[mrtksn]

Don't think transactional e-mail like "your order has been dispatched", imagine "You are invited to our annual conference", "We miss you, here is a %50 discount coupon for your next order!", "You have been accepted to our beta program" or "Unfortunately your application has been rejected" kind of e-mails.

When there's an e-mail about something special(in a sense that it's not happening all the time), I tend find it suspicious if it is not well formatted. If it's going to make me happy, better be formatted happy and if it is going to make me sad better looks like making me sad was taken seriously.