Transactional vs. Marketing Emails

ImprovMX supports transactional email only. We don't support marketing email, and accounts sending them will be closed.

Transactional

Triggered by one person's action, and they're expecting it. Nobody unsubscribes from a password reset.

• Password resets and verification links
• Receipts, invoices, and order confirmations
• Shipping and security notifications
• Replies from your alias, and contact form submissions

Marketing

Everything else. Sent because you decided to send it, usually to many people at once.

• Newsletters and product announcements
• Promotions and sales campaigns
• Abandoned cart and win-back emails
• Cold outreach and prospecting

It's also regulated. CAN-SPAM (US), CASL (Canada), and Gmail and Yahoo's bulk sender rules all require consent and an unsubscribe link.

Which one is it?

Did one person's action trigger this exact email, and would anyone want to unsubscribe from it? If you triggered it, or they'd want out, it's marketing.

Volume doesn't decide it. A newsletter to 20 people is marketing, ten thousand password resets are transactional, and sending cold outreach one at a time doesn't make it transactional either.

What happens if you send it

We share sending IPs across all customers, so one campaign puts everyone else's receipts in the spam folder. Marketing email breaks our Abuse Policy and Terms of Service, and we block accounts that send it.

Use a dedicated marketing platform for campaigns instead. Also worth reading: bulk mailing and mailing lists. If you're not sure which side of the line you're on, ask us first.