Key points
- Transactional = order/password/notification (expected)
- Marketing = promotional (opt-in required)
- Different rules & expectations
- Transactional usually has higher deliverability
How to do it
- Identify which type each send is
- Use appropriate consent rules
- Keep lists clean for marketing
- Monitor both separately
Common mistakes
- Treating marketing as transactional
- Marketing without consent
- No unsubscribe
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