• by Jess Nelson , February 25, 2016

Email provider Mailjet released a new feature Thursday to help marketers monetize transactional emails.

Mailjet has extended its Passport solution to include transactional emails, streamlining the management process between IT and marketing teams. The project management platform enables marketers to edit and control the design of customer transactional emails with an easy drag-and-drop user interface, while a developer works on the template simultaneously to code emails and create their infrastructure.

“We use Mailjet's templating language for all our transactional emails,” states Camille Richon, founder of Payfacile and a Mailjet customer, in a press statement. "The drag-and-drop email editor gives our marketing team an easy-to-use tool to continuously improve our email templates. It is much simpler, more powerful and has a higher deliverability rate than our previous in-house system."

The new product helps unify marketing and transactional emails to deliver a consistent customer experience across email channels and is an important opportunity for email marketers, as transactional emails have a much higher open rate than marketing messages. Transactional emails average an  email engagement rate that is four to eight times higher compared to non-transactional emails, per a 2015 EmailMonks study.

Transactional emails also generate substantially higher revenue amounts per email, according to a recent Experian Marketing Services report.  

Transactional email refers to emails triggered by a user's interaction with a company’s Web site or mobile application. They originate from customer initiative, including password reset requests, order receipts and shipping information. They differ from marketing emails, such as newsletters, which are marketing messages sent by a company or marketer. 

Mailjet also offers a suite of additional email marketing solutions including MJML, an open source markup language to simplify responsive email coding design.

Mailjet most recently raised $11 million in a Series B round lead by Iris Capital in June 2015.