Transactional Emails Using Sendgrid API


Transactional emails are service-level messages that are important to your business activities.

  • Transactional emails are sent to users immaterial of the unsubscribe status but marketing emails are sent to users based on unsubscribe status. 

  • Transactional emails need not have an unsubscribe link in the email body. Whereas marketing emails must have the unsubscribe link, and missing the link results in the email being non-compliant with CAN-SPAM

  • Transactional emails typically do not promote the product or the brand and just deliver personalized notifications on user actions. Whereas marketing emails promote the brand and nudge the user to generate revenue for the brand.

Transactional Emails Use Cases

Popular uses cases supported are:

  • Purchase notification - suitable for almost every industry (E-commerce, gaming, travel and hospitality, consumer services and so on)
  • Password reset - suitable for almost every industry (BFSI, E-commerce, cloud services and so on.)
  • Account updates - Predominantly utilized by BFSI but also gaming to update game coins, reward points in e-commerce and so on.
  • Return/Refund Emails - Predominantly E-commerce
  • Renewal/payment reminder - Cloud services, BFSI, Subscription-based businesses like OTT
  • Shipping confirmation - E-commerce
  • Event reminders - Travel and hospitality
  • Comment notification - Social media
  • Support and feedback requests - All verticals
  • Referrals and invitations - All verticals

Transactional Emails at MoEngage

MoEngage enables you to send transactional emails using the Sendgrid API.  A valid SendGrid account must be configured before transactional emails can be sent.

  1. Configure Transactional Emails
  2. Create Transactional Emails
  3. Analyze Transactional Emails

Configure Transactional Email

In order to correctly capture which transactional emails were sent to particular user in the unique unified user profile, SendGrid dashboard must be configured to send email details back to MoEngage.

Use one of the following options and follow the procedures below for configuration:

  1. If you have an existing SendGrid account, configure the dashboard using the following steps to use the transactional email data in MoEngage.

  2. If you do not have an existing SendGrid account,

    1. MoEngage will create a dedicated user and IP address for you using the MoEngage SendGrid account

    2. MoEngage will provide SendGrid dashboard access to this user.

    3. The SendGrid account with MoEngage is GDPR compliant.


  1. Navigate to SendGrid Dashboard > Settings > Mail Settings > Event Settings > Event Webhook and enable the Event Webhook.

  2. Add the following webhook URL on the SendGrid dashboard where app_key is the app_key of your MoEngage account available at MoEngage Dashboard > Settings > General.<your_app_key>

    MoEngage hosts each customer in a different data center; you can find your data center number (value of X) by checking the data center and API endpoint mapping here.

  3. Select the events that you want to send to MoEngage from the Sendgrid dashboard.


MoEngage tracks the following events:

  • Email Sent

  • Email Deferred

  • Email Dropped

  • Email Delivered

  • Email Hard Bounced

  • Email Soft Bounced

  • Email Unsubscribed

  • Email Spam

  • Email Opened

  • Email Clicked

  • Email Unsubscribe Drop
  • Email Viewed in Browser

Create Transactional Email

MoEngage enables you to send transactional emails using the Sendgrid API.

Create a SendGrid API with the required API format, payload, and other details to send messages. Ensure that the following information is part of the API:

  1. (Mandatory) Please make sure you send a key-value pair for uid under custom_args.
    The value of uid is the same as the value of the Client_Id or ID on the MoEngage user profile.


    Note: Any delivery feedback or engagement event without the UID field is rejected by MoEngage.

  2. To track categories, add the key - "categories" in your SendGrid Email API request. This is not mandatory.


  • MoEngage will create a new user if the user with the uid is not present in the event request from Sendgrid. Ensure that the correct uid value for the user is available. 

  • Duplicate users are created when uid and user values do not match.

  • Content creation, personalization and technical support for such campaigns and emails are not provided by MoEngage. 

  • Campaigns and Emails are not saved and are not accessible in MoEngage App. 

A sample Sendgrid Email API request with uid and category is described:

 "personalizations": [{
 "to": [{
 "email": "",
 "name": "John Doe"
 "subject": "Hello, World!",
 "categories": [
 "custom_args": {
 "uid": "Unique_user_id"
 "from": {
 "email": "",
 "name": "Mark Smith"
 "reply_to": {
 "email": "",
 "name": "Mark Smith"
 "content": [{
 "type": "text/plain",
 "value": "Sample email text"

Analyze Transactional Email

MoEngage uses the Email Events Integration with SendGrid to receive the data and display it in the unique unified user profile in MoEngage Dashboard.

You can check the status of events:

  • In the user profile of the user.

  • In different views on the Analytics page using the attribute Category or sg_id.
    The attributes help identify the transactional emails created using the SendGrid API in the MoEngage app. 

For any queries, contact

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