This article will help you understand the differences between transactional and marketing emails, explain why proper classification is important, and guide you on how to choose the right type for your communications.
Following these guidelines ensures better email deliverability, compliance, and a more positive experience for you and your recipients.
What Are Transactional Emails?
Transactional emails are sent in response to a specific action taken by the customer or to deliver critical information related to an existing relationship. They are often expected, timely, and directly relevant to the individual recipient.
Key Characteristics:
Sent only when triggered by a user action (e.g., making a purchase, requesting information on a product/service)
Contain essential and time-sensitive information the recipient needs or expects.
Do not require unsubscribe links, as the user anticipates this communication.
Common Examples:
Order confirmations and receipts
Shipping and delivery updates
Account notifications or status updates tied to a customer’s recent activity
What Are Marketing Emails?
Marketing emails promote products, services, or opportunities and are often sent to a broad audience. They are not triggered by a specific user action; instead, they aim to encourage engagement, sales, or brand awareness.
Key Characteristics:
May be sent to a large list of contacts at once.
Aimed at generating interest, re-activating past customers, or upselling.
Must include an unsubscribe link or other clear opt-out method to comply with regulations.
Common Examples:
Newsletters, promotions, or special offers
Seasonal campaigns or re-engagement emails sent to past customers
General check-in emails or follow-ups not tied to a direct user actions
Why Proper Classification Important
Deliverability & Reputation:
Email providers like Google require bulk senders to follow strict guidelines. If you send marketing-type emails and mark them as transactional, they may be flagged as spam. Too many spam reports can harm overall deliverability, affecting not only your messages but also other senders on our platform.Compliance & User Trust:
Accurate labeling ensures that your emails meet legal requirements and expectations. Marketing emails without an unsubscribe option can frustrate recipients, leading to spam reports and damaging trust.