{"id":79560,"date":"2023-01-23T08:00:13","date_gmt":"2023-01-23T16:00:13","guid":{"rendered":"https:\/\/rightwave.com\/rwi\/?p=79560"},"modified":"2023-09-29T20:13:34","modified_gmt":"2023-09-30T03:13:34","slug":"marketing-vs-operational-emails","status":"publish","type":"post","link":"https:\/\/rightwave.com\/rwi\/marketing-vs-operational-emails","title":{"rendered":"Operational vs. Marketing Email"},"content":{"rendered":"<p><span style=\"color: #000000;\"><b>Operational Emails<\/b> (sometimes called Transactional Emails) are used to share critical, relevant information with current customers. Recipients who opted out from receiving marketing messages can still receive operational emails as long as there is a legitimate interest in sharing the content. Therefore, marketers should use caution when developing content because including marketing messaging in an operational email may negatively impact the organization&#8217;s credibility. In simple terms, the information shared in operational emails must be helpful for and needed by the recipient.<\/span><\/p>\n<p><span style=\"color: #000000;\">In terms of when and how they are sent, Operational Emails are typically sent individually (manually) or via a trigger campaign based on a recipient&#8217;s specific activity or status. The cadence would be to send only when necessary.<\/span><\/p>\n<p><span style=\"color: #000000;\">Examples of Operational Emails include:<\/span><\/p>\n<ul>\n<li>Purchase<span style=\"color: #000000;\"> information\/confirmation&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">Event information (examples: registration confirmation or details of a meeting that changed)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">Purchased product support information: update release notes, product documentation, system outage notifications, and others<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">Customer service information (how to contact, when to contact, and similar details)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">Newsletters? Probably not! See Marketing Email examples.&nbsp;<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000;\"><b>Marketing Emails<\/b> are typically used to promote an event, product, service, partner or brand and can be sent to prospects as well as current and past customers who have not opted out of receiving marketing emails.<\/span><\/p>\n<p><span style=\"color: #000000;\">Marketing Emails can be sent by batch (ex: email inviting contacts from purchased list of trade show attendees to visit trade show booth) and by trigger (recipient downloaded a gated asset from the marketing company\u2019s website kicking off a related nurture campaign). The cadence for marketing emails varies but in a typical B2B setting, connecting with known contacts 3-5 times per month (about once a week) is a recommended practice.&nbsp;<\/span><\/p>\n<p><span style=\"color: #000000;\">Examples of Marketing Emails include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">Product information on a product the recipient has not yet purchased<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">Marketing event announcement or invitation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">A new partnership announcement<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">Newsletters: If the newsletter contains messaging that attempts to upsell\/cross-sell or otherwise promote a product or service, the newsletter should be considered a marketing email. If the newsletter contains only critical information on product(s) in use such as update release notes, a newsletter could be considered operational. If a newsletter contains update release notes and an announcement about a brand new service offered by the organization, it should be considered a marketing email.<\/span><\/li>\n<\/ul>\n<p><b>Key Takeaways<\/b><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">The goal of Operational Emails is to share critical information with customers. Depending on the location the organization\u2019s policies, even if the customer has opted out of receiving Marketing Emails, it may still be possible to send those customers Operational Emails.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">The cadence of Operational Emails is only when necessary.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">Operational Emails are typically sent individually (manually) or by trigger depending on their status or behavior.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">Adding marketing information to Operational Emails to get around Marketing Email unsubscribes may have negative repercussions for the marketing organization.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">The goal of Marketing Emails is to promote products, services, brands and partners to prospects and customers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">The cadence of Marketing Emails can be approximately weekly to known recipients in a B2B setting.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">Marketers should <i>always<\/i> respect the opt in\/opt out preferences of prospects and customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"color: #000000;\">Marketing Emails are not typically sent individually (manually) and instead are sent by batch or trigger campaigns.<\/span><\/li>\n<\/ol>\n<p><span style=\"color: #000000;\">For more information about RightWave marketing products and services<\/span> <a href=\"https:\/\/rightwave.com\/rwi\/contactus\">Contact Us<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Operational Emails (sometimes called Transactional Emails) are used to share critical, relevant information with current customers. Recipients who opted out from receiving marketing messages can still receive operational emails as long as there is a legitimate interest in sharing the content. Therefore, marketers should use caution when developing content because including marketing messaging in an&hellip;<\/p>\n","protected":false},"author":23,"featured_media":83662,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-79560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-welcome","category-3","description-off"],"_links":{"self":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/79560","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/comments?post=79560"}],"version-history":[{"count":41,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/79560\/revisions"}],"predecessor-version":[{"id":83663,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/79560\/revisions\/83663"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media\/83662"}],"wp:attachment":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media?parent=79560"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/categories?post=79560"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/tags?post=79560"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}