Transactional emails are essential messages that customers expect, often achieving open rates eight times higher than marketing emails. However, low engagement with marketing emails can impact the deliverability of transactional emails.

To prevent this, you can separate the routing of transactional and marketing emails by using different IPs and senders.

Why separate transactional and marketing emails?

Separating transactional and marketing emails helps protect the deliverability of transactional emails. Marketing emails are more likely to land in Promotions or spam folders, with higher unsubscribe rates and complaints. When both share the same IP, issues with marketing emails can cause transactional emails to also end up in spam.

By isolating transactional emails, you protect your sender reputation and improve inbox placement for critical communications.

How does it work?

To separate the routing of your transactional and marketing emails, you need to have an IP pool with at least two dedicated IPs—one for each type of emails. Each IP will be assigned to specific senders, which should be used exclusively for either transactional or marketing emails.

Here's an example of what the complete setup should look like to properly separate the routing of your transactional and marketing emails:

➡️ To learn more, check our dedicated article Use a pool of dedicated IPs.

⏭️ What's next?

• What are the differences between marketing, transactional, and automation emails?
• Introduction to dedicated IPs
• Set up your dedicated IP in Brevo
• Create a new sender (From name and From email)

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