What's the difference between Transactional Email & Email Marketing?

Discussion in 'General Off Topic' started by alexsamuel, Mar 25, 2020 at 11:30 PM.

  1. alexsamuel

    alexsamuel New Member

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    Jan 24, 2020
    Classic of webmarketing, emailing is an important communication lever because it is always very effective. Besides, far from being neglected, emailing remains widely used by companies. It is still necessary to have good emailing practices to optimize this lever. Before even becoming an emailing expert, it is wise to understand the fundamentals in order to have a solid foundation. The objective is to understand the challenges of emailing to optimize your campaigns.

    Among the fundamental principles, there is the distinction of two types of emails: marketing (or promotional) email and transactional email or even in social panels like instagram marketing redleos(.)com/pk/instagram-marketing/. Indeed, sometimes the border between these two types of emails is blurred, especially for notification emails. All the more, it is important to make a difference because these types of emails respond to different principles and objectives therefore the method diverges.

    Newsletters, promotional offers, sales, invi tation to an event, new collection,… there are many possibilities for email marketing. The objective is to be attractive in order to convert the prospect into a client and / or retain the client.

    Finally, even in BtoB, email marketing is interesting, in particular within the framework of a “lead nuturing” strategy which consists in sending content to strengthen the relationship with the prospect until his conversion into a client.

    Transactional email: definition and advantages
    Unlike email marketing, transactional email is systematically sent following a specific action by the recipient. Today, this type of email is very important because it promotes loyalty through trust and customer experience. Moreover, the Hamon law of 2014 requires e-merchants to transmit transactional emails such as the payment summary.

    Confirmation of account or newsletter registration, password reset, order confirmation, payment summary, invoices,… once again the possibilities are numerous even if the confirmation of an action comes back regularly.

    Transactional email remains very relevant because it benefits from an excellent opening rate and a very good deliverability rate. Indeed, these emails are expected by the recipients, hence the concept of trust and customer experience. It is therefore judicious to optimize these transactional emails by taking care of the content, ensuring the deliverability and by adding an exit point to retain the customer like a promotional code or promotions of the moment. Thus, transactional email also allows for additional sales with up-selling and / or cross-selling.

    What type of email to choose?
    The question does not arise because each type of email meets one or more criteria and objectives specific to each. To summarize, email marketing is sent to several recipients (a practice also called “one-to-many”) more or less automatically depending on the company and its strategy. The objective is to generate sales of a service or product through the acquisition and loyalty of prospects and customers. As for the transactional email, it is sent to a specific recipient and triggers automatically after its precise action (this is similar to the concept of one-to-one trigger marketing). It concerns the confirmation of an action, proof of an action, invoicing or follow-up. Finally, its goal is to generate trust and improve the customer experience with customers.

    In the end, these emails are complementary in the relationship with your prospects and / or customers. It therefore becomes interesting to use both types of emails in your strategy. Moreover, the current emailing or CRM solutions make it possible to create emailing campaigns or scenarios by associating marketing emails (newsletter, ...) and transactional emails (confirmation, ...)