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Dyn Webinar: Intro To Transactional Email
 

Dyn Webinar: Intro To Transactional Email

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Transactional email is the one piece of email that everyone wants to get. Why? Learn about that and more in this webinar conducted by Director of Deliverability Steve Wheeler and Email Product Manager ...

Transactional email is the one piece of email that everyone wants to get. Why? Learn about that and more in this webinar conducted by Director of Deliverability Steve Wheeler and Email Product Manager James DeLoid.

Check out the slides and watch the webinar here: dyn.com/email-sending-webinar-intro-to-transactional-email/

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  • JamesDefinition & Common usesWho is driving the message delivery terms
  • Steve
  • Steve
  • steve
  • Steve
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  • Steve
  • James
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  • JamesTime sensitive - Password near instantaneous vs. a daily dealHigh engagement – recip asked for it and expects it vs a newsletter they signed up for months agoLow compliants – who would complain about a welcome or thank you email? I would complain if payday loans
  • JamesTime sensitive - Password near instantaneous vs. a daily dealHigh engagement – recip asked for it and expects it vs a newsletter they signed up for months agoLow compliants – who would complain about a welcome or thank you email? I would complain if payday loans
  • James
  • James
  • James so steve what are people doing to maximize their ROI?Steve – tell us why the ROI is so high
  • steve
  • Steve
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  • James - it’s critical to work with marketing do design good looking content and IT to ensure that the Infrastructure is high performing to ensure quick delivery
  • James - it’s critical to work with marketing do design good looking content and IT to ensure that the Infrastructure is high performing to ensure quick delivery
  • Steve
  • JamesAll this is great, but we can’t forget the recipients expectationsSteve, so how can people ensure maximum inbox success and ROI?
  • SteveProbably doing well, but need to measure to be sureRoom for error using html Not for subject linesSwitch out marketing portionLook for conversion rates
  • James
  • steve

Dyn Webinar: Intro To Transactional Email Dyn Webinar: Intro To Transactional Email Presentation Transcript

  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Transactional Email Webinar Understanding The Email Everyone Wants To Get Steve Wheeler Director of Deliverability @InboxExpert James DeLoid Email Product Manager @JamesDeloid
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Housekeeping!
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Who is Dyn’s Steve Wheeler & James DeLoid? Steve Wheeler Director of Deliverability James DeLoid Email Product Manager
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid What To Expect From This Webinar • What is Transactional Email? • Differences from commercial mail • Must do tips to optimize ROI • Important metrics to measure • Customer service troubleshooting
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid What Is Transactional Email?
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Popular Touch Points ① Welcome ② Thank you ③ Receipt ④ Cart Abandonment ⑤ Password Reset
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Popular Touch Points: Welcome
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Popular Touch Points: Thank You
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Popular Touch Points: Receipt
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Popular Touch Points: Cart Abandonment
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Popular Touch Points: Password Reset
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Who in your company is responsible for Transactional Email? #EmailChat
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid For Transactional Email The Recipient They control what and when content is delivered.
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid For Commercial Email The Sender They control the message and the frequency
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid What Is Commercial Email?
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid What Is Commercial Email? ① Advertisements ② Offers ③ Coupons ④ Newsletters ⑤ Daily Deals
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid What Is Transactional Email?
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid It’s a triggered email message automatically sent in response to a recipient action. It is unique to the recipient and expected. It’s also the most important piece of mail you send. What Is Transactional Email?
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Dyn.com/CanSpamGuidelines Here’s the Can-Spam Act definition:
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid How Else Is It Different?
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid How Else Is It Different? - Main Differences - ① Time Sensitive ② High Engagement ③ Low Complaint Rate ④ Expected in Inbox ⑤ Higher ROI
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Transactional Trends Source: http://www.epsilon.com/sites/default/files Q4_2012_Email_Benchmarks_FINAL_3_18_2013.pdf
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Source: http://www.epsilon.com/sites/default/files Q4_2012_Email_Benchmarks_FINAL_3_18_2013.pdf Triggered messages accounted for 5.0% of total email volume in Q4 2012, 73% higher than in Q4 211 (2.9%) Volume Trending Up!
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Here’s Why. Transactional emails brought in revenues between about 3-to-6 times higher than bulk mailings from the same clients. - Experian Marketing Services, "The Transactional Email Report." (2010)
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Savvy Senders Have Moved From…
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Savvy Senders Have Moved To…
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Are You A Savvy Sender? Who in your company is responsible for the most critical piece of email you send?
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid IT…?
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid By God, I’ve done it!
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid …or Marketing?
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid What Are They Doing To Optimize The Content? Logo links to site (sales opportunity) Recommendations (Sales opportunity) Links to site (sales opportunity) Business purpose clear & appears 1st Clean HTML Content Links to site (sales opportunity) Promotional offer is <1/3 message
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Don’t Forget The Recipient’s Expectations Inbox Near Instant delivery Relevant subject lines and sender address
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Don’t Forget To Measure These Metrics! • Transactional Inbox success rate – Seed Transactional mail stream • Transactional Conversion rate – a/b testing for content
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Takeaway: Involve marketing in the content creation of the transactional messages to optimize ROI.
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Customer Service Troubleshooting Check Spam Folder Recipient Address & Date Check Suppression List Incorrectly Bounced? Reclassify Bounce 1 2 3 4 5
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid So, we’ve covered… • Transactional Email definition • Key differences from commercial mail • Content tips for optimized conversion • Importance of seeding and A/B testing • How to troubleshoot lost mail
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Questions?
  • Transactional Email Webinar @DynInc @inboxexpert @jamesdeloid A Guide To Transactional Email
  • Transactional Email Webinar @DynInc @inboxexpert @jamesdeloid 4 Tips for Evaluating An Email Delivery Provider
  • Transactional Email Webinar @DynInc @inboxexpert @jamesdeloid Next Webinar: Wednesday, August 28 DNS & Data Center Disaster Preparedness (aka Get Ready For the Next Sharknado)
  • Transactional Email: The Email Everyone Wants To Get @DynInc @inboxexpert @jamesdeloid Thank You! Steve Wheeler Director of Deliverability @InboxExpert @Dyninc James DeLoid Email Product Manager @jamesdeloid @Dyninc