Promotional and Transactional Email Campaigns

Understand the different bulk email protocols and how they are used to communicate with customers.

In an effort to protect consumers, email marketing has become strictly regulated over the years.

Spam laws require all marketing emails to feature an unsubscribe link and the sender's physical address. Internally, we call these Promotional emails, and both required elements are automatically added to the footer of every promotional email to ensure compliance.

These laws, however, do allow certain kinds of emails to forgo these elements for increased deliverability. The industry calls these emails Transactional, and they are sent under a different protocol that tells most spam filters that the email should be allowed.

What is a transactional email?

Transactional emails are a type of email sent to facilitate an agreed-upon transaction between the sender and the recipient. Transactional emails typically contain information a recipient wants or needs, and consequently have very high open rates.

Common transactional email use cases might include:

  • Purchase receipts
  • Account creation emails
  • Password resets
  • Account notifications
  • Social media notifications

In the past, spammers have used transactional email protocols to bypass spam protection and take advantage of the high open rates, resulting in heavy penalties if a promotional email is sent as transactional because, without the unsubscribe link, the recipient doesn't have the ability to opt out, and doesn't have recourse without the sender's address.

Transactional Email Campaign Approval

In order to help prevent transactional emails from going to the wrong recipients, we have implemented a light approval system that allows our email marketing experts to give your transactional campaigns a final glance to make sure it sends to the right people with the desired results.

  • Create your campaign, and the emails within it.
  • Click "Request Approval for this Campaign" at the top of the campaign's page and respond to the brief questions in the support chat pop-up.
  • Once submitted, we will review the criteria and content and either approve the track or recommend changes to bring the transactional emails into compliance with the law.

Approval does not activate campaigns or send emails, it only sets the campaign to an "approved" state so the user can then activate it and the emails inside. Emails will not send unless and until the user chooses to activate them, and the criteria are met.