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Digital and e-commerce
Marketing emails vs transactional emails
| Aspect | Marketing email | Transactional email |
|---|---|---|
| Purpose | Inform, engage and sell | Confirm or complete an action |
| Trigger | Your campaign calendar | A customer's action or an account event |
| Consent | Required: a clear opt-in | Expected as part of the service the person uses |
| Content | News, offers, useful content | Order, password, invoice, delivery details |
| Timing | Planned sends at a regular frequency | Immediately after the event |
| Key metrics | Clicks, conversions, unsubscribes, complaints | Delivery speed, inbox placement, support requests |
| Aspect | Marketing email | Transactional email |
|---|---|---|
| Purpose | Inform, engage and sell | Confirm or complete an action |
| Trigger | Your campaign calendar | A customer's action or an account event |
| Consent | Required: a clear opt-in | Expected as part of the service the person uses |
| Content | News, offers, useful content | Order, password, invoice, delivery details |
| Timing | Planned sends at a regular frequency | Immediately after the event |
| Key metrics | Clicks, conversions, unsubscribes, complaints | Delivery speed, inbox placement, support requests |