Aim:  Optimize the usage of transactional emails, going beyond their communicative nature and combining it with marketing purposes. The project has been developed in collaboration with Incomedia, Italian software developer and vendor. Objective: Understand how Incomedia can exploit the benefits of transactional emails in a marketing perspective in order to increase the sales of its software. Limitation: The specificity of the topic, strictly related to Incomedia’s activities, products and consumers. Limits of time and variables tested with the A/B experiment. Theory/Methodology : It helped us to leverage the potential of transactional emails through the improvement of one particular element, the price discount offers. Due to the particularity of the software “medium-price” level, we have choose to do an A/B test experiment of the new transactional email by presenting the discount in two different ways: monetary and percentage terms. Result: The new transactional email, with the price discount, drove us to satisfactory results. The price discount expressed in percentage was better perceived and accepted by consumers; thanks to this, Incomedia during the experiment could highly increase its sales.