Multiply Your Revenue Returns with Transactional Email

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For most businesses, they're an afterthought. But for some, transactional emails represent some of their most profitable and cost-effective marketing tools of any kind. In this webinar, Matt Heinz, President of Heinz Marketing, walks through the best practices of companies that are using confirmation, thank you, courtesy alert and other "transactional" emails to drive purchase behavior, greater engagement frequency and higher lifetime value.

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  • Adam:Matt Heinz brings more than 12 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes. His career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty. Matt has held various positions at companies such as Microsoft, Weber Shandwick, Boeing, The Seattle Mariners, Market Leader and Verdiem. In 2007, Matt began Heinz Marketing to help clients focus their business on market and customer opportunities, then execute a plan to scale revenue and customer growth.
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  • Multiply Your Revenue Returns with Transactional Email

    1. 1. Webinar<br />Multiply your revenue returns with Transactional Email<br />✆<br />March 8th, 2011<br />Dial-in telephone: +1 (213) 286-1201<br />Access code: 420-757-706<br />Webinar ID: 396-242-880<br />
    2. 2. Tweet!<br />Twitter about the webinar using #whatcounts<br />Follow:<br />@WhatCounts<br />@heinzmarketing<br />2<br />
    3. 3. Speaker<br />Matt Heinz<br />President, Heinz Marketing Inc<br />matt@heinzmarketing.com<br />@heinzmarketing<br />3<br />
    4. 4. Agenda<br /><ul><li>The transactional email opportunity
    5. 5. 8 mistakes most companies make
    6. 6. 8 things you can start doing tomorrow
    7. 7. 6 more things that can help double transactional revenue
    8. 8. Examples
    9. 9. Q&A</li></ul>4<br />
    10. 10. Why it matters<br />Open Rates<br /><ul><li>Commercial Email: 31%
    11. 11. Transactional Email: 47%</li></ul>Clickthrough Rates<br /><ul><li>Commercial Email: 6%
    12. 12. Transactional Email: 20%</li></ul>Annual Volume<br /><ul><li>Commercial Email: 3,694 per year
    13. 13. Transactional Email: 87 per year</li></ul>74% of emails that organizations send are transactional!<br />
    14. 14. What it does for you<br />
    15. 15. What Counts as transactional email<br />Order confirmations<br />Shipping notification<br />Receipts<br />Order status<br />Receipt confirmation<br />Service request received<br />New account set-up<br />Account balance information<br />Expired subscriptions<br />
    16. 16. What we’re doing wrong<br /><ul><li>44% of transactional email has no personalization
    17. 17. 79% of transactional email has no promotional content
    18. 18. 42% of transactional emails are delivered as text (no HTML)
    19. 19. 53% of transactional emails are controlled outside of marketing
    20. 20. Less than 1% of email marketing funds are spent on transactional email</li></li></ul><li>9 MISTAKES MOST COMPANIES MAKE<br />Marketing doesn’t own the email<br />Undercommunication<br />Focusing only on the transaction<br />Not paying attention to timing<br />Making it a one-way street<br />No personality<br />Hard to read<br />Not enough resources<br />Vague subject lines<br />
    21. 21. COUNT THE MISTAKES<br />
    22. 22. GLAZING OVER<br />
    23. 23. CLOSER BUT ROOM FOR IMPROVEMENT<br />
    24. 24. WHAT TO DO IMMEDIATELY<br />Pay attention to the “from” name<br />Subject lines are very important<br />Test, test, test, test…<br />Personalization<br />Send email when people are reading<br />Minimize sequencing<br />Prioritize the primary message (but keep it short)<br />Measure!<br />
    25. 25. What to do next<br />Dedicated IP address<br />Design for all devices<br />Time the emails correctly<br />Use HTML<br />Match look/feel to rest of brand, Web site, etc.<br />What else might they need? What did they forget?<br />
    26. 26. SEVERAL BEST PRACTICES IN ONE EMAIL<br />
    27. 27. AND RIGHT BEFORE MY FLIGHT<br />
    28. 28. MORE…<br />
    29. 29. RENEWAL NOTICES<br />
    30. 30. PRIMARY MESSAGE PROMINENT<br />
    31. 31. …BUT AT THE BOTTOM…<br />
    32. 32. SOME GOOD, SOME BAD<br />
    33. 33. TWO MINUTES LATER<br />
    34. 34. Best Practices cheat sheet<br />Immediately<br />Pay attention to the “from” name<br />Subject lines are very important<br />Test, test, test, test…<br />Personalization<br />Send email when people are reading<br />Minimize sequencing<br />Prioritize the primary message (but keep it short)<br />Measure!<br />Next Priorities<br />Dedicated IP address<br />Design for all devices<br />Time the emails correctly<br />Use HTML<br />Match look/feel to rest of brand, Web site, etc.<br />What else might they need? What did they forget?<br />
    35. 35. Q & A<br />24<br />
    36. 36. Contact Matt Heinz:<br />President,<br />Heinz Marketing Inc<br />matt@heinzmarketing.com<br />@heinzmarketing<br />25<br />
    37. 37. Contact Us<br />WhatCounts, Inc.<br />315 5th Avenue South, Suite 800<br />Seattle, WA 98104<br />800-440-7005<br />www.whatcounts.com<br />Twitter @whatcounts<br />sales@whatcounts.com<br />26<br />

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