Transactional vs. Broadcast
Take the quiz. 🥰
Or use this chart! 🥳
There are some message types (in green) that blur the line between Transactional and Broadcast. In those cases, you'll want to see what other characteristics they have that categorize them one way or the other.
|
Characteristic |
Recommendation |
Examples |
|
human manually sends/schedules the message |
Broadcast |
event updates, legal notices, product updates, promotional marketing |
|
content is different each time the message is sent |
Broadcast |
activity digests, event updates, legal notices, newsletters, product updates, promotional marketing |
|
message is sent to a stored list of recipients |
Broadcast |
activity digests, event updates, legal notices, newsletters, product updates, promotional marketing |
|
human being manually creates the content |
Broadcast |
legal notices, newsletters, product updates, promotional marketing |
|
recipients can choose not to receive these messages |
Broadcast |
activity digests, newsletters, product updates, promotional marketing |
|
message is sent to more than recipient at once |
Broadcast |
activity digests, legal notices, newsletters, product updates, promotional marketing |
|
you're expecting lower engagement (<20% opens) |
Broadcast |
activity digests, legal notices, newsletters, product updates, promotional marketing |
|
message is an update that requires urgent attention or action from the recipient |
Transactional |
billing updates, event updates, legal notices |
|
you're legally, practically, or contractually required to send the message |
Transactional |
account creation confirmations, billing updates, contact form auto-replies, email verifications, legal notices, purchase confirmations |
|
message is sent automatically with no human intervention |
Transactional |
account creation confirmations, activity digests, billing updates, contact form auto-replies, email verifications, purchase confirmations |
|
message is sent immediately after the recipient performs an action |
Transactional |
account creation confirmations, billing updates, contact form auto-replies, email verifications, purchase confirmations |
|
message is sent as a result of filling out an online form |
Transactional |
account creation confirmations, contact form auto-replies, email verifications, support replies |
|
the message is extremely time-sensitive (must be delivered within 10 minutes or less) |
Transactional |
account creation confirmations, contact form auto-replies, email verifications, purchase confirmations |