What is the difference between a Transactional message and a Marketing message?

What is a Transactional Message?

A Transactional message refers to a message directly related to a business transaction you have with a client.

Transactional Messages in Phorest

  • Appointment Reminders
  • Appointment Confirmations
  • Consultation Form messages
  • Video Consultation messages
  • Rebooking SMS
  • Post-appointment Review requests sent via the Marketing > Review section
  • No Show notifications
  • Email receipts
  • TreatCard Referral confirmations
  • The client Welcome email under Marketing > Welcome Email.

Updating Client Reminder Consent

A client's consent settings for transactional messages can be seen and updated in their Client Card under Basic Information Notifications Reminder Consent.

Note: Clients will still receive the Appointment Confirmation SMS/Email even if opted out of Reminder Consent.

What is a Marketing Message?

A Marketing message is a message sent to a client in an attempt to gain more business from the client, i.e. the message is not related to an existing transaction you have had with the customer and as such, it falls under the need to have opt-in consent before sending such marketing.

Marketing Messages in Phorest

  • Email campaigns/messages sent via the Marketing section
  • SMS campaigns/messages sent via the Marketing section
  • Messages sent via the Client Reconnect feature
  • Messages sent via the Online Reputation feature

Updating Client Marketing Consent

A client's consent settings for marketing messages can be seen and updated in their Client Card under Basic Information Notifications > Marketing Consent.

It is important to understand these differences and not use a Transactional message feature to send a message that will be interpreted as marketing to respect the client's privacy and remain compliant with GDPR (if applicable to your geographical location). For more information on GDPR and Phorest, check out our GDPR FAQ.

You can include custom links in most communications that you send to your clients from your Phorest system.

When inserting custom links, it is very important that you understand the difference between transactional links and non-transactional links in order to remain compliant with your region's data privacy compliance laws (e.g. GDPR, CCPA).

These links provide essential information or functionality related to a specific transaction or interaction with the recipient. They should support the primary purpose of the email and facilitate the recipient's engagement with your business. Examples include:

  • Treatment Preparation Guide
  • Post-Care Instructions
  • Safety and Hygiene Protocols
  • Terms and Conditions (T&Cs)


Non-Transactional Links (Marketing): These links promote products, services, or offers. They typically require marketing consent from the recipient and may be subject to data privacy regulations in your region. Examples include:

  • Promotional offers or discounts
  • Product advertisements
  • Promotional or seasonal campaigns
  • New service launch
  • Referral program


When determining whether a link is appropriate for a transactional email, consider whether it directly supports the recipient's current transaction or interaction and whether it aligns with the primary purpose of the email. If the link promotes non-essential content or requires marketing consent, it's likely better suited for a separate marketing communication rather than a transactional email.

By adhering to these guidelines, you can ensure that your transactional emails provide valuable and relevant information to recipients while maintaining compliance with GDPR regulations data privacy regulations in your region and respecting recipient preferences regarding marketing communications.

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