In Orchestrate, you can send two types of emails: marketing and transactional. Each type follows different rules and regulations depending on where you and your users are located. Understanding the difference helps you stay compliant and makes sure users receive the right kind of message for the right purpose.
Functionality overview
Both template types support personalization, segmentation, and branding. The main differences are:
- Unsubscribe behavior. Marketing emails include an unsubscribe link. Transactional emails don't.
- Recipient eligibility. Marketing emails respect unsubscribe preferences - only users who haven’t opted out will receive them. Transactional emails are sent to all users in the selected segment, regardless of unsubscribe status.
Important: Using the wrong email template could result in legal consequences.
Use transactional templates only for operational or required communications, not for marketing or promotional purposes. Always include the unsubscribe options featured in the marketing templates, where required by law. If you're unsure what qualifies as a transactional message in your region, contact your legal team.
For guidance on creating an email using either template type, see Create an email.
When to use each template type
Choose the template that suits the type of message and purpose of your email.
Marketing emails
Use marketing templates for promotional or engagement-oriented messages. These emails are designed to drive awareness and adoption, and are sent only to users who have opted into marketing communications.
Common examples include:
- Product announcements and feature launches.
- Customer newsletters or updates.
- Surveys or feedback requests.
- Promotions or adoption campaigns.
Transactional emails
Use transactional templates for operational or service-related messages that deliver essential information. These emails are sent regardless of marketing preferences and typically result from a user action or system event.
Common examples include:
- Account updates.
- Billing notifications or invoices.
- Order confirmations or receipts.
- Security or compliance alerts.
Key use case differences
| Marketing email | Transactional email | |
| Purpose | Promote features, increase engagement | Fulfill a user action or provide essential information |
| Audience | Users in your selected segment who haven’t unsubscribed | All users in your selected segment |
| Content type | Announcements, updates, or promotions | Account updates, confirmations, or required notifications |
| Unsubscribe option | Required | Not required (in most jurisdictions) |
| Compliance rules | Subject to marketing regulations (for example, CAN-SPAM, GDPR) | Usually exempt from marketing regulations, but must include only operational content |
Note: Legal definitions vary by region. Always verify your compliance requirements with your legal team.
By understanding the distinction between marketing and transactional emails, you can use Orchestrate email templates effectively - maintaining compliance while ensuring users receive the right kind of communication at the right time.