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Purpose of the Email Message

Overview

To determine the primary purpose of the email message, remember that an email can contain three different types of information: Commercial, Transactional, or Relationship-based content. The variance will determine the subscription management of email marketing communications to maintain the compliance with the CAN-SPAM Act of 2003, and all related articles, as well as our sender reputation with the email recipient.

Understanding your email message purpose will also impact the type of email message(s) you will be sending. 

For clarification of how specific content would apply to the purpose of an email message, please contact Lauren Hagerman with the Integrated Marketing Communications group.

Commercial Content

Commercial content advertises or promotes a commercial product or service, including content on a website operated for a commercial purpose.

Transactional Content

Transactional, or relationship, content facilitates an already agreed-upon transaction or updates a customer about an ongoing transaction.

    • facilitates or confirms a commercial transaction that the recipient already has agreed to;

    • gives warranty, recall, safety, or security information about a product or service;

    • gives information about a change in terms of features or account balance information regarding a membership, subscription, account, loan or other ongoing commercial relationship;

    • provides information about an employment relationship or employee benefits, or delivers goods or services as part of a transaction that the recipient already has agreed to.