Bonus material: How to increase email click-through rates [infographic]

Often referred to as automated emails, transactional email are a type of real-time messages sent to users via email after a specific action has been taken within a website. Transactional email is different from promotional email in that it is usually triggered by interactions or events within a service or application rather than by a business’s marketing campaign.

Automated emails often contain valuable information that is critical to the customers’ experience. Examples include are purchase receipt, password reset shipping and legal notification among others. 

There is a fine but clear line between transactional and marketing emails and it’s always advisable to err on the side of cautions – yes, a customer purchased item X but without an opt-in from then, you can’t then send a follow up to promote item Y (keyword, PROMOTE).



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