Transactional emails are sent individually as notifications that provide functional information that is relevant to the recipient only. Because of this, they usually have a higher open rate.
It is not necessary to get the recipient's permission to send transactional emails as they are triggered by specific actions that the recipient executes.
Examples of transactional emails include:
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Password reset
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Subscription confirmation
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Order summaries
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Billing notices
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Account creation
Marketing emails, on the other hand, are usually sent in bulk at a specific time. They contain promotional information that applies to all or a specific number of recipients. Because of this, their open rate is usually lower.
Examples of marketing emails include:
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Newsletters
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Welcome series
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Promotional offers
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Event invitations
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Announcements
It is required to get the recipient's permission to send them marketing emails, as well as to include an Unsubscribe link on the footer of each email so the recipient can opt-out whenever they want.
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