The Importance of Separating Marketing and Transactional Emails
Every company needs to engage subscribers and customers with marketing emails, with messages about new product and service offerings, or sales. These usually contrast with the hyper-targeted, 1:1 transactional emails sent in response to user actions, such as double opt-in confirmations or welcome emails. However, if your email system’s sender profiles are not set up correctly, your entire program’s deliverability can be impacted in a major way.
For our purposes, we’ll be using the term “sender profile” to represent the domain/subdomain and IP address combination used to deliver messages to your user lists. “Commercial” or “Marketing” sends refer to advertising or promotional programs sent based on a campaign or product calendar. “Transactional” sends refer to emails meant to facilitate or complete a commercial transaction and reach one particular user in a timely manner, such as purchase confirmation emails. Another way to think of the distinction is that commercial messages require an opt-out, while transactional...