Mehr Aktion und Reaktion mit Transaktions-Emails provozieren!

Transaction emails—that is, those emails that confirm orders or that a product has shipped, for example—can be an additional layer to a company’s email strategy. Just tread carefully to make sure you don’t cross the line into outright marketing.

The US CAN-SPAM Act exempts transactional and relationship emails, writes Fawn Young, marketing strategist at Bronto. These, however, are rigidly defined as:

- Facilitating or confirming a commercial transaction;

- Providing warranty, recall, safety, or security information about a product or service;

- Providing information about a change in terms or features, account balance information regarding a membership, subscription, account or loan.