ALSO CALLED: Transactional e-Mail, E-mail Marketing, Transactional Email, Direct Email Marketing, and Direct E-mail Marketing
DEFINITION: Transactional e-mail is a type of Web-based marketing in which e-mail recipients can buy goods and services directly from an e-mail message, without being redirected to the retailer's Web site. According to proponents, transactional e-mail leads to significantly higher conversion rates - the ratio of shoppers to buyers, which goes up when the former is converted to the latter - than regular e-mail  … 
Definition continues below.

EMAIL MARKETING DEFINITION (continued): …  marketing approaches. A number of different transactional e-mail products are available, from Cybuy, Radical Communication, and EActive, among others.

The transactional e-mail retail experience is easier, and minimizes the tasks involved in online shopping. Within the body of the message, an e-mail recipient can view merchandise, select items, and submit an order. Typically, the e-mail messages contain windows that change to display different products when the recipient clicks listed items. A message assuring the customer of the security of the transaction, and an order form are displayed when … 
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