The difference between these two( Promotional emails and Transactional Emails) general types of email (email marketing) is crucial to understand. Let’s take a few minutes to explore these differences.
Transactional emails are also known as “triggered” emails (Email Marketing) because they are sent (or triggered) due to a subscriber/customer taking action. Whether it’s a sign-up confirmation, order or shipping confirmation, password reset emails, account updates, what have you, transactional emails generally perform better overall than promotional emails.
So, why do I say the line between transactional and promotional emails has blurred over the year? Because good marketers (Email marketing) use transactional emails as an opportunity to cross-sell, upsell, collect customer feedback, encourage social sharing, etc.
Types of Transactional Emails:
Welcome emails (Email Marketing)triggered after visitors subscribe to your email list. That first welcome email almost guaranteed to be your top-performing email. Hence it should introduce the subscriber to your brand and speak to the unique value proposition of your products and the benefits of being a list member.
Thank You/Confirmation Emails
Whenever an action takes place, subscribers expect some form of confirmation—in particular for a password reset, change information, purchase, or service upgrade. Confirmation emails (Email Marketing) are the “paper trail” that reassure your customers that you have processed the request.
Notification or Reminder Calls
Sometimes, it’s inaction that drives a triggered email. For example, “Your Netflix free trial is expiring…” Emails from Facebook come under this category, too. Your notification emails should be simple and prompt the desired action from your subscribers.
Customer feedback is a critical source of information for businesses (Email Marketing). These types of requests can help your customers remember the product they purchased you’re using a survey, it’s also a good idea to inform subscribers about the length of time required to complete it. And, if need be, offer an incentive to subscribers who complete the survey as well.
Exclusive shopping offers, discounts, product launches, daily deals, and third-party offers—there is no dearth of marketing emails in your inbox. Promotional emails want to generate conversions, sales, and revenue.
There are a few types of promotional email service listed below:
Special Offer Emails
Be careful with special offer emails. This is the kind of stuff that’s nearly guaranteed to end up in the “Promotional” tab in Gmail. It’s the kind of stuff that people get really annoyed with. When you send a special offer, make sure you segment your lists first
Avoid the gray area of email marketing. You know, that space where you aren’t really sure if the email you’re sending will end up in the inbox or a spam folder. Sale emails can be dangerous. Send them only to people who have explicitly requested them and consistently engage with your emails.
Holiday Offer Emails
Everyone expects to get more emails (Email Marketing) during the holidays. You have a green light to send a promotional email (to people who opted in) but not to badger your subscribers or annoy them. Use the built-in context of the holidays to craft a message that will be welcome in the inbox.
Event Announcement Emails
You have two options when it comes to announcing events via email (Email Marketing). You can include the announcement in an existing email (like a newsletter) or send a separate email dedicated to the announcement. Both can work and we have examples of each.
Emails are great for onboarding and inactive users. They can be promotional or Transactional. Since highly targeted Transactional emails consistently perform better than promotional emails.