From the article, you'll learn, among other things:

1. What is a difference between a newsletter and an email marketing automation?

2. How to create a correct transactional email that is compatible with GDPR.

3. What audience group to select? 

What is the difference between a Newsletter and email marketing automation?

At edrone we have prepared several "recipes" for increasing sales in an online store. We call them "engagements". We distinguish transactional and marketing engagements.

Transactional engagements are similar to a shipment status message. The message is sent to the client automatically, as a result of their activity in the store, e.g. when the user abandons products in the shopping cart, without completing the order. Transactional messages include messages sent after a purchase, messages sent after we see the customer viewing specific products, if the user abandons the shopping cart or the value of all their purchases exceeds a defined value.


the dispatch is decided by the marketer. For example, a "transactional" message rescuing an abandoned shopping cart will be always sent to the client after the expiry of a defined period of time, e.g after one hour. If a customer abandons a shopping cart at 2 AM, the system will send a message without the participation of the marketer.

The content of the marketing automation message should be of an informational nature. Inform users about their rights and obligations they have as customers of your store. Enclose to the email some information about the terms & conditions, 14-day return policy without stating a reason, a possibility of filing a complaint about purchased products.

 Newsletter -you determine when it will be sent and to what audience. Newsletter-type messages can fulfill various functions: informing the clients about new products, increasing sales, educating the consumers, or building relationships. The message depends on your decision and your creativity. edrone is not an ordinary email marketing system. 


Pay special attention whom you address your messages to. The system offers the possibility of sending both transactional and marketing messages to the following segments:

a) Subscribers - users who have agreed to receive marketing information.

b) User’s status unknown - the user is not registered in your mailing database, but left his/her email address creating an account or shopping.

c) Subscriber and unknown status 

Newsletters (marketing messages)

Marketing content should be sent only to those users, who clearly and knowingly agreed to receive the marketing content.

The Unknown status - this group may receive only information content. For example, "Dynamic Newsletter" scenario may be used on sending an email with an information about amending the store’s terms & conditions.

Transactional messages (marketing automation).

A transactional message should contain information about customer’s rights and obligations:

  • information about the possibility of contact with the store’s employee (contact details)

  • information about the store’s terms & conditions 

  • information about the right to withdraw from a contract entered into

  • information about the complaints procedure

Update the content of the transactional campaigns and select a target group.

#Good practice:

"Hi * | FIRST_NAME | *

Thank you for your order! We hope that the goods have meet your expectations and you will return to us soon! Remember, you have 14 days to return the item. Just fill the application (link). For more information, please, read our terms & conditions (link)"

"Order products from your shopping cart! Don't hesitate.

This is the last chance to place an order. Go back to the store and make a purchase. Don't worry - if the product does not meet your expectations you have 14 days to return or exchange the goods without giving any reason. For more information, please, read our terms & conditions"

Before you start the campaign consult the legal department about the content of your messages.

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