Summary
Adding promotional materials to transactional emails is a complex issue with potential benefits and risks. While sending promotional content from a transactional IP doesn't directly affect ISP filtering, mixing content types can confuse ISPs and lead to misclassification, potentially impacting deliverability and foldering. Customer intent and expectation are crucial considerations. A key risk is users marking emails as spam, which can harm sender reputation. Segmenting audiences to only send promotional content to opted-in users is a common recommendation. Some regions have strict regulations regarding promotional content in transactional emails. Prioritizing the transactional purpose, monitoring engagement, and maintaining a high ratio of informational to promotional content are essential. Separating sending domains/IPs or identities for transactional and marketing emails is also advised.
Key findings
- ISP Filtering Unaffected by IP: Sending promotional content from a transactional IP doesn't automatically flag the email as promotional by ISPs.
- TiS is Noisy: Reports of 'This is Spam' are not always reliable and are factored into filter calculations.
- Regional Rules Matter: Some regions have strict regulations regarding promotional content in transactional emails, impacting legality.
- Segmentation Reduces Risk: Segmentation, where only opted-in users receive promotional content, lowers the likelihood of emails ending up in spam.
- Sender Reputation Impact: Mixing promotional and transactional content can negatively affect sender reputation, with users more likely to mark the emails as spam.
- Content Mixing Problematic: Mixing promotional and transactional content is generally problematic and can confuse ISPs and users.
- Potential for Misclassification: Adding promotional content can cause filters to categorize transactional emails as marketing, leading to missed notifications.
Key considerations
- Customer Intent and Expectation: Focus on customer intent and expectation when considering promotional content.
- Value and Relevance: Promotional content, if included, should be valuable and relevant to the transaction.
- Avoid Overly Promotional Content: Refrain from using overly aggressive or misleading promotional tactics.
- Prioritize Transactional Purpose: Always prioritize the transactional purpose of the email.
- Monitor Engagement: Closely monitor engagement and deliverability metrics to detect any negative impacts.
- Content Ratio is Key: Ensure a high ratio of informational to promotional content.
- Separate Sending Infrastructure: Consider using separate sending domains/IPs or identities for transactional and marketing emails for best results.
- Ensure opt-in compliance: Ensure promotional content is only sent to those who have explicitly opted in.
What email marketers say
8 marketer opinions
Adding promotional materials to transactional emails can negatively impact email deliverability and foldering. While some marketers find success with careful monitoring and personalization, it's crucial to prioritize the transactional purpose of the email. Overly aggressive or misleading promotional content increases the risk of emails being flagged as spam and harming sender reputation. Regional regulations and audience segmentation should also be carefully considered.
Key opinions
- Negative Impact: Adding promotional content can negatively impact email deliverability and foldering algorithms, potentially leading to emails being marked as spam.
- Sender Reputation: Mixing transactional and marketing content can harm sender reputation if not done carefully.
- ISPs Confused: Promotional content in transactional emails can confuse ISPs, leading to misclassification and placement in spam folders.
- Segmentation is Key: Segmenting audiences and only sending promotional content to those who have opted-in can mitigate risks.
- Regional Rules: Some regions have strict guidelines on adding promotional content to transactional emails; compliance is essential.
- Risk Involved: Including promotions in transactional emails is a grey area with inherent risks, requiring careful monitoring.
Key considerations
- Prioritize Transactional Purpose: Ensure the primary purpose of the email remains transactional; avoid overly aggressive marketing tactics.
- Monitor Engagement: Closely monitor engagement and deliverability metrics to identify and address any negative impact.
- Personalization: Personalized offers related to the transaction may be more acceptable, but should still be used cautiously.
- Content Ratio: Maintain a high ratio of informational to promotional content within the email.
- Regional Compliance: Check and adhere to regional laws and regulations regarding promotional content in transactional emails.
- Segmentation: Segmenting users who have agreed to promotional material will likely reduce the chances of a negative impact.
Marketer view
Email marketer from Litmus explains that adding promotional content can cause filters to categorize transactional emails as marketing which results in users missing important order notifications, if the content is overly promotional.
24 Jun 2022 - Litmus
Marketer view
Email marketer from Omnisend explains that one can do it safely by segmenting one's audience. This should be people who actually want to receive promotional materials. This reduces the risk of the emails ending up in spam folders.
13 Jan 2022 - Omnisend
What the experts say
4 expert opinions
Experts generally advise caution when adding promotional materials to transactional emails. While sending promotional content from a transactional IP doesn't directly impact its categorization by ISPs, customer intent and expectation are crucial. Mixing content types can be problematic, and some regions have laws restricting the practice. Although unsubscribes might not increase, the risk of users marking emails as spam and harming sender reputation exists.
Key opinions
- ISP Filtering: Sending promotional content from a transactional IP doesn't change how ISPs categorize the email as promotional.
- Noisy TiS Channel: Filter managers recognize 'This is Spam' (TiS) reports are often unreliable.
- Content Mixing: Mixing transactional and promotional content is generally seen as problematic.
- Spam Reports: The main risk is users marking emails as spam, negatively impacting sender reputation.
- Regional Laws: Some countries have laws restricting promotional content in transactional emails.
Key considerations
- Customer Intent: Focus on customer intent and expectation when adding promotional elements.
- Value Added: If adding promotional content, ensure it's related to the transaction and adds value for the customer.
- Avoid Overly Promotional: Refrain from using overly promotional content in transactional emails.
- Separate Content: Separate promotional and transactional content.
Expert view
Expert from Email Geeks explains that sending promotional content from an IP address used for transactional mail will not affect it being recognized as promotional by ISP filtering.
7 Oct 2021 - Email Geeks
Expert view
Expert from Word to the Wise responds that, as a general rule, promotional content and transactional content need to be separate. Some countries have laws which restrict this practice. While customers are unlikely to unsubscribe, they may mark the emails as spam, which decreases the sender reputation.
4 Oct 2021 - Word to the Wise
What the documentation says
4 technical articles
Documentation consistently advises against mixing promotional materials with transactional emails. Transactional emails should focus on delivering essential information triggered by a specific action. Mixing content types can negatively affect deliverability, potentially leading to filtering by ISPs and harming sender reputation. Separating sending domains/IPs or identities for transactional and marketing emails is highly recommended.
Key findings
- Negative Deliverability Impact: Mixing promotional and transactional content negatively affects deliverability.
- ISP Filtering: ISPs may filter emails containing mixed content.
- Sender Reputation Harm: Sending transactional and marketing emails from the same identity can hurt sender reputation.
- Blurred Lines: Adding too much promotional content to transactional emails blurs the line between the two.
Key considerations
- Separate Content: Avoid mixing transactional and promotional content within the same email.
- Focus on Essential Information: Transactional emails should prioritize delivering essential information related to the transaction.
- Separate Sending Infrastructure: Consider using separate sending domains/IPs for transactional and marketing emails.
- Separate Sending Identities: Consider using separate sending identities.
Technical article
Documentation from SparkPost advises against mixing transactional and promotional content to ensure reliable delivery of critical messages. They recommend using separate sending domains or IPs for each type of email.
4 Jun 2023 - SparkPost
Technical article
Documentation from Mailjet explains that transactional emails are triggered by a specific action, like a purchase, while marketing emails are promotional and sent to a large audience. Mixing them can negatively affect deliverability as ISPs may filter them.
19 Oct 2023 - Mailjet
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