Before you get started

• Make sure you have access to the Automation menu and email marketing 

Transactional messages in an automation 

Transactional Messages are one-to-one emails that provide information to complete a transaction or process that the recipient has initiated with you. For instance, when a customer purchases a ticket to an event, they receive a Transactional Email with information about the ticket, price, and event details. Transactional Emails are sent to individuals instead of a large list of recipients.

• Transactional messages won't include an opt-out option.

Setting up a Transactional Message in Automations

• Click Create New Automation 
• Add a Trigger, such as "tag added"
• Add the action: "send email" or "send SMS"

• Select the type of email or SMS you want to send: Transactional

• Launch Email Builder to create your marketing email, or insert your SMS content

• Once finalised, click Save and set the Automation status to Active to start the automation

Marketing emails in an automation

Marketing messages are emails that are sent to groups of prospects or customers and primarily contain commercial messages or content intended for commercial purposes. Such emails must follow local laws.

• Marketing messages will include an opt-out option for subscribers

Example:

Setting up a Marketing message in Automations 

• Click Create New Automation 
• Add a Trigger, such as "tag added"
• Add the action: "send email" or "send SMS"
• Select the "To" list

• Select the type of email/SMS message you want to send: Marketing 

• Launch Email Builder to create your marketing email, or insert your SMS content

• Once finalised, click Save and set the Automation status to Active to start the automation

Key differences

• Trigger: Transactional emails are triggered by user actions, while marketing emails are typically scheduled or sent as part of a campaign.
• Content Focus: Transactional emails provide information related to a specific transaction or action, while marketing emails aim to engage, inform, or sell.
• Regulation Compliance: Transactional emails have looser regulations around consent, whereas marketing emails require strict compliance with opt-in and unsubscribe rules.

Transactional emails

• Purpose: 
• Sent to facilitate or complete a transaction or process that the recipient has already agreed to or initiated. They are usually triggered by a user's action.
• Examples include order confirmations, password reset emails, shipping notifications, and event registration details.

• Content:

  • Focused on providing necessary information related to a specific transaction or interaction.
  • Generally do not contain promotional content, as their primary purpose is to deliver essential information.

• Regulations:

  • Typically exempt from strict marketing regulations, like those outlined in the CAN-SPAM Act, as long as they strictly provide necessary information.
  • Consent is not always required, as they are part of an ongoing relationship or transaction.

• Open Rates:

  • Often have higher open rates because they are expected and contain relevant information.

For example: If you want to send location details to individuals who sign up through a form, you should use a transactional email instead of a marketing email. This is because the email contains event information and is not promotional content.

Marketing emails 

• Purpose:

  • Sent to promote products, services, events, or to nurture leads and engage customers over time. They are typically part of a broader marketing strategy.
  • Examples include newsletters, promotional offers, product updates, and event invitations.

• Content:

  • Designed to encourage further engagement, such as making a purchase, signing up for a service, or attending an event. They may contain promotional content, offers, or calls to action.

• Regulations:

  • Subject to strict regulations, such as the CAN-SPAM Act, GDPR, or CASL, which require explicit consent from the recipient.
  • Unsubscribing must be easy, and clear opt-out mechanisms must be provided.

• Open Rates:

  • Open rates are generally lower than transactional emails, as they are not always expected and may be seen as less urgent.

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