Are these operational emails? | Community
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A
Anonymous
December 30, 2015
Question

Are these operational emails?

  • December 30, 2015
  • 4 replies
  • 3548 views

My company is going to send out 3 follow-up emails to users who place orders of our product. The first email informs them we receive the order and we are working on creating the product. The second email informs them that the product is being produced and will deliver to them in xx weeks. The third email informs them that the product is almost finished and be sent to them shortly. With each email we include support materials only about the product such as user guide and link to FAQs. Are these email considered operational emails? Would the support materials considered marketing or promotional?

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4 replies

gkrajeski
gkrajeski
Level 10
January 4, 2016

If they are directly related to a transaction, they may be considered operational in nature since they relate directly to the operation of your business.

However, if they are more marketing focused without direct information about an order or transaction, then no, they would not be operational emails.

Grégoire_Miche2
Grégoire_Miche2
Level 10
January 4, 2016

Hi Kaming,

As long as the support materials really relate to the usage or implementation of the product being built, which seems to be the case, yes, you can consider these emails operational indeed.

-Greg

Chris_Saporito
Chris_Saporito
Level 7
January 5, 2016

I've always wondered what defines an operational email. Do you know of any content that explains further?

Dory_Viscoglio
Dory_Viscoglio
Level 10
January 5, 2016

I'm going to agree with Greg and Geoffrey here and say that as long as the emails are "we received your order", "we're building your item", and "we're shipping your item", then they're transactional.

From a best practices standpoint, I'd avoid any promotional content in these emails since their purpose is to let people know the status of their order.

@Chris Saporito​ if an email is directly related to a transaction that a person has made with your website (inquiry, registration of some sort, purchase, etc) then it would be considered transactional/operational. Hope this helps!

Chris_Saporito
Chris_Saporito
Level 7
January 5, 2016

More specifically, information about upgrades to our product that will be affecting the customer. We have a series of emails that gets the customer prepared for the upgrades by giving them information and tasks. Are those considered to be operational? These are not promotional at all.

Dory_Viscoglio
Dory_Viscoglio
Level 10
January 5, 2016

Hey Chris, I'd say that yes, those would be operational. I would make sure to explain that clearly in the footer language of the email, though.

A
Anonymous
January 5, 2016

Thank you all! Your answers are pretty clear!

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