Transactional and marketing emails: what's the difference?

Not all emails work the same way. Some are sent to guests based on their marketing consent. Others are sent because a guest took a specific action. Understanding the difference helps you know what to expect, and why a guest who unsubscribed might still receive an email from you.

The two types of emails

Marketing emails are messages you send to promote your venue, drive repeat visits, or build guest relationships. Things like special offers, event announcements, newsletters, or win-back campaigns. For a guest to receive a marketing email, they need to have opted in to your marketing. If they unsubscribe, the platform stops sending them marketing emails automatically.

Transactional emails are automated messages sent in response to something a guest did. A voucher redemption, a reward being issued, or an order confirmation. These emails are not based on marketing consent. They go out because an action was triggered, regardless of whether the guest is subscribed to your marketing or not.

Think of it this way: marketing emails are messages you choose to send. Transactional emails are messages a guest's own actions trigger.

Why consent works differently for each type

Transactional emails do not require the recipient to be subscribed to your email marketing in the first place. Because these emails relate to a specific action the guest took, they are expected.

Marketing emails, on the other hand, require explicit opt-in. Customers must opt in to their email being used for marketing purposes, either through signing up or checking a box. Adding customers to a promotional list without their consent can fall foul of regulations.

This is why a guest who has unsubscribed from your marketing can still receive a voucher email. It is not a bug. It is the system working as intended.

Why you should keep them separate

If you mix marketing content into a transactional email, the entire email becomes a marketing email under most regulations, and that is where venues can get into trouble. There is also a deliverability risk: if a guest marks a transactional email as spam, it can affect the deliverability of all your emails.

The safest approach is to keep transactional emails purely informational, and use your marketing campaigns for any promotional content.

FAQ

A guest said they unsubscribed but still got an email. What happened?
They most likely received a transactional email triggered by an action they took, like redeeming a voucher. Their unsubscribe only applies to marketing emails. This is expected behaviour.

Can a transactional email end up in spam?
Yes. Consent and deliverability are separate things. Even a transactional email can land in a guest's spam folder depending on their email provider or sender reputation. If this is happening regularly, contact support so we can look into it.

Can I turn off transactional emails for specific guests?
Not currently. Transactional emails fire based on guest actions. If a guest does not want to receive any emails, they would need to avoid triggering those actions.

Any questions? Reach out to us via email at support@meandu.com.