SendGridDelivered_Shades_of_Gray
Upcoming SlideShare
Loading in...5
×
 

SendGridDelivered_Shades_of_Gray

on

  • 364 views

Carly Brantz and Brian O'Neill deliver tips and tricks on incorporating marketing messaging into transactional email

Carly Brantz and Brian O'Neill deliver tips and tricks on incorporating marketing messaging into transactional email

Statistics

Views

Total Views
364
Views on SlideShare
364
Embed Views
0

Actions

Likes
1
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Noise, and engagement
  • The percentages vary depending on industrySource: SendGrid's data
  • Warning: You must exercise caution when adding marketing content to transactional emails as you run the risk of spoiling your most valuable emails. Make sure you proceed with changes slowly to minimalize the risk to your critical emails.
  • One of the most important aspects of successful marketing through transactional email is knowing your audience. You have to know your customers, your product and how they interact.
  • Remain CAN-SPAM compliant by not taking up too much space. Keep the main focus of the email on the transactional message
  • Some ConsiderationsWhat state is your customer in?What is the next thing you want them to do?What has changed since their last visit?What are their friends doing?
  • Expand all examples and call out why they’re successful
  • Use Dynamic ContentUse place holders in your content and replace with personalized call-to-actions

SendGridDelivered_Shades_of_Gray SendGridDelivered_Shades_of_Gray Presentation Transcript

  • Shades of Grey Incorporating Marketing into your Transactional Messages#delivered2012
  • WHO WE ARE Carly Brantz carly.brantz@sendgrid.com @carlybrantz Brian O’Neill Brian.oneill@sendgrid.com @emailpm#delivered2012 2
  • CATEGORIES OF EMAIL Typical Volume Transactional Marketing  1% of all email  99% of all email volume volume  2% of all recipients  98% of all recipients email emailSource: Jupiter Research “US email Marketing Forecast#delivered2012 3
  • CATEGORIES OF EMAIL Success RatesTransactional MarketingOpen: 41 - 54% Open: 15 - 19%Click: 18 - 23% Click: 2 - 5%Unsubscribe: < .4% Unsubscribe Rate:2x more valuable! 1.2% Average of ~20% Better Open and 16% Click Rates!#delivered2012 Source: Juniper Research Source: Source: SendGrid 4
  • WARNING!#delivered2012 5
  • 5 WAYS TO INCORPORATE MARKETING 5 Easy Ways to Incorporate Marketing Follows Proactive Surveys Referrals Opt-ins and likes support#delivered2012 6
  • SURVEYS Gain customer feedback by asking them to complete a quick Net Promoter Score survey Ask them to answer a single question. A click-to-answer approach works well.#delivered2012 7
  • REFERRALS Ask happy customers to refer your company to their friends Give the opportunity for them to earn a reward. We’ve seen great success with this approach at SendGrid.#delivered2012 8
  • OPT-INS  Allow recipients to subscribe to your marketing emails  Incorporate a link inside the transactional email.#delivered2012 9
  • FOLLOWS AND LIKES Include a few unobtrusive (and nowadays, almost obligatory) social icons Facilitate extra follows and likes on Facebook, Twitter and LinkedIn and Google+.#delivered2012 10
  • PROACTIVE SUPPORT  Include a link to documentation, forums or support page to offer help when the user most needs it.  Help your users while avoiding customer support time.#delivered2012 11
  • KNOW YOUR AUDIENCE Who are you? Who who, who who?  He really wants to know.#delivered2012 12
  • KNOW YOUR AUDIENCEBe Personal Include personalized content DaveJon Bob Tina Kate#delivered2012 13
  • KNOW YOUR AUDIENCEBe Gentle Don’t go overboard, use the space efficiently.#delivered2012 14
  • KNOW YOUR AUDIENCEBe Relevant Present applicable, targeted offers#delivered2012 15
  • KNOW YOUR AUDIENCE Know Your Interaction Lifecycle  How do your clients react with your application?  What is the typical path a customer takes when making a decision to purchase?#delivered2012 16
  • KNOW YOUR AUDIENCE Know Your Customer’s Interaction Lifecycle Map your app’s transactional work flow: Example Work Flow 1. Email Validation 2. Sign-Up Completion 3. First Purchase 4. Shipping Notification 5. Delivery Follow-up#delivered2012 17
  • KNOW YOUR AUDIENCE Complementary MarketingExample Work Flow Message - Account Completion1. Email Validation - Product Walk-Throughs2. Sign-Up Completion3. First Purchase4. Shipping Notification5. Delivery Follow-up#delivered2012 18
  • KNOW YOUR AUDIENCE Complementary Marketing Example Work Flow Message - Further engagement, push 1. Email Validation next steps - Product Recommendations 2. Sign-Up Completion 3. First Purchase 4. Shipping Notification 5. Delivery Follow-up#delivered2012 19
  • KNOW YOUR AUDIENCE Complementary Marketing Example Work Flow Message - Recommendations 1. Email Validation - Social Sharing reminders 2. Sign-Up Completion 3. First Purchase 4. Shipping Notification 5. Delivery Follow-up#delivered2012 20
  • KNOW YOUR AUDIENCE Complementary MarketingExample Work Flow Message - “Thank You”1. Email Validation - Social Sharing reminders2. Sign-Up Completion3. First Purchase4. Shipping Notification5. Delivery Follow-up#delivered2012 21
  • KNOW YOUR AUDIENCE Complementary Marketing Message Example Work Flow - Surveys - Proactive Support 1. Email Validation 2. Sign-Up Completion 3. First Purchase 4. Shipping Notification 5. Delivery Follow-up#delivered2012 22
  • KNOW YOUR AUDIENCEPro-Tips Don’t repeat yourself Aim, then fire Weekly Summaries: Consolidate the transactional notifications to increase your ability to engage your customers#delivered2012 23
  • MEASURING YOUR RESULTS Metrics To Track  Open Rate – Unique Opens / Deliveries – Reflects on the effectiveness of your subject lines, the timing of your message, and the strength of the call-to-action implied  Click Rate – Unique Clicks / Deliveries – Measures the strength of the call-to-action and the perceived benefits#delivered2012 24
  • MEASURING YOUR RESULTS Metrics To Track  Email-To-Action – From Open to Purchase – Open -> Click -> Landing Page -> Desired Action – Find weak-points in your customer interaction cycles – Desired Actions: Purchase, Sign-Up, Engagement#delivered2012 25
  • MEASURING YOUR RESULTS Tools To Use  Multiple-Link Tracking Reports – Show where in the email recipients are clicking – Help you tailor and adjust your messaging to put the most important links where users are most likely to click  A/B Testing – Automatically test out content variations to send our messages with proven mark-up#delivered2012 26
  • MEASURING YOUR RESULTS Tools To Use  Content Versioning – Allows you to track changes to similar content over time Version • 13% Click 1 Version2 • 14% Click Live • 15% Click Version#delivered2012 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • QUESTIONS#delivered2012 34