Transactional vs marketing email
Transactional emails are messages triggered by specific user actions: registration confirmation, password reset, order receipt, shipment notification. They have very high open rates (50-70%) because the recipient expects them.
Marketing emails are proactive communications to a contact list: newsletters, promotions, product updates. They require explicit consent under GDPR and must handle opt-outs and unsubscribes.
Email API integration with Chat API
Chat API includes an Email API allowing sending transactional and marketing emails from the same platform used for WhatsApp and SMS. This enables coherent omnichannel strategies: an order confirmed generates both an email confirmation and a WhatsApp message.
For deliverability, Chat API manages the technical infrastructure (SPF, DKIM, DMARC, IP reputation) needed to ensure emails reach the inbox.
Omnichannel sequences: email + WhatsApp
A typical omnichannel sequence: order confirmation email (immediately), WhatsApp tracking message 2 hours after shipping, review request email 24 hours after delivery, WhatsApp upsell message 3 days after delivery. Each channel is used where it has the greatest comparative advantage.
Deliverability and GDPR compliance
For marketing emails, deliverability depends on sender domain reputation, list quality, historical open rates and bounce management. Always use verified domains with SPF and DKIM configured.
For GDPR, marketing emails require explicit consent and a functioning opt-out system. Each email must include an unsubscribe link that processes the request within 10 days.
