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How to Get the Most Out Of Transactional Emails
 

How to Get the Most Out Of Transactional Emails

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It wasn’t that long ago that email marketing was synonymous with promotional email blasts directed at large lists of prospective customers. With the rise of web and mobile applications, ...

It wasn’t that long ago that email marketing was synonymous with promotional email blasts directed at large lists of prospective customers. With the rise of web and mobile applications, transactional email has become a necessary communication channel for businesses. Whether it be up-selling existing customers or establishing a reputation of reliability, many companies are only scratching the surface on transactional email’s potential. Join email experts Tim Falls and Danny Randa as they discuss the landscape of transactional email and how to make the most of it.

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  • TIM TAKES OVER\n
  • TIM\n
  • \nbut what is transactional email, really? where does it come into your life on a daily basis, as a user of the internet? \n\nwhether or not you’ve consciously recognized it, you probably interact with transactional email on a daily basis \n- when you sign up or create a new account for a new web service\n- when you forget your password to said web service and request a password reminder/reset\n- when you purchase something online, and then when that purchase ships a week later\n- when someone in your social graph adds you as a friend, tags you in a photo or comments on your activity\n\nbasically, a transactional email is any email that is automatically generated by a website or application and programmatically sent to a specific person, as a result of that person taking a particular action or interacting with a website/application in a certain way. \n\nthis special type of email can be distinguished from the other categories of emails you’re surely familiar with: \n - the other type of email that businesses use to communicate with their customers and prospects are marketing emails - ie, newsletters and promotional messages sent to a list of customers/subscribers - this is one message sent to a list of people - sometimes with dynamic content, based on demographic info, past interaction with email campaigns, etc, but for the most part, it is static content that is the same for everyone on the list\n - the other email category is simply your personal email correspondence - sent from one individual to another, for professional or personal reasons\n\n\n
  • so, now that we all understand (a) what transactional email is exactly and how it’s different from other types of email communications AND (b) how common transactional email is in our lives as consumers, let’s jump back into the shoes we wear at work and explore why it’s so special from a business perspective...\n\nwhat are the really important characteristics of transactional email that we should be aware of as we manage the overall email communications strategy for the companies we own, operate and/or work for?\n\n
  • first of all, because of the nature of transactional email communications, especially relative to that of marketing email communications, it is exempt to the guidelines of the CAN-SPAM Act, which was enacted in 2003 to regulate the use of marketing email in business-to-consumer email communications. \n\nspecifically, when sending transactional emails, a company is not required to display any advertisement notation, include a physical postal address for the company or include an unsubscribe link. \n\ndespite transactional email’s exemption from such rules, at SendGrid, we think it’s good practice to comply with these three basics, regardless of the type of email you send. several topics throughout rest of our discussion today will make it clear as to why we like to take this approach, but generally speaking, you can just think of it as a common courtesy to the end recipient and a good way to create a more personable and inviting message. \n\n\n\n
  • another “special advantage” of transactional email is the built in feeling of Anticipation, from the perspective of the recipient...\n\nbecause of the nature of transactional email - the context in which it is sent (ie, it’s triggered by a user action) and the content it contains (important, expected information), the person to whom it is sent is typically patiently (or not so patiently) awaiting its arrival. \n\nitems like purchase receipts, shipping notifications, password resets are typically fairly predictable in terms of when they will arrive, and they usually represent something new and possibly exciting in the recipient’s online life. because of this heightened level of anticipation, they’re eager and willing to open and engage with the message as soon as they get it. \n\nas we’ll discuss in a moment, this is yet another reasons it is important for your emails to be delivered quickly and avoid being wrongfully caught by a spam filter. people will get frustrated if their expectations and anticipation is not met.\n
  • from this anticipation, comes captivation. simply put, the combination of an expected and important piece of information within an email creates the perfect storm - a captive audience, excited to consume your awesome content, whatever it is. \n\nthey are ready to read whatever you have to say, because they know at least part of your message is of a certain value to them.\n\nin order to take advantage of this situation, focus on clickable words, relevant offers, providing an opportunity for the recipient to give feedback, and other ways of encouraging rich, mutually beneficial interaction with between you and your audience.\n
  • as we mentioned in the definition of transactional email, an email of this type is automatically generated and sent in response to a specific user action. \n\nlargely based on the anticipation aspect, it is of utmost importance that the email is delivered in a timely manner and contain absolutely relevant content. \n\nit should primarily include the information the reader wants and should be delivered with the timeliness they need - ie, immediately! \n\nnon-relevant information and unexpected delays can cost you revenue in the form of a lost sale or an unretained customer. \n
  • once again, the next item on the list of advantages of transactional email relates back to several other characteristics that make these communications unique. \n\nwhen the anticipation is met, the audience is captivated, the message is received in a timely manner and the content is relevant, the only logical step from there is action. \n\nin many cases, if not most, the recipient anticipates taking an action as much as they anticipate receiving the email. that action may be “click to activate account” or “navigate here to see the status of your shipment” or “approve this friend request by clicking here”\n\nbecause they are expecting to take an action, businesses can take advantage of this mindset and encourage the reader to perform a task that will help both sides get to the next stage in their relationship. \n\nnewsletters, on the other hand, generally present information the reader is expected to digest, with the occasional call to action to take part in a promotional giveaway or customer survey.\n\n\n
  • perhaps more important than anything, deliverability is almost always higher for transactional email than with marketing email. \n\nlet’s face it, no matter what kind of email you’re sending and what the content of that message is, if it doesn’t reach the inbox, it is worth absolutely nothing to you (the company) or the intended recipient...\n\nthis may seem obvious, but it’s important to note why this is the case: transactional email is more likely to be delivered to the inbox because of it’s relevance and high levels of engagement.in the world of email deliverability, the actions of recipients greatly affect the reputation of the sender in the eyes of the ISPs. and as we all know, those with a good reputation are rewarded with good deliverability. because transactional emails are far more likely to be opened and clicked, as we mentioned before, they are also more likely to be delivered.\n\nThis is the BIGGEST advantage of transactional emails over newsletters.\n
  • so, when we combine all of the awesomeness that is transactional email, what we ultimately get is something even more awesome - an inherently heightened level of engagement with our audience. \n\nat the root of all email communication is relationship building. relationships can’t be built without a real connection, which is built through genuine, two-way interactions. \n\nengagement mostly comes in the form of opens, clicks on links within emails and replies. \nin fact, the stats are pretty impressive on this, showing that the average transaction rate (ie, interactions with email recipients) is up to 8x higher than with traditional bulk email\nnot surprisingly, this results in higher revenue per transaction - up to is 2-5x more revenue when compared to marketing emails\n **SOURCE??\n
  • DANNY TAKES IT BACK! \n
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  • TIM Takes over again\n\nin light of all this compelling information, you’re probably wondering how you can leverage transactional email to maximize its benefit to both you and those who receive these messages from you...\n\nwell, wonder no more! \n\nin the next few slides, we’ll discuss ways to think about transactional email in order to make sure you aren’t squandering potential from your most potent communication channel.\n
  • 53% of transactional emails are currently being controlled outside of marketing\n\nthis communication channel represents epic value to your company, and it should be treated accordingly.\n\ntransactional emails should be written with same love and tenderness as marketing emails, all the while maintaining a consistent brand voice and personality\n\ncompanies spend a lot of time and energy building a strong and personable brand and voice, but they are often fail to maintain that voice when it comes to transactional email - don’t be “that company”! \n
  • performa a an organization-wide email audit to check for this consistency.\n\nwith the learnings of that audit in hand, consider bringing the the copy writing of all emails completely within the marketing team to achieve the necessary consistency across all emails coming from your company.\n\nof course, don’t let your marketing team go off the deep end. you must also keep in mind the reason these emails are being sent and focus on providing the recipient the info they need and want. \n
  • the style in which your emails are presented can also be very important for maintaining a good relationship with customers.\n\nwhether including recognizable logos or optimizing for the quick reader-scan, you should always considering how you present your content - this can make a huge impact on the overall performance of your transactional emails.\n
  • in this context, some bad habits to avoid are: \n\n\n
  • some good habits to follow: \n
  • where appropriate, take advantage of your captive audience and allow them to increase engagement with your brand through social channels\n
  • it is important for emails to be immediate, especially in the case of password resets, account verification, and receipts. this is less important for some types of transactional emails, such as social networking notifications, but it’s good practice to ensure timeliness across the board. \n\nthis means the email is not only delivered immediately, but reaches the inbox and not the spam folder! \n\na robust and professional email infrastructure is necessary to ensure your emails are reliably reaching the inbox on time. \n\n\n
  • Deliverability is incredibly important, and complicated.\n\nyou can check out one of our past webinars on email deliverability or download our deliverability guide from the website, for more information on improving and optimizing your email deliverability.\n
  • Transactional email is an opportunity to build your relationship with your audience.\n\nIt is not a one-way street, but a dialogue.\n\nwhile you’re giving them important information that they are expecting, they might also have information to give you. Many companies make it clear that this is a one-way communication channel (by sending from a “do-not-reply” address; these companies are forfeiting a big opportunity to gain insight from their customers, deepen their audience’s connection to the brand, facilitate support and generally build strong relationships.\n
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  • As we wrap up today, I wanted to quickly review SendGrid’s offering. We provide a cloud-based service that replaces your company’s email infrastructure and provides everything you need to operate a reliable and scalable outbound email delivery system. \n \nBased on the fact that you have attended this webinar, I think you all understand how crucial email delivery is to your success. SendGrid helps you focus on your business without the cost and complexity of owning and maintaining an email infrastructure. Our technology, advanced analytics, and flexible APIs are designed for all types of email — from transactional messages generated by an application, to direct marketing campaigns.\n
  • Here is a sampling of the types of companies that work with SendGrid and what they are saying about SendGrid and their improved email performance. \n\nCase Study\n
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  • Our plan moving forward is to host these kinds of webinars monthly and I want to encourage you to sign up for our next webinar where we will cover Transactional Email. You can sign up directly from our homepage. In addition, we have a wealth of information on our blog. You can sign up and stay on top of email trends, get guidance on APIs, learn about our latest partnerships and find out the latest information about SendGrid. You can sign up at sendgrid.com/blog.\n
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How to Get the Most Out Of Transactional Emails How to Get the Most Out Of Transactional Emails Presentation Transcript

  • How to Get the Most Out Of Transactional Email Presenters: Tim Falls and Danny Randa 1
  • Danny Randadaniel.randa@sendgrid.com @dannyranda Tim Falls tim.falls@sendgrid.com @timfalls #SGWebinar
  • “The more elaborate our means of communication, the less we communicate.” -Joseph Priestley, 18th Century Theologian #SGWebinar
  • What Do We Mean by Transactional Email? #SGWebinar
  • CAN-SPAM Definition “A transactional or relationship messagefacilitating, completing or confirming a previously agreed upon transaction.” #SGWebinar
  • Updates Shipping Notifications Confirmations Account Verifications TRANSACTIONAL Alerts Receipts Statements NotificationsReminders Password Delivery Cancellations Announcements #SGWebinar
  • What MakesTransactional Email so Special? #SGWebinar
  • Exempt from CAN-SPAMNot required to: - Display advertisement notation at the top of the email - Include a US Postal Address - Include Unsubscribe Link (Best Practice is to Comply Regardless) #SGWebinar
  • Anticipation #SGWebinar
  • Captivation #SGWebinar
  • Relevancy and Timeliness #SGWebinar
  • Action #SGWebinar
  • DeliverabilitySender’s Outbox Recipient’s Inbox #SGWebinar
  • Engagement Higher open and click-through rates • Transaction rates up to 8x higher than bulk mail* • Average revenue per transaction 2-5x higher** Customers open transactional emails repeatedly!* http://emailexpert.org/transactional-email-14-best-practices/**http://www.experian.com/marketing-services/register-transactional-email-report.html #SGWebinar
  • State of Transactional Email #SGWebinar
  • #SGWebinar
  • #SGWebinar
  • #SGWebinar
  • #SGWebinar
  • #SGWebinar
  • Leveraging Transactional Email #SGWebinar
  • Ownership IT vs.Marketing #SGWebinar
  • Quick TipPerform organization wide email audit to check for consistent format, style and voice. #SGWebinar
  • Content #SGWebinar
  • Bad Habits Vague subject line Lack of personalityUnrecognizable “from” address “Do-Not-Reply” #SGWebinar
  • Good Habits Recognizable “from” address Use subject line toremind customers who you are PersonalityConcise writing for easy scanning #SGWebinar
  • Quick TipsInclude unobtrusive icons to social networks like Facebook, Twitter, LinkedIn, and Google+ #SGWebinar
  • Timing #SGWebinar
  • Quick Tips20-30 Minutes = Eternity Focus on Deliverability #SGWebinar
  • Dialogue #SGWebinar
  • Quick Tips Never Use a Do-Not-Reply or Corporate Sender AddressEncourage Feedback Through Surveys Be Proactive About Support #SGWebinar
  • Why SendGrid?We make email delivery simple and easy for developers everywhere. #SGWebinar
  • What Our Clients Are Saying “Marrying the SendGrid Platform with SoftLayers offering in both Infrastructure as a Service and Cloud Computing really does give the customers the most robust, turnkey offering available to the market today.” “Their account management team is responsive and proactive, providing us with the space we need to focus on strategic plans, rather than day to day email management.” “We’re now enjoying email delivery rates of 96% and have saved thousands of dollars in engineering resources.” #SGWebinar
  • Key Takeaways #SGWebinar
  • Learn More• Upcoming Webinar:- “Your Toughest Email Infrastructure Questions Answered”• SendGrid’s Deliverability Guide• SendGrid’s Blog- www.sendgrid.com/blog #SGWebinar
  • Questions? #SGWebinar
  • Danny Randadaniel.randa@sendgrid.com @dannyranda Tim Falls tim.falls@sendgrid.com @timfalls #SGWebinar