Dyn Webinar: Intro To Transactional Email
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Transcript of Dyn Webinar: Intro To Transactional Email
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Transactional Email WebinarUnderstanding The Email Everyone Wants To Get
Steve WheelerDirector ofDeliverability@InboxExpert
James DeLoidEmail Product Manager@JamesDeloid
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Housekeeping!
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Who is Dyn’s Steve Wheeler & James DeLoid?
Steve WheelerDirector of
Deliverability
James DeLoidEmail Product
Manager
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
What To Expect FromThis Webinar
• What is Transactional Email?• Differences from commercial mail• Must do tips to optimize ROI• Important metrics to measure• Customer service troubleshooting
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
What IsTransactionalEmail?
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Popular Touch Points
①Welcome②Thank you③Receipt④Cart Abandonment⑤Password Reset
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Popular Touch Points: Welcome
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Popular Touch Points: Thank You
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Popular Touch Points: Receipt
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Popular Touch Points: Cart Abandonment
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Popular Touch Points: Password Reset
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Who in your company is responsible for
Transactional Email?
#EmailChat
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
For Transactional Email
The RecipientThey control what and when content is delivered.
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
For Commercial Email
The SenderThey control the message and the frequency
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
What IsCommercialEmail?
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
What Is Commercial Email?
①Advertisements②Offers③Coupons④Newsletters⑤Daily Deals
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
What IsTransactionalEmail?
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
It’s a triggered email message automatically sent in response to
a recipient action. It is unique to the recipient and expected.
It’s also the most important piece of mail you send.
What Is Transactional Email?
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Dyn.com/CanSpamGuidelines
Here’s the Can-Spam Act definition:
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
How Else Is It Different?
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
How Else Is It Different?- Main Differences -
① Time Sensitive② High Engagement③ Low Complaint Rate④ Expected in Inbox⑤ Higher ROI
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Transactional Trends
Source: http://www.epsilon.com/sites/default/files Q4_2012_Email_Benchmarks_FINAL_3_18_2013.pdf
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Source: http://www.epsilon.com/sites/default/files Q4_2012_Email_Benchmarks_FINAL_3_18_2013.pdf
Triggered messages accounted for 5.0% of total email volume in Q4 2012, 73% higher than in Q4 211 (2.9%)
Volume Trending Up!
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Here’s Why.
Transactional emails brought in revenues between about 3-to-6 times higher than bulk mailings from the same clients.
- Experian Marketing Services, "The Transactional Email Report." (2010)
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Savvy Senders Have Moved From…
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Savvy Senders Have Moved To…
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Are You ASavvy Sender?
Who in your company is responsible for the most critical piece of email you send?
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
IT…?
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
By God,I’ve done it!
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
…or Marketing?
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
What Are They Doing To Optimize The Content?
Logo links to site(sales opportunity) Recommendations
(Sales opportunity)
Links to site(sales opportunity)
Business purpose clear & appears 1st
Clean HTML Content
Links to site(sales opportunity)
Promotional offer is <1/3 message
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Don’t Forget The Recipient’s Expectations
InboxNear Instant delivery
Relevant subject lines and sender address
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Don’t Forget To Measure These Metrics!
• Transactional Inbox success rate– Seed Transactional mail stream
• Transactional Conversion rate– a/b testing for content
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Takeaway:Involve marketing in the content
creation of the transactional messages
to optimize ROI.
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Customer Service Troubleshooting
Check Spam Folder
RecipientAddress & Date
CheckSuppression List
IncorrectlyBounced?
ReclassifyBounce
1
2 3
4 5
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
So, we’ve covered…
• Transactional Email definition• Key differences from commercial mail• Content tips for optimized conversion• Importance of seeding and A/B testing• How to troubleshoot lost mail
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Questions?
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Transactional Email Webinar@DynInc @inboxexpert @jamesdeloid
A Guide ToTransactionalEmail
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Transactional Email Webinar@DynInc @inboxexpert @jamesdeloid
4 Tips for Evaluating An Email Delivery Provider
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Transactional Email Webinar@DynInc @inboxexpert @jamesdeloid
Next Webinar:Wednesday, August 28
DNS & Data Center Disaster Preparedness
(aka Get Ready For the Next Sharknado)
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Transactional Email: The Email Everyone Wants To Get@DynInc @inboxexpert @jamesdeloid
Thank You!
Steve WheelerDirector ofDeliverability@InboxExpert@Dyninc
James DeLoidEmail Product Manager@jamesdeloid@Dyninc