![]() ![]() The difference between transactional and marketing emails You cannot have an entire flow that is deemed transactional, though it is possible to create a flow in which all the emails are transactional. There is no customer-facing indication that a message is considered transactional. For example, you may have a post-purchase flow in which the first email is a transactional order confirmation, while the subsequent marketing emails are aimed at generating product reviews and cross-selling related products. This means that you may have one email within a flow that is considered a transactional email, while the other emails in the series are considered marketing content. Additionally, transactional emails are marked on a per-email basis, not a per-flow basis. ![]() ![]() In Klaviyo, transactional emails are delivered through flows, as they must be sent in response to an action the customer took. To configure other types of transactional emails, you can leverage Klaviyo's open API. We recommend reviewing the data for your specific integrations to see which types of transactional emails you can leverage out-of-the-box. For many pre-built integrations, Order and Shipping Confirmation emails are the transactional emails that you can configure out-of-the-box. Different integrations bring over different events (or metrics), which can, in turn, be used to trigger different types of flows. The types of transactional emails you configure in Klaviyo will depend in large part on your integrations. Note that even customers that are suppressed receive transactional emails the only exceptions to this are if the suppression reason is due to an email bouncing too many times, the email was invalid, or the customer previously marked a message as spam. ![]()
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