Don't look like spam
"Transactional email can be a website's customer service ambassador, but messages must first survive a ruthless selection process in the user's in-box. Differentiating your message from spam is thus the first duty of email design.
Email is one of a website's most powerful tools for strengthening customer service and increasing users' confidence and trust in the site. Confirmation messages and other automated transactional email can complete the user experience: they reach out to customers in ways that are otherwise impossible for websites, which must sit still and wait for users to approach."
From Dr. Jakob Nielsen's Alertbox
Automated Email From Websites to Customers
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