Best practices, Maile marketingowe, Maile transakcyjne
Best practices, Maile marketingowe, Maile transakcyjne
EmailLabs is a service that offers its customers external SMTP servers. With their help, you can send your email communication. However, it has to be of a solicited nature. This means that the person to whom you are sending electronic messages must have requested it in advance. It’s the main requirement that must be met to use the EmailLabs platform. You can choose from several ways to gain explicit consent. This can be done by letting the customer accept your Terms of Service or encouraging him to sign up for your newsletter. The method of obtaining such consent is optional. In the end, all that matters is that you have the permission to send emails and the recipient is aware of it.
Another important thing is to determine the type of messages you want to send using EmailLabs. Our email infrastructure can handle both transactional and marketing traffic. It has been designed to keep both groups of messages separate and handled independently by our system. By doing so, we can take care of server and domain reputation and guarantee better deliverability. Therefore, it is necessary to determine the nature of sent emails. Which, as it often turns out, is not that simple.
Email communication changes nearly every year. Not only from a technical point of view but also in terms of its content. This process has been fast-forwarded by the pandemic, which not only caused an overall increase in global email traffic but also forced senders to look for more attractive forms of communication with their customers. Nowadays electronic messages are becoming more and more multimedia, personalized, and sometimes blur the line between transactional and marketing emails. Which as a result may cause problems with their proper classification. This is why in the next part of this article we will discuss the types of emails you can send using EmailLabs.
The first group is transactional emails. As the name suggests, these types of messages are most often sent as a part of the customer support process of a given service, website, shopping platform, or particular application (so-called service messages). They may concern for example: user account registration and activation, password reset confirmation or removing a client’s profile.
One of the characteristics of transactional traffic is that it’s usually triggered by a user’s action. Only their activity starts appropriate system processes, which for administrative and security reasons require sending specially prepared email messages. Since the typical transactional traffic is carried out in 1:1 mode, it shows rather low sending volumes. At the same time obtaining very high open rates.
The EmailLabs platform also includes this group of messages:
External and internal email communication usually contains unique content and does not require the recipients’ activity to be generated.
Marketing messages are used to perform sales and promotional strategies. By far the most well-known form of marketing email is Newsletter. It is a carefully planned mailing campaign that runs regularly on a set schedule. Typically, it has a strictly marketing-oriented email design that features lots of sales phrases, images, and links. The messages are a package offer that is supposed to interest the subscriber enough to redirect him to the appropriate website where he will make a transaction. Since their main task is to reach as many recipients as possible in a given time, they are often called mass mailings.
However, nowadays you can see that the eCommerce industry is slowly moving away from such practices. This tendency is gaining more and more followers, as a typical Newsletter sent regularly in large volumes is no longer as effective as it was a few years ago. And this is mainly due to growing competition in the eCommerce market. The cure for this situation is personalized marketing, which is known for its more individualized approach to the customer who is becoming a more and more aware participant of the marketing email communication. Thus, this new type of marketing message pays more attention to the needs and preferences of the recipient. While campaigns are smaller, the email content is getting more transactional – e.g. abandoned shopping carts.
There is one more group of messages which is called semi-transactional emails. These are, of course, transactional messages which, because of their large sending volume, repetitive content, and low open rate, are treated by providers as marketing campaigns. This is mainly related to administrative messages, which can refer to almost any aspect of the company or service. Usually, they are system generated and later automatically sent to all customers (users). Such messages may include those informing about changes in terms and conditions, technical work, issued bulletins, and available development announcements.
Due to its nature, semi-transactional emails are very challenging traffic to handle. It is rather hard to predict how ISPs’ email systems will classify this type of messages.
To sum up, the EmailLabs platform offers its clients specialized server infrastructure which can be used to send any type of transactional and marketing messages. Moreover, it is designed in such a way that both groups of emails do not affect each other, which significantly improves their deliverability. The primary condition for using our service is to send only solicited messages.
Email Deliverability Manager
A graduate of Adam Mickiewicz University in Poznan. Associated with EmailLabs service and Email and SMS communication since 2015. Manager of Deliverability and Customer Support. On a daily basis, he is responsible for coordinating the work of the EmailLabs Customer Service Office as well as analysing deliverability, preparing and monitoring server infrastructure and supporting customers in conducting Email communication.
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