plans; Basic plans without segmentation, A/X testing, and campaign comparison are around 25% cheaper

Check Mailjet Status:

For more info on features and pricing, see our Mailjet review .

See Mailjet integrations on Zapier.



Want to send transactional SMS messages along with your transactional emails? SendinBlue might be the email service for you. It's another app that includes email marketing along with a transactional email API, and it also includes SMS marketing to give you one more way to get in touch with your audience.

Using the same REST API, you can create campaigns using SendinBlue's marketing platform, or you can send transactional email and SMS messages. You'll be able to keep up with all of your customer's data with SendinBlue's integrations with eCommerce and CMS platforms, and can simply trigger campaigns from your app. Or, you can send receipts and other transactional messages directly through its API. Either way, you'll get the same reports, with full details on your open rates, click-throughs, and more, and can export it to analyze on your own.

SendinBlue Pricing

Plan PriceEmails IncludedFull Features?
Free free9kNo
Micro $7.37/mo.40kNo
Bronze $39/mo.60kYes
Silver $66/mo.120kYes
Gold $173/mo.350kYes

Check SendinBlue Status:

For more info on features and pricing, see our SendinBlue review .

See SendinBlue integrations on Zapier.



You don't need to buy stamps to send letters anymore, but you might need to pick up some Postmark credits to start sending emails simply from your apps. Instead of having to subscribe to a certain plan or figure out what your price will be once you're sending a certain number of emails, Postmark lets you purchase email credits at the rate that works best for you and use them as you need. That gives you a chance to get the bulk rate, even if you're just starting.

That bulk rate will get you a lot with Postmark, too, since everyone gets the exact same features. You'll get 45 days of searchable history, so you can see the full contents of the emails you've sent and pinpoint why they bounced. You can also see full profiles of each of your email recipients, complete with info about which emails they open, their location and more. And if those users reply, you can put those replies to work after Postmark turns them into JSON and sends them to you with its API.

Postmark Pricing

Price Per Thousand Emails First 25k1k credits 200k+ credits500k+ credits 1m+ credits 2m+ credits
Free$1.50/thousand emails$1.25/thousand emails$1/thousand emails $0.75/thousand emails $0.50/thousand emails

Check Postmark Status:

For more info on features and pricing, see our Postmark review .

See Mandrill integrations on Zapier.

Campaign Monitor

Campaign Monitor Transactional

Transactional emails are supposed to be geeky—and usually they are. You'll interact with them through an API, design your emails in HTML, and rarely open the email sending app itself. Campaign Monitor, though, turns that on its head. It's first and foremost a design-centric email tool for sending marketing and drip emails, but it also includes a transactional email service. You can use the very same templates you're already using for marketing emails for the signup, receipt, shipment, and other transactional emails you send.

If you're already using Campaign Monitor to send marketing emails, your same account and email quotas can be used to also send transactional emails. You won't need a new account or a new plan—all you'll have to do is configure your app's SMTP server or add API calls to send transactional messages, and you'll have all your communications going out from the same account.

Campaign Monitor Pricing

Number of Subscribers Basic PriceEmails IncludedUmlimited Price
500 $9/mo.2,500$29/mo.
2,500 $29/mo.12,500$59/mo.
5,000 $49/mo.25,000$99/mo.
10,000 $89/mo.50,000$149/mo.
15,000 $129/mo.75,000$249/mo.

Check Campaign Monitor Status:

For more info on features and pricing, see our Campaign Monitor review .

See Campaign Monitor integrations on Zapier.



Sending transactional emails shouldn't mean you have to do everything with your emails aside from sending them. SparkPost makes it easy to send customized messages, with HTML templates that support variables. You can even add nested, conditional rules, to only substitute data in the template for specific circumstances, for an easy way to send emails that are personalized specifically for each reader.

You'll then be able to quickly see how your emails are performing, with SparkPost's dashboard's custom views that let you drill into 40 metrics to see specifically where your emails are doing best—and how to improve the others. And you'll be certain your emails are being sent securely, since each API key can be restricted to specific IP addresses and have its own permissions for a secure email sending setup.

SparkPost Pricing

Plan PriceEmails Included Overage Price
Developer free15k
50,000 $9/mo.50k $0.75/1k emails
150,000 $49/mo.150k $0.70/1k emails
250,000 $124/mo.250k $0.65/1k emails

For more info on features and pricing, see our SparkPost review .

See SparkPost integrations on Zapier.



All transactional emails are not created equal. There's the notification emails that let you know you've made a purchase or have been contacted inside an app, along with behavioral (or drip) emails that are sent when you do something in the app to help guide you along. And then, there's digest emails from social networks and more that let you know what's happened while you were away. Knowtify is a transactional email service designed to handle them all.

You'll find marketing-focused tools like a rich email template designer, list segmentation and email personalization tools, behavioral triggers, and a schedule for your recurring emails. Set all of that up, then you can integrate with your app to send detailed transactional and behavioral emails based on things your users have done. Then, with most Knowtify plans, you'll be able to send automatic digest emails to your users with your service's latest news, the things that user's missed from the app, charts and graphs about how your app's helped them, and more.

Sure, you could create these emails on your own and use any service to send them, or you could just let Knowtify build them for you so you can focus on your product while still sending more informative and engaging emails.

Knowtify Pricing

Plan PriceEmails IncludedA/B Testing
Startup $595kNo
Growth $149/mo.50kNo
Doing Great $79/mo.40kUnlimited
Pro $449/mo.400kYes
All-Star $999/mo.1mYes

Zapier support coming soon

Get Started Using Your Transactional Email Service

Now that you're convinced not to run your own email server, and have picked out a service to send your messages, it's time to actually start using it to send emails. Unlike most apps, you can't just fire up your new email sending service, click three buttons and send out a bulk email. You'll instead need to integrate them with your apps and tools, or fire up terminal to send messages manually.

Here's some of the many ways you can put your transactional email service to work today.

Send Emails From Your Software

Filemaker SMTP settings

Whether you have fancy online apps that want to send emails, or are still using traditional desktop software, many programs will let you configure your SMTP server to send emails. There's no need to put in your Gmail credentials anymore. Instead, put your transactional email service's SMTP server info into your app's settings page.

Then, just keep using your app as normal, and it'll now send emails using your transactional email service—complete with your default template if you're using a service that adds a template to your messages. That's how the Digital Fusion team sends emails from their Filemaker database. They've integrated Filemaker with Mandrill's SMTP server so they can get all the advantages of an email sending service from a traditional app.

"Even if you wish to use (Mandrill) just via SMTP alone it makes sense," says Digital Fusion developer Daniel Wood. "The Mandrill SMTP credentials are reliable, secure, and work anywhere (subject to firewall restrictions of course). In addition, you get all the benefits of comprehensive email tracking and settings to help customise the experience."

Add it to Your Site and App's Code

Mailgun sample code
Mailgun sample code

The most obvious way to start using a transactional email service, of course, is to integrate it with your app. Right from the front page of most of these services, you'll find code snippets to integrate them with your app using PHP, Python, C# and more. Typically, it'll just take a couple lines of code to get their API working with your code base, so just look at the documentation for each service before you dive in.

Beyond that, there are modules, plugins, and libraries to integrate many of the popular email sending services with apps that you're likely already using. You can find WordPress extensions and Drupal modules that'll let you send emails with the service of your choice, and more. Look around and see what's available for your tech stack, and that might be one of the things that helps you decide which service to use.

Get New Apps for Email Sending Services


There's plenty of apps that are great for email marketing, but if you'd like the features and performance of a transactional email service but don't want to do all the coding on your own, perhaps some new apps are in order. There are a number of apps out there that are designed to work with transactional email services. They'll handle the code needed to create your emails and make them look nice, and use the service of your choice to send the emails out, giving you the best of both worlds.

SendWithUs, one of the apps included in our roundup of great email newsletter apps, is one such tool. It helps you create beautiful templates for your emails, and even includes tools to translate your email content so you can reach your audience anywhere. Then, it includes analytics, A/B testing, customer profiles, segmentation, and automatic drip campaigns, so you don't have to code anything extra. All you'll have to do is add SendWithUs' API to your site to have it send emails or add new contacts.


For an even less geeky experience, Sendy is a self-hosted email newsletter app that sends your messages via Amazon SES. You'll just install your copy of the app, add your SES account info, then create and send apps without ever having to touch a line of code. It's one of the simplest ways to send emails with a transactional email service.

Automate Email With Zapier

zapier email services
Make email services do anything with Zapier

Even if you can't code, you can still make your own apps and integrate your email service with any other program using Zapier. Just connect your transactional email service to Zapier, then you can send emails automatically from any of your other apps.

Send Emails From Your Favorite App

Everything from your website to your CRM can send email messages, but they likely won't send them with the templates you typically use. If you'd like to customize your automated app emails, your transactional email app is your best friend. You can connect your apps that typically send emails to Zapier, have Zapier trigger when you need an email sent (say, by adding a tag to your contact), and then Zapier will have your email service send out a perfectly formatted email. No need to look for a new app: you can put your apps together and use each of their best features.

Contact Your Customers

When someone's just purchased your product—or attempted to purchase it—that's the perfect time to get in touch via email. You may need to send them an email receipt, or a detailed email with a PDF guide attached to help them get started using it. Or, if their credit card was rejected and they couldn't complete the purchase, you might want to get in touch and remind them to try again. Either way, all you'll need is your payment tool, Zapier, and an email sending service.

Build Your Own Email Powered App

Need to build a tool that'll collect information then send it out in an email? You could have a custom app developed for it, or you could just pull out your handy spreadsheet or form tool and put the basics together. Connect it to an email sending service with Zapier, and suddenly it'll be a simple app of sorts—all without any coding.

Or, if you're a bit more technical, database apps give you the most power to build a system you want and then use it to trigger your emails. You could have an email sent out to new contacts once you add them to your database—or have it email them once you've updated their profile with a particular tag. Almost anything's possible with Zapier, a database, and an email server.

Get Notified

APIs typically work both ways: you can use them to trigger actions, but they can also send you information back. Depending on your email service, you should be able to get notifications whenever your emails are sent, when a message bounces, or perhaps even when you get a new reply to your messages. Plug those notifications into Zapier, and you can then have your email server notifications show up on your phone, in your team chat, logged in your notebook or anywhere else you want them.

terminal mail

Sending bulk emails—whether directly from your app, with a bit of code in terminal, or through any app that lets you send emails—doesn't have to be difficult. With a transactional email service, you can send all the emails you need, from the apps you're already using, and you might even be able to do more with them than you've ever done with your emails before. And if you're only sending a couple thousand emails a month, it might even be free.


Whether you're sending emails from a drip or newsletter app, or are using one of these transactional services to send your messages out to the world, you'll want to make sure your emails are as effective as possible. For that, you'll want to A/B test your messages, crafting separate versions of your messages and automatically testing to see which version performs best. We'll learn all about how to A/B test emails in the apps you're already using in the next chapter.

Go to Chapter 10!

Image credits: Mail truck photo courtesy Thomas Hawk.

Updated September 3, 2015 to include Campaign Monitor's transactional email service; updated December 1, 2015 to reflect Mailjet's updated pricing; updated February 26, 2016 with Sendgrid, Knowtify, and Mandrill/MailChimp Transactional's new pricing, and to add SparkPost; updated 24 May 2017 to add SparkPost's new pricing; updated 2 June 2017 to add Postmark's new pricing; updated 8 Feb 2018 to add SparkPost's new pricing.

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