Promotional Campaigns
Promotional Campaigns are used to communicate details about offers, deals, recommendations, brand awareness, and what have you. They are all about promoting the brand in such a manner as to nudge the user to engage with the brand.Including promotional content in transactional emails is liable for penalization if flagged.
It is recommended to keep the promotional content out of transactional messages as users may not have the option to unsubscribe from them.
It is recommended to keep the promotional content out of transactional messages as users may not have the option to unsubscribe from them.
Transactional Campaigns
Transactional Campaigns relay messages about the user’s interaction with the brand and denote a specific transaction made by the user. For example, invoice summary, shipping information, a summary of the conversation between the user and the brand’s help system, any changes to the terms, guidelines, or regulations, and so on. In the case of transactional emails, the user is expecting to receive the information from the brand and thus they have higher open rates and consequently better engagement.
Examples of Transactional Campaigns
One Time Transactional Campaign When there are changes in the regulations or guidelines or the terms of services, the brand can send a one-time communication (blast) to its users and this would be an example of a one-time transactional campaign. Periodic Transactional Campaign Any communication sent to a customer that is both transactional and regular/periodic in nature such as monthly bills, monthly account statements, and so on can be sent as a periodic transactional campaign. Event Triggered Transactional Campaign Event-triggered campaigns are sent when an event or customer action happens. For example, when someone purchases an item, a transaction occurs. This ‘event’ can be configured to trigger a campaign to send an email pertaining to this transaction.The following checks will not be performed for transactional emails: Delivery Controls (FC and DND), Unsubscribe, and Complaints. Control Groups will also be ignored for transactional emails.
Promotional Campaigns vs. Transactional Campaigns
Apart from differing in the nature of the content and purpose as explained above, promotional and transactional emails also differ in terms of which users can be targeted as part of the campaigns.Email Bounce
In the case of both promotional and transactional emails, soft bounces are retried and hard bounces are not. In case the user’s mail id has been quarantined owing to a hard bounce, the email (whether transactional or promotional) will not be sent to the quarantined user.Only hard bounces and invalid email formats are checked for transactional emails.