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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                                                 email



Source: Jupiter Research “US email Marketing Forecast


#delivered2012                                                              3
CATEGORIES OF EMAIL


                                Success Rates
Transactional                                     Marketing
Open: 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 AUDIENCE


Be Personal
 Include personalized content

                                        Dave
Jon                          Bob
                 Tina                          Kate




#delivered2012                                        13
KNOW YOUR AUDIENCE


Be Gentle
 Don’t go overboard, use the space efficiently.




#delivered2012                               14
KNOW YOUR AUDIENCE


Be 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 Marketing
Example Work Flow          Message
                           - Account Completion
1. Email Validation        - Product Walk-Throughs

2. Sign-Up Completion
3. First Purchase
4. Shipping Notification
5. 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 Marketing
Example Work Flow             Message
                              - “Thank You”
1. Email Validation           - Social Sharing reminders

2. Sign-Up Completion
3. First Purchase
4. Shipping Notification
5. 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 AUDIENCE



Pro-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

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SendGridDelivered_Shades_of_Gray

  • 1. Shades of Grey Incorporating Marketing into your Transactional Messages #delivered2012
  • 2. WHO WE ARE Carly Brantz carly.brantz@sendgrid.com @carlybrantz Brian O’Neill Brian.oneill@sendgrid.com @emailpm #delivered2012 2
  • 3. 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 email Source: Jupiter Research “US email Marketing Forecast #delivered2012 3
  • 4. CATEGORIES OF EMAIL Success Rates Transactional Marketing Open: 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
  • 6. 5 WAYS TO INCORPORATE MARKETING 5 Easy Ways to Incorporate Marketing Follows Proactive Surveys Referrals Opt-ins and likes support #delivered2012 6
  • 7. 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
  • 8. 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
  • 9. OPT-INS  Allow recipients to subscribe to your marketing emails  Incorporate a link inside the transactional email. #delivered2012 9
  • 10. 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
  • 11. 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
  • 12. KNOW YOUR AUDIENCE Who are you? Who who, who who?  He really wants to know. #delivered2012 12
  • 13. KNOW YOUR AUDIENCE Be Personal  Include personalized content Dave Jon Bob Tina Kate #delivered2012 13
  • 14. KNOW YOUR AUDIENCE Be Gentle  Don’t go overboard, use the space efficiently. #delivered2012 14
  • 15. KNOW YOUR AUDIENCE Be Relevant  Present applicable, targeted offers #delivered2012 15
  • 16. 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
  • 17. 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
  • 18. KNOW YOUR AUDIENCE Complementary Marketing Example Work Flow Message - Account Completion 1. Email Validation - Product Walk-Throughs 2. Sign-Up Completion 3. First Purchase 4. Shipping Notification 5. Delivery Follow-up #delivered2012 18
  • 19. 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
  • 20. 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
  • 21. KNOW YOUR AUDIENCE Complementary Marketing Example Work Flow Message - “Thank You” 1. Email Validation - Social Sharing reminders 2. Sign-Up Completion 3. First Purchase 4. Shipping Notification 5. Delivery Follow-up #delivered2012 21
  • 22. 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
  • 23. 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 #delivered2012 23
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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. 28
  • 29. 29
  • 30. 30
  • 31. 31
  • 32. 32
  • 33. 33

Notes de l'éditeur

  1. Noise, and engagement
  2. The percentages vary depending on industrySource: SendGrid&apos;s data
  3. 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.
  4. 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.
  5. Remain CAN-SPAM compliant by not taking up too much space. Keep the main focus of the email on the transactional message
  6. 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?
  7. Expand all examples and call out why they’re successful
  8. Use Dynamic ContentUse place holders in your content and replace with personalized call-to-actions