What is transactional messaging?

Transactional messaging is a type of automated communication typically delivered in real-time to a customer via email or SMS in response to an action they have taken, such as signing up for a service or making a purchase.

It typically includes notifications, confirmations, receipts, passwords or any other critical information that isn’t being sent for promotional purposes.

Which are the most common types of transactional messages?

Confirmation messages: Sent in response to actions, such as submitting forms, making payments, or resetting passwords.

Notification messages: Sent to inform customers of changes, such as device updates and important account activities.

Delivery status: Sent to track the delivery of packages and returned items.

Reminder messages: Sent to remind customers of upcoming deadlines and events.

Receipts: Sent after an order is placed, confirming that the payment went through successfully and providing details about the purchase.

What’s the difference between a promotional and a transactional message?

Promotional messages are typically sent by marketers to promote a product or service, often including offers, discounts, and updates. Promotional messages can take the form of emailers, push notifications, social media posts, SMS, in-app notifications and more.

Transactional messages are automated communications sent in response to an action taken by the consumer. They typically include notifications, confirmations, receipts, and password reset links.

While both types of messages can be used for marketing purposes, promotional messages are generally more focused on actively engaging customers while transactional messages act as informational resources and provide useful information about the user’s account or purchase.

Another important point to note is that promotional messages typically require consent whereas transactional messages do not.

Transactional messaging with Emarsys

Emarsys works with leading brands like Babbel, Pizza Hut and Nike to increase acquisition, purchase frequency, average order value and retention by using a rich set of customer, sales and product data to automate sophisticated cross-channel campaigns.