Knowing the differences helps you strategically plan communications, ensuring participants receive essential event information while engaging a broader audience.
Types of Email on Eventrac
1. Transactional Emails
Transactional emails are automated, one-to-one messages triggered by a user’s action. They are functional, expected by recipients, and typically have high open rates.
Purpose: Confirm or facilitate specific actions (e.g., registration, payment, account updates).
Content: Action-specific information like order confirmations, shipping updates, login alerts, or receipts.
Audience: Users or customers who have performed an action requiring a response.
Frequency: Sent automatically in real-time based on user activity.
2. Critical / Race Communications
These emails contain event-specific information participants need before, during, or after a race.
Purpose: Communicate essential event details.
Content:
Registration confirmations
Event updates and reminders
Instructions or logistical info (schedules, directions)
Post-event follow-ups (thank you notes, surveys)
Audience: Registered participants or attendees.
Frequency: Typically sent in the lead-up to, during, and shortly after an event.
For more on templates:
3. Email Marketing
Marketing emails are promotional, aimed at attracting new participants and maintaining engagement.
Purpose: Promote events and engage a wider audience.
Content:
Announcements of upcoming events
Promotional offers or discounts
Newsletters and general updates
Engaging content to drive registrations
Audience: Broader mailing lists, including past participants and potential attendees.
Frequency: Regular, ongoing campaigns to maintain engagement and drive registrations.
For templates and guidance: Email Marketing
Sending Addresses
Transactional Emails: [email protected]
Sender name: Your organisation name
Reply-to: Set in Dashboard > Organisation Settings > Account Settings (“The email address participants can contact you”)
Email Marketing:
Default: [email protected]
If you have your own domain email, adding it improves deliverability and brand recognition.
Learn how to update DNS records here: Guide