Promotional Campaigns
Promotional Campaigns are used to communicate details about offers, deals, recommendations, brand awareness, and what have you. They are all about promoting the brand in such a manner as to nudge the user to engage with the brand.
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Note Including promotional content in transactional emails is liable for penalization if flagged. |
Transactional Campaigns
Transactional Campaigns relay messages about the user's interaction with the brand and denote a specific transaction made by the user. For example, invoice summary, shipping information, a summary of the conversation between the user and the brand's help system, any changes to the terms, guidelines, or regulations, and so on. In the case of transactional emails, the user is expecting to receive the information from the brand and thus they have higher open rates and consequently better engagement.
Examples of Transactional Campaigns
One Time Transactional Campaign
When there are changes in the regulations or guidelines or the terms of services, the brand can send a one-time communication (blast) to its users and this would be an example of a one-time transactional campaign.
Periodic Transactional Campaign
Any communication sent to a customer that is both transactional and regular/periodic in nature such as monthly bills, monthly account statements, and so on can be sent as a periodic transactional campaign.
Event Triggered Transactional Campaign
Event-triggered campaigns are sent when an event or customer action happens.
For example, when someone purchases an item, a transaction occurs. This 'event' can be configured to trigger a campaign to send an email pertaining to this transaction.
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Note The following checks will not be performed for transactional emails: Delivery Controls (FC and DND), Unsubscribe, and Complaints. Control Groups will also be ignored for transactional emails. |
Promotional Campaigns vs. Transactional Campaigns
Apart from differing in the nature of the content and purpose as explained above, promotional and transactional emails also differ in terms of which users can be targeted as part of the campaigns.
| Configuration | Promotional Campaigns | Transactional Campaigns |
| Unsubscribed Users | Cannot be sent to unsubscribed users. Promotional campaigns should mandatorily have an unsubscribe link in the email to enable users to opt-out of receiving such emails in the future. | Can be sent to users irrespective of whether they have subscribed to or unsubscribed from receiving messages from the brand. MoEngage does not append the unsubscribe URL in the email body for transactional emails. |
| Frequency Capping | Promotional campaigns take Frequency Capping (FC) settings into account while sending emails. However, there is the option of ignoring FC for promotional campaigns. Click here for more information about Frequency Capping settings. |
Transactional emails ignore Frequency Capping (FC) settings and emails will be attempted to be sent to users even if the FC limit for the day has been met. |
| DND Configuration | If Do Not Disturb is configured, promotional campaigns are not sent in the time frame specified in the DND settings. However, there is the option of ignoring DND settings during campaign creation for promotional campaigns. Click here for more information about Do Not Disturb. | Transactional campaigns are sent irrespective of whether DND has been configured. This means that even if the campaign is scheduled to be sent in a time frame that has been marked as DND, transactional emails will be sent. |
| Spam | If the user has marked any communication from the brand as spam, promotional campaigns aren't sent to them. | Transactional emails are sent to the user irrespective of whether a user has marked any communication from the brand as spam. |
Email Bounce
In the case of both promotional and transactional emails, soft bounces are retried and hard bounces are not. In case the user's mail id has been quarantined owing to a hard bounce, the email (whether transactional or promotional) will not be sent to the quarantined user.
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Note Only hard bounces and invalid email formats are checked for transactional emails. |