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#delivered2012 Shades of Grey Incorporating Marketing into your Transactional Messages
#delivered2012
Shades of GreyIncorporating Marketing into your Transactional Messages
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Transactional 1% of all email
volume 2% of all recipients
Marketing 99% of all email
volume 98% of all recipients
Typical Volume
Source: Jupiter Research “US email Marketing Forecast
CATEGORIES OF EMAIL
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Transactional
Open: 41 - 54%
Click: 18 - 23%
Unsubscribe: < .4%
2x more valuable!
MarketingOpen: 15 - 19%
Click: 2 - 5%
Unsubscribe Rate: 1.2%
Success Rates
Average of ~20% Better Open and 16% Click Rates!
Source: SendGrid Source: Juniper Research Source:
CATEGORIES OF EMAIL
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WARNING!
#delivered2012
5 Easy Ways to Incorporate Marketing
Surveys Referrals Opt-ins Follows and likes
Proactive
support
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5 WAYS TO INCORPORATE MARKETING
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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.
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SURVEYS
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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.
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REFERRALS
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Allow recipients to subscribe to your marketing emails
Incorporate a link inside the transactional email.
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OPT-INS
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Include a few unobtrusive (and nowadays, almost obligatory) social icons
Facilitate extra follows and likes on Facebook, Twitter and LinkedIn and Google+.
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FOLLOWS AND LIKES
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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.
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PROACTIVE SUPPORT
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Who are you? Who who, who who? He really wants to know.
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KNOW YOUR AUDIENCE
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Be Personal Include personalized content
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BobTina
Dave
KateJon
KNOW YOUR AUDIENCE
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Be Gentle Don’t go overboard, use the space efficiently.
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KNOW YOUR AUDIENCE
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Be Relevant Present applicable, targeted offers
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KNOW YOUR AUDIENCE
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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?
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KNOW YOUR AUDIENCE
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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
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KNOW YOUR AUDIENCE
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Example Work Flow
1. Email Validation
2. Sign-Up Completion
3. First Purchase
4. Shipping Notification
5. Delivery Follow-up
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Complementary Marketing Message- Account Completion- Product Walk-Throughs
KNOW YOUR AUDIENCE
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Example Work Flow
1. Email Validation
2. Sign-Up Completion
3. First Purchase
4. Shipping Notification
5. Delivery Follow-up
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Complementary Marketing Message- Further engagement, push
next steps- Product Recommendations
KNOW YOUR AUDIENCE
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Example Work Flow
1. Email Validation
2. Sign-Up Completion
3. First Purchase
4. Shipping Notification
5. Delivery Follow-up
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Complementary Marketing Message- Recommendations- Social Sharing reminders
KNOW YOUR AUDIENCE
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Example Work Flow
1. Email Validation
2. Sign-Up Completion
3. First Purchase
4. Shipping Notification
5. Delivery Follow-up
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Complementary Marketing Message- “Thank You”- Social Sharing reminders
KNOW YOUR AUDIENCE
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Example Work Flow
1. Email Validation
2. Sign-Up Completion
3. First Purchase
4. Shipping Notification
5. Delivery Follow-up
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Complementary Marketing Message- Surveys- Proactive Support
KNOW YOUR AUDIENCE
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Pro-Tips Don’t repeat yourself Aim, then fire Weekly Summaries:
Consolidate the transactional notifications to increase your ability to engage your customers
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KNOW YOUR AUDIENCE
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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 benefits24
MEASURING YOUR RESULTS
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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
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MEASURING YOUR RESULTS
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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
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MEASURING YOUR RESULTS
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Tools To Use Content Versioning
– Allows you to track changes to similar content over time
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Version 1
• 13% Click
Version2 • 14% Click
Live Version
• 15% Click
MEASURING YOUR RESULTS
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QUESTIONS
