MULTIPLY YOUR REVENUE RETURNS WITH TRANSACTIONAL EMAIL

March 8th, 2011

WebinarWebinar

Dial-in telephone: +1 (213) 286-1201Access code: 420-757-706Webinar ID: 396-242-880

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@heinzmarketing

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Speaker

Matt Heinz

President, Heinz Marketing Incmatt@heinzmarketing.com@heinzmarketing

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AGENDA

• The transactional email opportunity• 8 mistakes most companies make• 8 things you can start doing tomorrow• 6 more things that can help double

transactional revenue• Examples• Q&A

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WHY IT MATTERS

Open Rates

• Commercial Email: 31%

• Transactional Email: 47%

Clickthrough Rates

• Commercial Email: 6%

• Transactional Email: 20%

Annual Volume

• Commercial Email: 3,694 per year

• Transactional Email: 87 per year

74% of emails that organizations send are transactional!

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What it does for you

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WHAT COUNTS AS TRANSACTIONAL EMAIL

Order confirmations

Shipping notification

Receipts

Order status

Receipt confirmation

Service request received

New account set-up

Account balance information

Expired subscriptions

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WHAT WE’RE DOING WRONG

• 44% of transactional email has no personalization

• 79% of transactional email has no promotional content

• 42% of transactional emails are delivered as text (no HTML)

• 53% of transactional emails are controlled outside of marketing

• Less than 1% of email marketing funds are spent on transactional email

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9 MISTAKES MOST COMPANIES MAKE

1. Marketing doesn’t own the email

2. Undercommunication

3. Focusing only on the transaction

4. Not paying attention to timing

5. Making it a one-way street

6. No personality

7. Hard to read

8. Not enough resources

9. Vague subject lines

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COUNT THE MISTAKES

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GLAZING OVER

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CLOSER BUT ROOM FOR IMPROVEMENT

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WHAT TO DO IMMEDIATELY

1. Pay attention to the “from” name

2. Subject lines are very important

3. Test, test, test, test…

4. Personalization

5. Send email when people are reading

6. Minimize sequencing

7. Prioritize the primary message (but keep it short)

8. Measure!

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WHAT TO DO NEXT

1. Dedicated IP address

2. Design for all devices

3. Time the emails correctly

4. Use HTML

5. Match look/feel to rest of brand, Web site, etc.

6. What else might they need? What did they forget?

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SEVERAL BEST PRACTICES IN ONE EMAIL

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AND RIGHT BEFORE MY FLIGHT

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MORE…

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RENEWAL NOTICES

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PRIMARY MESSAGE PROMINENT

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…BUT AT THE BOTTOM…

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SOME GOOD, SOME BAD

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TWO MINUTES LATER

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BEST PRACTICES CHEAT SHEET

Immediately

1. Pay attention to the “from” name

2. Subject lines are very important

3. Test, test, test, test…

4. Personalization

5. Send email when people are reading

6. Minimize sequencing

7. Prioritize the primary message (but keep it short)

8. Measure!

Next Priorities

9. Dedicated IP address

10. Design for all devices

11. Time the emails correctly

12. Use HTML

13. Match look/feel to rest of brand, Web site, etc.

14. What else might they need? What did they forget?

Q & A 24

Contact Matt Heinz:

President,Heinz Marketing Inc

matt@heinzmarketing.com

@heinzmarketing

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Contact Us

WhatCounts, Inc.315 5th Avenue South, Suite 800Seattle, WA 98104800-440-7005www.whatcounts.comTwitter @whatcountssales@whatcounts.com

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