What is Transactional vs marketing email?
A transactional email is triggered by a customer action and is needed to complete it, such as an order confirmation; a marketing email promotes products or content.
Transactional emails can be sent without marketing consent in most places, but they should not be used to sneak in promotions. Marketing email needs the right consent and an easy way to unsubscribe.
Many stores send each from different streams so a marketing problem does not delay order confirmations.
A worked example.
A shop's order confirmation includes shipping details and a tracking link only. A separate campaign announces a sale. The two are sent from different streams, so a marketing slowdown never delays a confirmation.
Common mistakes.
- Adding promotions to receipts without thought
- Sending marketing to people who only agreed to order updates
- Sharing one reputation across both
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