The latest article on  ‘Marketing Land’ is titled “The Disconnect Between Transactional & Promotional Emails”.

Cara Olson says, “Many major retailers do not send their transactional emails from the same email service provider (ESP) as their promotional emails. In fact, transactional emails are often delivered via an in-house solution or via the company’s e-commerce platform.

Brands cite a variety of reasons for this, including:

  1. Transactional and promotional emails typically originate from two distinct systems
  2. They are managed from two different departments (marketing and IT)
  3. It is “free” to send transactional emails from the current solution
  4. They don’t see a value proposition that justifies moving the transactional emails to the same system as the promotional emails”.

The Disconnect Between Transactional & Promotional Emails

Marketing Land

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