Dead-End
Transactional Email
Matt Harris
sendwithus.com
@mrmch
Hi, I’m Matt
●
●
●
●

From Canada (Victoria, BC)
CEO/founder sendwithus.com
SendGrid partner
Over 10 years experience
buil...
Objectives
●
●
●
●

Show what dead-end emails are
Why they’re important to your business
Provide a few examples of good an...
Transactional Email
●
●
●
●

One to one
Very important to user engagement
Closely tied to actions in your website or produ...
Transactional Email :(
● We often see “dead-end” emails
Definition: dead-end email
“An email that does not contain
a clear...
Why do dead-end emails matter?
● Part of your users website workflow
● Discontinuous experience
Dead-end emails create poo...
How does this happen?
Marketer owned landing page

Developer owned email
How does this happen?
Landing Page

Transactional Email

● owned by marketer
● optimized for
engagement
● customer-centric...
Example: Welcome Email
Details: Welcome Email
● very hard email to read
● no call to action

● very clear goal,
“click the blue link”
Example: Notification Email
Details: Notification Email
● no call to action
● unclear purpose

● clear context
● direct call to action
Example: Payment Receipt
Details: Payment Receipt

● no call to action
● broken formatting

● clear call to action
● good presentation of
informati...
How to identify dead-end email
Open Rate

Click Rate

High

Low

High

Yay!

Subject

Low

Body, CTA

Subject,
Body, CTA
Granular analytics, per email template
Open Rate

Click Rate

High

Low

High

Yay!

Subject

Low

Body, CTA

Subject,
Bod...
Granular analytics, per email template
Open Rate

Click Rate

High

Low

High

Yay!

Subject

Low

Body, CTA

Subject,
Bod...
Granular analytics, per email template
Open Rate

Click Rate

High

Low

High

Yay!

Subject

Low

Body, CTA

Subject,
Bod...
How to identify dead-end email
Visual Identification
Ask yourself:

● Is it clear who this email is from?
● Is it clear wh...
Increase Open Rate
Increase Click Rate
One last thing - A/B test!
● Don’t assume. Test.
● Treat email like a landing page
● Email is complicated, you can test
○
...
Wrapping up
●
●
●
●
●

Email is an extension of your product
Email experience has to match product
Identify dead-ends
Put ...
Thanks!
Matt Harris
matt@sendwithus.com
@mrmch
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sendwithus dead end transactional email optimization for SendGrid Delivered

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At sendwithus we see the majority of transactional emails are actually a "dead end". In this talk I covered why dead end emails happen, how it's crucial for an online business to fix them, and how to identify any dead-end email you might be sending.

I also cover how to optimize transactional email for opens/clicks, and different strategies for engaging transactional email.

A fundamental thesis in this talk is that transactional email is an extension of your product, and it should be treated with the same care. Your email experience needs to match your product experience, and in truth, your transactional email should be owned by your customer-facing teams (marketers).

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sendwithus dead end transactional email optimization for SendGrid Delivered

  1. 1. Dead-End Transactional Email Matt Harris sendwithus.com @mrmch
  2. 2. Hi, I’m Matt ● ● ● ● From Canada (Victoria, BC) CEO/founder sendwithus.com SendGrid partner Over 10 years experience building web products
  3. 3. Objectives ● ● ● ● Show what dead-end emails are Why they’re important to your business Provide a few examples of good and bad emails Explain how to fix bad emails
  4. 4. Transactional Email ● ● ● ● One to one Very important to user engagement Closely tied to actions in your website or product People like it
  5. 5. Transactional Email :( ● We often see “dead-end” emails Definition: dead-end email “An email that does not contain a clear call to action or next step for your user.”
  6. 6. Why do dead-end emails matter? ● Part of your users website workflow ● Discontinuous experience Dead-end emails create poor user experiences
  7. 7. How does this happen? Marketer owned landing page Developer owned email
  8. 8. How does this happen? Landing Page Transactional Email ● owned by marketer ● optimized for engagement ● customer-centric ● owned by developer ● focus is information ● information-centric
  9. 9. Example: Welcome Email
  10. 10. Details: Welcome Email ● very hard email to read ● no call to action ● very clear goal, “click the blue link”
  11. 11. Example: Notification Email
  12. 12. Details: Notification Email ● no call to action ● unclear purpose ● clear context ● direct call to action
  13. 13. Example: Payment Receipt
  14. 14. Details: Payment Receipt ● no call to action ● broken formatting ● clear call to action ● good presentation of information ● AirBnb has clearly put effort into this email
  15. 15. How to identify dead-end email Open Rate Click Rate High Low High Yay! Subject Low Body, CTA Subject, Body, CTA
  16. 16. Granular analytics, per email template Open Rate Click Rate High Low High Yay! Subject Low Body, CTA Subject, Body, CTA
  17. 17. Granular analytics, per email template Open Rate Click Rate High Low High Yay! Subject Low Body, CTA Subject, Body, CTA
  18. 18. Granular analytics, per email template Open Rate Click Rate High Low High Yay! Subject Low Body, CTA Subject, Body, CTA
  19. 19. How to identify dead-end email Visual Identification Ask yourself: ● Is it clear who this email is from? ● Is it clear what my next step is? ● Is there an opportunity for me to engage further?
  20. 20. Increase Open Rate
  21. 21. Increase Click Rate
  22. 22. One last thing - A/B test! ● Don’t assume. Test. ● Treat email like a landing page ● Email is complicated, you can test ○ ○ ○ ○ ○ subject line intro text body style headings call to action
  23. 23. Wrapping up ● ● ● ● ● Email is an extension of your product Email experience has to match product Identify dead-ends Put your customer-focused team in control Test everything
  24. 24. Thanks! Matt Harris matt@sendwithus.com @mrmch

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