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At sendwithus we see the majority of transactional emails are actually a "dead end". In this talk I covered why dead end emails happen, how it's crucial for an online business to fix them, and how to identify any dead-end email you might be sending.
I also cover how to optimize transactional email for opens/clicks, and different strategies for engaging transactional email.
A fundamental thesis in this talk is that transactional email is an extension of your product, and it should be treated with the same care. Your email experience needs to match your product experience, and in truth, your transactional email should be owned by your customer-facing teams (marketers).