What's the difference?
Transactional Emails are event-critical communications that participants need to receive. These emails share essential information about their registration or participation and cannot be unsubscribed from. (Event if they opt-ed out of marketing communications)
Marketing Emails are promotional communications designed to drive registrations and engagement. These require participant consent and must include unsubscribe options.
💡 Note: Never use the Transactional Email tool for promotional content, even if it contains some event information. Participants cannot unsubscribe from transactional emails, so they must only contain essential information.
When to Use Transactional Emails
Use the Transactional Email tool for time-sensitive, event-critical information that participants must receive. These communications are directly related to their existing registration.
Examples include:
Race day logistics (parking information, bag drop details)
Bib collection times and locations
Last-minute course changes or safety updates
Start time changes or wave assignments
Weather-related event updates
Post-event results and certificates
Registration confirmations and updates
Add-ons in post booking purchases e.g merch
When to Use Marketing Emails
Use the Marketing Email tool for any promotional content or non-essential communications. These emails are designed to generate interest, drive registrations, or engage your participant community.
Examples include:
Registration opening announcements
Early bird discount reminders
Training tips and preparation guides
Sponsor announcements and offers
Photo galleries and event recaps
Future event announcements
Newsletter content
Charity fundraising appeals
Mixing Content
Sometimes you may want to include both essential information and promotional content. In these cases, you should:
Send two separate emails: Use Transactional for the critical information and Marketing for the promotional content
Default to Marketing: If the promotional content is the main focus, use Marketing Email and ensure participants have opted in
Keep Transactional pure: Never add "while we have your attention" promotional content to transactional emails
Need More Help?
Learn how to create transactional emails
Learn how to create marketing emails
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