Transactional Emails and Marketing Emails: Know the Difference

Transactional Emails and Marketing Emails: Know the Difference

Posted under Transactional Email on June 4, 2018

Our inboxes are filled with different types of emails. Most businesses use two types of emails i.e. Marketing Emails and Transactional Emails. For users/customers, the two types of emails differ based on content. However, Marketing Emails and Transactional Emails differ in terms of how they are sent as well.

What are Transactional Emails?

A Transactional Email is an email that is generated through a user’s action. This is the reason why they are also referred to as Triggered Emails. These are emails that are automatically generated when you fill a form on the internet, complete an online shopping transaction, ask for a password reset and so on. Such emails are machine generated and vary on the basis of rules set on customer action. SMTP Relay or APIs are normally used to send Transactional Emails.

Examples of Transactional Emails

Here are a few examples of Transactional Emails to help you understand better.

    1. Updates about online shopping – like emails informing recipients that their order has been shipped, out for delivery and delivered.
    2. Social media updates – Updates on your social account which include new message received or pending notification count in facebook, answer upvote and followers in Quora, notification on Linkedin etc.
    3. Changes in the basic information of the account like password changes or resetting your password.
    4. Reminder emails for loans or repayment

What’s important to note is that transactional emails are the ones that the customer actually looks forward to and these emails should be swiftly delivered to the inbox without any delay. To know more about the best practices for transactional emails, click here.

What are Marketing Emails?

Marketing Emails differ from Transactional Emails in terms of their content. They are not sent as per the inputs of the customers but are pre-decided by the sender. While you can take the help of SMTP Relay or Web API to send these emails, marketers look for added functionality like email list upload, template builder, segmentation, etc. Their main purpose is to create a market for customers and spread awareness regarding the latest activities or trends in the business.

Sending marketing emails is a good practice provided –

  • You have explicit consent from the recipient to receive such emails
  • You don’t bombard them with too many emails and maintain a healthy email sending frequency
  • Send only to your subscribers and do not purchase email list (learn about the hazards of buying email list here)

With the advent of laws like CAN SPAM and the recent GDPR, it’s important that you follow the best practices and are compliant with the laws and regulations that rule email.

Examples of Marketing Emails

Here are some of the examples of Marketing Emails:

A weekly newsletter from a website being sent via emails


Promotional emails sent before the beginning of a sale


Promoting an upcoming event to attract registrations


What to ensure while sending Transactional Emails and Marketing Emails?

Irrespective of the type of email you are sending, you must ensure that your email has the following requirements. It will give you the assurance that your emails are effective and you are able to derive maximum benefits out of them:

  • Personalize the emails so your customers are interested in reading them. You can base these customizations on past browsing and shopping habits of your customers.
  • Monitor the performance of the emails. Sending an email is not enough if you do not take effective measures to correct the ones that are not performing well.
  • Do not spam their inbox by sending repetitive emails. This will prevent you from losing your customers, and your emails will not be marked as spam.

For a business to grow well, you need to send both Marketing Emails as well as Transactional Emails Having a right blend of both will help you connect with your customers and grow effectively, which Pepipost can help you with.

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Sita Kalluri|Head - Marketing & Branding

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