As you embark on your journey with our Cendyn CRM, understanding the distinction between transactional and marketing emails is crucial. This separation is not just a best practice but a necessity for ensuring optimal email deliverability and maintaining a strong sender reputation. Here’s why this division is important and the advantages it brings.

Why Separate Transactional and Marketing Emails?

Purpose and Content

• Transactional Emails: These are triggered by user actions and include booking confirmations, password resets, and check-in reminders. They are essential for customer service and operational efficiency.
• Marketing Emails: These are promotional in nature, including newsletters, special offers, and loyalty program updates. Their primary goal is to engage and convert customers.

Deliverability and Reputation

• Transactional Emails: These emails have higher open rates and are expected by recipients. They are less likely to be marked as spam, which helps maintain a high sender reputation.
• Marketing Emails: These can be more frequent and are often scrutinized by spam filters. Mixing them with transactional emails can jeopardize the deliverability of critical transactional messages.

Compliance and Legal Considerations

• Transactional Emails: Often exempt from certain regulations like the CAN-SPAM Act, as they are necessary for service delivery.
• Marketing Emails: Must comply with strict regulations, including providing opt-out options and adhering to consent requirements.

Advantages of Using Separate Domains

Enhanced Deliverability

By using separate domains, you ensure that the reputation of your transactional emails remains untarnished by the marketing emails. This separation helps in maintaining high deliverability rates for both types of emails.

Improved Sender Reputation

ISPs (Internet Service Providers) monitor sender reputation closely. A poor reputation due to marketing emails being marked as spam can affect all emails sent from the same domain. Separate domains help in isolating any negative impact.

Better Analytics and Reporting

With separate domains, you can track the performance of transactional and marketing emails independently. This distinction allows for more precise analytics, helping you to optimize each type of email campaign effectively.

Focused Content Strategy

Segregating domains encourages a more focused content strategy. Transactional emails can be streamlined for clarity and efficiency, while marketing emails can be crafted to be engaging and persuasive without the risk of overshadowing essential communications.

Implementing the Separation in Cendyn CRM

Domain Setup

Ensure that you have distinct domains set up for transactional and marketing emails. For example, use booking.yourhotel.com for transactional emails and news.yourhotel.com for marketing campaigns.

Configuration in Cendyn CRM

Configure your Cendyn CRM to route transactional emails through the designated transactional domain and marketing emails through the marketing domain. This setup can be managed within the CRM’s email settings. You will need to create 1 domain for the marketing emails and 1 domain for the transactional emails.

Account Settings > Email Domain Configuration

Cendyn CRM - How to Define a Subdomain – Cendyn

Cendyn CRM - Configure and Verify a Subdomain – Cendyn

Monitoring and Maintenance

Regularly monitor the performance of both domains. Use Cendyn CRM’s analytics tools to keep track of deliverability rates, open rates, and any spam complaints. Adjust your strategies as needed to maintain high performance.

By adhering to these practices, hotel marketers can ensure that their email communications are effective, compliant, and well-received by their audience. The separation of transactional and marketing emails is a strategic move that safeguards your sender reputation and enhances the overall customer experience.