Transactional emails (or "trigger marketing") are automated emails sent individually to their recipient to confirm a transaction or follow up after an action (newsletter subscription, purchase confirmation, account creation, ticket placed in the basket without payment, reminder before an upcoming paid show, etc.). Brief and effective in their content, these transactional emails are very important for online purchase actions: when well thought out, branded with the venue's identity, and providing the right information at the different stages of the spectator's journey, they are a powerful tool for reassurance and loyalty.
Cultural organisations should not underestimate their importance, as the quality of the booking experience depends on their successful delivery to spectators, particularly for purchase confirmations and ticket delivery. Moreover, they are a valuable tool for maintaining the relationship and asserting the venue's identity (reminder 3 days before a show, first-time visit information, etc.).
Transactional emails and marketing emails are fundamentally different:
- Marketing emails are sent in bulk to a group of recipients selected according to the promotional message to be delivered and its purpose.
- Transactional emails, on the other hand, are sent individually and automatically as soon as a person performs a specific action predetermined in the venue's email strategy.
Transactional emails are therefore not subject to the GDPR governing the use of personal data, unlike marketing emails, which must be based either on the recipient's explicit consent or on the legitimate interest provided for in the regulation (see GDPR factsheet).
Beyond the practical information they provide, transactional emails can also promote new shows or automatically include promotional content.
By mastering these different communication formats and using them in synergy, you will enhance the image and reputation of your venue while enriching the spectator's experience.