{"id":21520,"date":"2025-05-29T00:00:00","date_gmt":"2025-05-29T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/transaktions-emails-vs-marketing-emails\/"},"modified":"2026-09-15T11:53:41","modified_gmt":"2026-09-15T11:53:41","slug":"transaktions-emails-vs-marketing-emails","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/de\/blog\/deliverability\/transaktions-emails-vs-marketing-emails\/","title":{"rendered":"Transaktions-E-Mails vs. Marketing-E-Mails: Alles, was Sie wissen m\u00fcssen"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Imagine this scenario \u2014 you\u2019re a sender that is sending massive amounts of email left and right from the same domain without a care in the world about your reputation. Maybe sender reputation is a new concept, maybe you just don\u2019t know where to start.\u00a0 If this is you, you may feel like sending all that email will help build reputation and warm your IP, right? Get yourself a good reputation with ISPs?<\/p>\n\n<p class=\"wp-block-paragraph\"><b>No. Stop that.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">Now we understand that a lot of times, senders might not know that <a href=\"https:\/\/www.mailgun.com\/de\/blog\/deliverability\/domain-warmup-reputation-vor-dem-versand-aufbauen\/\" target=\"_tabs\" rel=\"noopener noreferrer\">sending a high volume of email<\/a> can cause problems for their reputation and email sending as a whole. This is one of those things that a lot of senders learn with time \u2013 and sometimes with trial and error. We\u2019re here to help you avoid the <i>error<\/i> part.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-3160\"><p class=\"h5 m-0\" id=\"toc-title-3160\">Inhaltsverzeichnis<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#what-defines-your-domain-reputation\">What defines your domain reputation?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#introduction-to-email-types\">Introduction to email types<\/a><a class=\"scrollme link-body-color\" href=\"#what-is-a-transactional-email\">What is a transactional email?<\/a><a class=\"scrollme link-body-color\" href=\"#what-is-a-marketing-email\">What is a marketing email?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#key-differences-between-transactional-and-marketing-emails\">Key differences between transactional and marketing emails<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#the-best-strategy-for-email-deliverability-subdomains\">The best strategy for email deliverability: Subdomains<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#wrapping-up\">Wrapping up<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">What defines your domain reputation?<\/h2>\n\n<p class=\"wp-block-paragraph\">Your domain reputation is based on a variety of factors, but the emails you\u2019re sending are a big determining factor. Not all emails serve the same purpose, and that means that they affect your reputation in different ways. Before we get into that, let\u2019s define the emails that affect your reputation the most \u2014 transactional emails and marketing emails.<\/p>\n\n<h2 class=\"wp-block-heading\">Introduction to email types<\/h2>\n\n<p class=\"wp-block-paragraph\">When we talk about email types we\u2019re talking about marketing emails like the emails you send out for campaigns, promotions, newsletters, etc, and transactional emails which are your triggered messages like password resets and order confirmations.<\/p>\n\n<p class=\"wp-block-paragraph\">Let\u2019s break these two types down further.<\/p>\n\n<h3 class=\"wp-block-heading\">What is a transactional email?<\/h3>\n\n<p class=\"wp-block-paragraph\">Everybody knows <a href=\"https:\/\/www.mailgun.com\/blog\/email\/what-is-transactional-email-basics\/\" target=\"_tabs\" rel=\"noopener noreferrer\">transactional email<\/a> in some way, shape, or form. Transactional emails are your service helpers, those triggered or automated notifications that play a major role in customer experience. Messages like one-to-one transactional messages sent to users after they interact with a company, website, integration, or application in some way. <b>They often contain information that the user requested and would want on file, so it\u2019s best to have those emails automated.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\"><b>Some examples of transactional emails<\/b> would be password reset emails, purchase receipts, welcome emails, order confirmation emails, shipping confirmations and order updates, feedback surveys, ToS updates, and a variety of other notifications for things like account creation.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4372\" width=\"1098\" height=\"548\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Screenshot_2023-12-15_at_9.25.33_AM.png\" alt=\"Transactional message example, a password reset triggered by a user request during a login attempt \" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Screenshot_2023-12-15_at_9.25.33_AM.png 1098w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Screenshot_2023-12-15_at_9.25.33_AM-300x150.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Screenshot_2023-12-15_at_9.25.33_AM-768x383.png 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Screenshot_2023-12-15_at_9.25.33_AM-1024x511.png 1024w\" sizes=\"(max-width: 1098px) 100vw, 1098px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">A lot of people expect to get these emails types of transactional, and they often want them right after the event is triggered. You don\u2019t want your transactional email running into slow send times or a total lack of notifications at all. Like marketing emails, a lot of transactional emails s\ucceed when best practices are followed.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Learn more: Since transactional emails are triggered by user actions, it\u2019s helpful to manage and automate your <a href='https:\/\/www.mailgun.com\/de\/loesungen\/transaktions-e-mail-plattform\/'>transactional sending with an API<\/a>.<\/div>\r\n    <\/div>\r\n\n<h3 class=\"wp-block-heading\">What is a marketing email?<\/h3>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/daten-nutzen-bessere-getriggerte-e-mail-kampagnen-aufbauen\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Marketing emails<\/a> are commercial messages and are one of the best ways to get news about your product and services to new or loyal subscribers. The cut and dry definition: marketing emails are solicitations sent to email addresses that have opted-in to receive them.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Learn more: Ensuring your user\u2019s want to receive your messages is key for reputation. You can make that happen for your email program with <a href='https:\/\/www.mailgun.com\/de\/blog\/email\/double-opt-in-mit-php-mailgun\/'>double opt-in.<\/a> You\u2019ll also want to include a single-click unsubscribe link as part of <a href='https:\/\/www.mailgun.com\/blog\/deliverability\/gmail-and-yahoo-inbox-updates-2024\/'>planned changes coming from Gmail and Yahoo<\/a>.<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\"><b>Some examples of marketing emails<\/b> are anything like newsletters, promotional emails, blog updates, third-party offers, promotional invitations \u2014 <b>anything that might land in <\/b><a href=\"https:\/\/www.mailgun.com\/de\/blog\/deliverability\/gmails-promotions-tab-how-to-get-emails-classified-as-primary\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><b>the Promotions tab of your Gmail inbox<\/b><\/a><b> if you have those tabs enabled.<\/b><\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4373\" width=\"1834\" height=\"2560\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/mailgun-NL-DM__1_-scaled.jpg\" alt=\"Marketing email example using Mailgun\u2019s newsletter\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/mailgun-NL-DM__1_-scaled.jpg 1834w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/mailgun-NL-DM__1_-1101x1536.jpg 1101w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/mailgun-NL-DM__1_-215x300.jpg 215w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/mailgun-NL-DM__1_-768x1072.jpg 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/mailgun-NL-DM__1_-734x1024.jpg 734w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/mailgun-NL-DM__1_-1467x2048.jpg 1467w\" sizes=\"(max-width: 1834px) 100vw, 1834px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">When done right, marketing emails are one of the best ways to retain customers and bring a great ROI for your business. It\u2019s an invaluable part of any marketing strategy, so making sure you\u2019re up to <a href=\"https:\/\/documentation.mailgun.com\/en\/latest\/best_practices.html#email-content\" target=\"_tabs\" rel=\"noopener noreferrer\">best practices<\/a> is imperative. Not following best practice can lead to problems with your users, your email service provider (ESP), and ISPs, but which one matters more?<\/p>\n\n<h2 class=\"wp-block-heading\">Key differences between transactional and marketing emails<\/h2>\n\n<p class=\"wp-block-paragraph\">Marketing and transactional emails are all just emails that you\u2019re probably already sending between your marketing campaigns and customer notification emails, but how people perceive them is very different. Some users might not be the biggest fans of marketing emails so sentiment can be shaky from time to time. When marketing emails are performing well, your sending reputation is too. However, if your marketing emails are getting low engagements, <b>your reputation can take a hit.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/transaktions-e-mail-stiller-held\/\">Transaction-based emails<\/a>, on the other hand, tend to have very high engagement rates. Why? Transactional emails have information that many users need, so they tend to have higher open rates compared to marketing emails. Like we said earlier, transactional emails are sent when a user makes a request and are a bit more technical, so the nature of the email lends itself to higher engagements.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Transactional emails tend to bring you a higher reputation than marketing emails but both can help builk help bulk brand awareness and trust. Users are expecting these messages, and they often contain useful information like tracking numbers and confirmations. Sounds like high open rates and click rates to us. Don\u2019t mess this opportunity up, <a href='https:\/\/www.mailgun.com\/de\/blog\/email\/daten-nutzen-bessere-getriggerte-e-mail-kampagnen-aufbauen\/'>get our best practices here<\/a>.<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">When you have emails that might have a lower reputation paired with emails that lend themselves to higher reputation, things can get messy. If your reputation is taking a particularly bad hit, things like password resets and receipts can end up in the spam folder. Transactional emails in spam lead to unhappy customers, and those make more work for you to solve the problem.<\/p>\n\n<h2 class=\"wp-block-heading\">The best strategy for email deliverability: Subdomains<\/h2>\n\n<p class=\"wp-block-paragraph\">If you find yourself sitting here going, \u201cOh crap, this is happening to me!\u201d Don\u2019t freak out too much. This problem can be fixed with <a href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/die-grundlagen-von-e-mail-subdomains\/\" target=\"_tabs\" rel=\"noopener noreferrer\">subdomains<\/a>. A subdomain is just an extension of your main domain name, and they really come in handy for this type of organization. <b>Using subdomains for your marketing and transactional emails allows you to separate those domain reputations.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">Separation ensures that your transactional program and marketing campagins don\u2019t cause problems for one another should something go haywire with either. Great examples of this would be subdomains like <b>marketing.domain.com<\/b> or <b>promotions.domain.com<\/b> for marketing emails and <b>receipts.domain.com<\/b> or <b>transactions.domain.com<\/b> for transactional emails.<\/p>\n\n<p class=\"wp-block-paragraph\">Now, there are some finer details to subdomains you should know before separating your marketing and your transactional emails. For one, <b>subdomains are best suited to high volume sending<\/b>. If you aren\u2019t sending tons of email, it\u2019s best to have just one domain to start with to help start a reputation for your brand.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> <a href='https:\/\/www.mailgun.com\/blog\/deliverability\/cheat-sheet-what-you-should-know-about-dedicated-ips\/'><b>The same can be said for IPs<\/b><\/a>; if you have massive amounts of emails to send, think about separating your IPs to help control your IP reputation and improve your email deliverability.<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">Second: don\u2019t use something like (code text: <b>donotreply.domain.com<\/b>)! We see this a lot with senders, and it breaks our hearts because you\u2019re taking out the best engagement \u2013 replies! If you have a \u201cdo not reply\u201d subdomain setup, create a new one that doesn\u2019t deter customer interaction. If you\u2019re worried about figuring out what to do with all the inbound messages you\u2019ll get, <a href=\"https:\/\/documentation.mailgun.com\/en\/latest\/quickstart-receiving.html\" target=\"_tabs\" rel=\"noopener noreferrer\"><b>we can help with that.<\/b><\/a><\/p>\n\n<p class=\"wp-block-paragraph\">Learn more: If you\u2019re separating your marketing and transactional email domains, you\u2019ll also want to segment your email list to optimize your sending.<\/p>\n\n<h2 class=\"wp-block-heading\">Wrapping up<\/h2>\n\n<p class=\"wp-block-paragraph\">In an ideal world, all of your emails would have high open and <a href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/email-oeffnungsraten-entschluesselt\/\" target=\"_tabs\" rel=\"noopener noreferrer\">engagement rates<\/a> across the board. Unfortunately, that is not likely to be the case. By no means should you get rid of either type of email altogether or toss your latest email campaign\u2026 you\u2019d be throwing away some of the best customer satisfaction and service tools out there.<\/p>\n\n<p class=\"wp-block-paragraph\">However, keeping your marketing and transactional emails separated will help you avoid getting a super sassy complaint on social media about how an email receipt ended up in spam, and your customer relationships and email service provider will thank you.<\/p>\n\n<p class=\"wp-block-paragraph\">Managing your sending with subdomains is just one of the email best practices that will ensure your overall deliverability and sender reputation. We\u2019re great sounding boards and strategists for tricky deliverability solutions like this.<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_e415108167491c504e4108df4ae4246f\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Learn about our Deliverability Services            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_e415108167491c504e4108df4ae4246f\">\r\n                Deliverability Services            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">Looking to send a high volume of emails? Our email experts can supercharge your email performance. See how we&#x27;ve helped companies like Lyft, Shopify, Github increase their email delivery rates to an average of 97%.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/de\/loesungen\/services-zur-optimierung-der-zustellbarkeit-lp\/\"  class=\"btn btn-secondary\" >Learn more<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Wenn Sie Marketing- und Transaktions-E-Mails mit unterschiedlichen Reputationen versenden, kann dies zu Problemen mit Ihrer Domain-Reputation und Ihren ISPs f\u00fchren. Die L\u00f6sung besteht darin, diese Reputationen voneinander zu trennen. Erfahren Sie in diesem Beitrag, wie das geht.<\/p>\n","protected":false},"author":28,"featured_media":4376,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[21],"class_list":["post-21520","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-deliverability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Transaktions-E-Mails vs. Marketing-E-Mails \u2013 Ein epischer Reputationskampf - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Wenn Sie Marketing- und Transaktions-E-Mails mit unterschiedlichen Reputationen versenden, kann dies zu Problemen mit Ihrer Domain-Reputation f\u00fchren. Die L\u00f6sung ist einfacher, als Sie denken.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mailgun.com\/de\/blog\/deliverability\/transaktions-emails-vs-marketing-emails\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Transaktions-E-Mails vs. Marketing-E-Mails \u2013 Ein epischer Reputationskampf - Transactional Email API Service For Developers | Mailgun\" \/>\n<meta property=\"og:description\" content=\"Wenn Sie Marketing- und Transaktions-E-Mails mit unterschiedlichen Reputationen versenden, kann dies zu Problemen mit Ihrer Domain-Reputation f\u00fchren. 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