Transactional or Relationship Email Message

Using this method of communication, a recipient can complete a transaction in the body of the email itself and is not redirected to a webpage that is instrumental in completing the transaction. These transactions can include completing a survey, making a purchase or writing a review.

Many web and email marketers find that these relationship emails lead to significantly higher conversion rates, especially for online stores. In the typical marketing email, users receive an email message that contains information about a product or about a new or existing sale. These bits of information, while intriguing, can easily be set aside so that the user can focus on their current task: checking their email.

Compared to regular email marketing newsletters and coupons, transactional emails require the user to complete fewer steps: these messages minimize the effort and tasks involved in online shopping and trial sign-ups. Recipients are able to access all necessary information — including products and shopping carts — in the body of their email. They are able to view products, make their selections and complete order forms.  After the order form has been completed, users can click a “submit” button and resume their previous activities — presumably reading other messages in their inbox.