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 marketing approaches. A number of different transactional e-mail products are available, from Cybuy, Radical Communication, and EActive, among others