So What Are Transactional Emails Anyway?
According to the MailChimp Glossary,
Transactional email is one-to-one email prompted by a specific trigger event on the part of the email recipient or activity in an account they own.
These automated, one-to-one emails are usually the result of one-to-one interactions with the website or activity in a users account, and may trigger email to an individual for things like password resets, welcome messages, payment reminders, registration notices, etc..
What About Marketing Email?
Marketing email is basically everything else.
While standard marketing email may also be triggered in response to actions on a website, many companies don’t handle them this way simply because of the extra overhead this additional activity tracking adds to the site. And with website performance increasingly becoming a relevant Google ranking factor, less overhead is a good thing.
Rarely are things like newsletter sign-up, or blog sign-up considered essential to the operation of a website anyway. Not to suggest that these things aren’t important and worth tracking, because they may be. In those cases, bloggers often use MailChimp Goal to track visitor behavior.
Website Activity Tracking For Email?
Website owners have been tracking visitor activity on websites since the invention of the HTTP cookie – (also called web cookie, Internet cookie, browser cookie or simply cookie). And while transaction tracking on a website can provide very useful information, it always adds overhead. In layman’s terms, additional website overhead = additional website operating costs needed to boost performance lost by adding this additional workload to each page.
Additionally, with users increasingly taking steps to protect their privacy, many are routinely attempting to block ads and cookies of all types except those ‘required’ to operate on a day-to-day basis. This practice alone can dramatically disrupt the accuracy of data reported regarding a website visitor’s activity. Basically, once tracking cookies are removed, data reporting stops thereby under reporting visitor activity.
So what’s the solution?