COMMERCIAL (MARKETING) vs. TRANSACTIONAL DATA EXTENSIONS
Definitions:
Transactional Email. A transactional email is typically an automated email, sent at the moment a transaction is initiated or completed, to one individual, containing only information about that recipient’s transaction. Transactional emails may also be sent manually, to groups, after the transaction is initiated, and up to 7 days after the completion of the transaction, so long as the content of the email includes only information about the recipient's transaction. Examples of transactional content include registration confirmations and reminders, payment receipts, and follow-up emails with information promised at an event. Calls to action, such as invitations to donate or participate in subsequent events, are not allowed in transactional emails. Transactional DEs do not reference subscriber preferences, and are only available for up to 7 days following the completion of the transaction.
Marketing Email. Any email that does not meet this definition of transactional is considered a marketing email, and is subject to all requirements of a marketing send. Per spam regulations, marketing emails must be sent to marketing DEs. Marketing DEs reference subscriber preferences, which allow constituents to unsubscribe from these emails.