Understanding Email Classifications

An email's classification determines who it can be sent to. There are three classifications an email can have:

• Direct
• Subscription Preference
• Compliance Send

This article covers each of these three classifications, how each will change your email, and which option is best for you.

Selecting a Classification

The Classification field appears on Step 1 of building an email. This applies whether you're creating a new email directly from the Emails module, or using another email tool, such as from an Enquiry or Contact record.

Some email options may restrict the Classifications available to select. We'll highlight these cases throughout this article.

Direct

Direct emails are intended for 9 or fewer stakeholders at a time. This classification removes any options from the email creation process that are intended for "mass" emails (10 or more recipients). This includes adding recipients using a Distribution List or a CSV file, and email statistics such as open rates.

When to use this classification:

• Replying to a stakeholder's query
• Sending information to a stakeholder
• Emails that don't require significant formatting

Subscription Preference

This classification is designed for sending emails to a larger number of stakeholders. Its name refers to how it checks the Subscription Preference for each recipient: if a recipient's Email Subscription Preference is not set to "Subscribed," they will not receive the email.

Once sent, these emails will have statistics available, including open rates, which links were clicked, and more.

When to use this classification:

• Sending newsletters to your stakeholders

Compliance Send

This classification has the same features as the Subscription Preference classification. The main difference is that this option ignores stakeholders' Subscription Preferences. It should only be used when you are certain all recipients will need to receive the communication.

Once sent, these emails will have statistics available, including open rates, which links were clicked, and more.

When to use this classification:

• Informing stakeholders of important updates, such as closures, warnings, or similar events