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Shades of GreyIncorporating Marketing into Transactional Email
Carly Brantzcarly.brantz@sendgrid.com@carlybrantzBrian O’NeillBrian.oneill@sendgrid.com@emailpm                            2
Delivering Email at ScaleServing 60,000+ customersSending 4 billion emailsper monthTransactional and marketingemail soluti...
Agenda•   Categories of Email•   The Value of Transactional Email•   Ways to Incorporate Marketing into Transactional•   K...
Categories of Email                     DefinitionsTransactional                   Marketing• Sent based on direct        ...
Categories of Email                           ExamplesTransactional                    Marketing•   Receipts              ...
Categories of Email                                               Typical VolumeTransactional                             ...
Categories of Email                                            Success RatesTransactional                                 ...
10%                                                                                    12%                                ...
A Warning            11
5 Easy Ways to Incorporate Marketing                                Follows     ProactiveSurveys   Referrals   Opt-ins    ...
Surveys• Gain customer  feedback by asking  them to complete a  quick Net Promoter  Score survey• Ask them to answer a  si...
Referrals• Ask happy customers  to refer your company  to their friends• Give the opportunity  for them to earn a  reward....
Opt-Ins• Allow recipients to  subscribe to your  marketing emails• Incorporate a link  inside the  transactional email.   ...
Follows and Likes• Include a few  unobtrusive (and  nowadays, almost  obligatory) social icons• Facilitate extra follows  ...
Proactive Support• Include a link to  documentation, forums  or support page to offer  help when the user  most needs it.•...
Know Your AudienceWho are you? Who who, who who?He really wants to know.                                 18
Know Your AudienceBe Personal• Include personalized content                                 DaveJon                  Bob  ...
Know Your AudienceBe Gentle• Don’t go overboard, use the space efficiently.                                               ...
Know Your AudienceBe Relevant• Present applicable, targeted offers                                        21
Know Your AudienceKnow Your Interaction Lifecycle• How do your clients react with your  application?• What is the typical ...
Know Your AudienceKnow Your Customer’s Interaction LifecycleMap your application’s transactional work flow:Example Work Fl...
Know Your AudienceExample Work Flow          Complementary Marketing Message1. Email Validation        - Account Completio...
Know Your AudienceExample Work Flow          Complementary Marketing Message1. Email Validation        - Further engagemen...
Know Your AudienceExample Work Flow          Complementary Marketing Message1. Email Validation        - Recommendations  ...
Know Your AudienceExample Work Flow          Complementary Marketing Message1. Email Validation        - “Thank You”s     ...
Know Your AudienceExample Work Flow          Complementary Marketing Message1. Email Validation        - Surveys          ...
Know Your Audience• Pro-Tips:  – Don’t repeat yourself.  – Aim, then fire  – Weekly Summaries:    Consolidate the    trans...
Measuring Your Results• Metrics To Track  – Open Rate     • Unique Opens / Deliveries     • Reflects on the effectiveness ...
Measuring Your Results• Metrics To Track  – Email-To-Action     •   From Open to Purchase     •   Open -> Click -> Landing...
Measuring Your Results• Tools To Use  – Multiple-Link Tracking Reports     • Show where in the email recipients are clicki...
Measuring Your Results• Tools To Use  – Content Versioning     • Allows you to track changes to similar content over      ...
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Example          36
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Key Takeaways                40
Questions?             41
Carly Brantzcarly.brantz@sendgrid.com@carlybrantzBrian O’NeillBrian.oneill@sendgrid.com@emailpm                           ...
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Shades of Gray: Incorporating Marketing into Transactional Email

Transactional email is one of the most engaging communication channels, yet many companies fail to take advantage of its potential. With the CAN-SPAM act and deliverability concerns, many companies are afraid to incorporate marketing into their transactional messages. Carly Brantz and Brian O’Neill broke down ways to increase ROI and engagement with your customers through discrete marketing in your transactional email.

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Shades of Gray: Incorporating Marketing into Transactional Email

  1. 1. Shades of GreyIncorporating Marketing into Transactional Email
  2. 2. Carly Brantzcarly.brantz@sendgrid.com@carlybrantzBrian O’NeillBrian.oneill@sendgrid.com@emailpm 2
  3. 3. Delivering Email at ScaleServing 60,000+ customersSending 4 billion emailsper monthTransactional and marketingemail solutions 3
  4. 4. Agenda• Categories of Email• The Value of Transactional Email• Ways to Incorporate Marketing into Transactional• Knowing Your Audience• Shades of Grey• Examples 4
  5. 5. Categories of Email DefinitionsTransactional Marketing• Sent based on direct • Commercial in interaction and within nature, either the bounds of a VS advertising or previously agreed promoting upon contract commercial product or service 5
  6. 6. Categories of Email ExamplesTransactional Marketing• Receipts • Newsletters• ‘Like’ Notifications • Product• ‘Check-Ins’ Announcements• Bank Notices • Daily Deals 6
  7. 7. Categories of Email Typical VolumeTransactional Marketing• 1% of all email • 99% of all email volume volume• 2% of all recipients • 98% of all recipients email emailSource: SendGrid Source: Jupiter Research “US email Marketing Forecast” 7
  8. 8. Categories of Email Success RatesTransactional MarketingOpen: 41 - 54% Open: 15 - 19%Click: 18 - 23% Click: 2 - 5%Unsubscribe: < .4% Unsubscribe Rate: 1.2% Average of ~20% Better Open and 16% Click Rates!Source: SendGrid Source: Juniper Research 8
  9. 9. 10% 12% 14% 16% 18% 20% 0% 2% 4% 6% 8% 9/22/06 10/22/06 11/22/06 12/22/06 1/22/07 2/22/07 3/22/07 4/22/07 5/22/07 6/22/07 7/22/07 8/22/07 9/22/07 10/22/07 11/22/07 12/22/07 1/22/08 2/22/08 3/22/08 4/22/08 5/22/08 System Statistics 6/22/08 7/22/08 8/22/08 9/22/08 Clicks Opens Unique Clicks Unique Opens9
  10. 10. A Warning 11
  11. 11. 5 Easy Ways to Incorporate Marketing Follows ProactiveSurveys Referrals Opt-ins and likes support 12
  12. 12. 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. 13
  13. 13. 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. 14
  14. 14. Opt-Ins• Allow recipients to subscribe to your marketing emails• Incorporate a link inside the transactional email. 15
  15. 15. 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+. 16
  16. 16. 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. 17
  17. 17. Know Your AudienceWho are you? Who who, who who?He really wants to know. 18
  18. 18. Know Your AudienceBe Personal• Include personalized content DaveJon Bob Tina Kate 19
  19. 19. Know Your AudienceBe Gentle• Don’t go overboard, use the space efficiently. 20
  20. 20. Know Your AudienceBe Relevant• Present applicable, targeted offers 21
  21. 21. Know Your AudienceKnow 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? 22
  22. 22. Know Your AudienceKnow Your Customer’s Interaction LifecycleMap your application’s transactional work flow:Example Work Flow1. Email Validation2. Sign-Up Completion3. First Purchase4. Shipping Notification5. Delivery Follow-up 23
  23. 23. Know Your AudienceExample Work Flow Complementary Marketing Message1. Email Validation - Account Completion - Product Walk-Throughs2. Sign-Up Completion3. First Purchase4. Shipping Notification5. Delivery Follow-up 24
  24. 24. Know Your AudienceExample Work Flow Complementary Marketing Message1. Email Validation - Further engagement, push next steps2. Sign-Up Completion - Product Recommendations3. First Purchase4. Shipping Notification5. Delivery Follow-up 25
  25. 25. Know Your AudienceExample Work Flow Complementary Marketing Message1. Email Validation - Recommendations - Social Sharing reminders2. Sign-Up Completion3. First Purchase4. Shipping Notification5. Delivery Follow-up 26
  26. 26. Know Your AudienceExample Work Flow Complementary Marketing Message1. Email Validation - “Thank You”s - Social Sharing reminders2. Sign-Up Completion3. First Purchase4. Shipping Notification5. Delivery Follow-up 27
  27. 27. Know Your AudienceExample Work Flow Complementary Marketing Message1. Email Validation - Surveys - Proactive Support2. Sign-Up Completion3. First Purchase4. Shipping Notification5. Delivery Follow-up 28
  28. 28. Know Your Audience• Pro-Tips: – Don’t repeat yourself. – Aim, then fire – Weekly Summaries: Consolidate the transactional notifications to increase your ability to engage your customers 29
  29. 29. 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 30
  30. 30. 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 31
  31. 31. 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 32
  32. 32. 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 33
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  35. 35. Example 36
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  38. 38. 39
  39. 39. Key Takeaways 40
  40. 40. Questions? 41
  41. 41. Carly Brantzcarly.brantz@sendgrid.com@carlybrantzBrian O’NeillBrian.oneill@sendgrid.com@emailpm 42

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