The Importance of Transactional E-mail - WebExpo 2014 - Vincent van Scherpenseel
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Transcript of The Importance of Transactional E-mail - WebExpo 2014 - Vincent van Scherpenseel
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The Importance of
Transactional E-mail
WebExpo 2014Vincent van Scherpenseel
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Program
Introduction What is transactional e-mail.
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Program
Introduction What is transactional e-mail.
Use-cases When and where to use it.
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Program
Introduction What is transactional e-mail.
Use-cases When and where to use it.
Templating How to make it look good.
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Program
Introduction What is transactional e-mail.
Use-cases When and where to use it.
Templating How to make it look good.
Optimization How to measure and optimize for success.
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What is transactional e-mail?
A personal e-mail sent to a single individual usually
based on an action they performed.
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What is transactional e-mail?
A personal e-mail sent to a single individual usually
based on an action they performed.
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How to send it?
Your own mail server. Third-party service.
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Why out-source it?
1. Deliverability
2. Maintenance
3. Actionable insights
4. Increase revenue, decrease costs+
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Third-party services
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Use-cases When and where to use it.
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Account actions
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Registration confirmation
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Event announcements
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Back-in-stock notification
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Review request
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Personal discount campaigns
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Personal motivation
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Webhooks!
Don’t let hard-bounces lead to dead-ends.
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Templates How to make it look good.
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Best Practices
• Understand what you want to achieve. • Have a very clear call-to-action. • Make images clickable (remember fallbacks). • Design for a maximum width of 600 px. • Web fonts support is extremely limited. E-mail client CSS support overview:http://tinyurl.com/emailcss
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Responsive Web Design
Photo: Brad Frost
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Responsive Web Design
Support for media queries on mobile devices is pretty good! Except for Google Mail. Useful overview: www.campaignmonitor.com/guides/ mobile/
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Testing
From $79 per month.www.litmus.com
Spam filter testing from $149 per month.
From $45 per month.www.emailonacid.com
Spam filter testing included.
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schema.org mark-up
Review ActionsInitiate the reviews directly from the inbox.
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schema.org mark-up
Reservations Actions Display information in the same consistent way.Let users check in directly from their inbox.
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Optimization How to measure and optimize for success.
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Key Performance Indicators
• Deliverability (bounces & rejects)
• Opens
• Clicks
• Conversions
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A/B testing
A/B testing your e-mails isas important as testing your website.
[..]! "tags": [ "password-reset" ],! [..]
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A/B testing
A/B testing your e-mails isas important as testing your website.
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Google Analytics
Auto-tag your transactional e-mailfor Google Analytics tracking.
[..]! "google_analytics_domains": [ “webexpo.net" ], "google_analytics_campaign": "registration_confirmation",! [..]
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Respect your recipients
Use all data you have on your subscribers.
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Respect your recipients
Use all data you have on your subscribers.
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Measure the right things
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Measure the right things
Having a lot of conversions does notmean you make the most money.
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Key Take-Aways
• Don’t ignore this powerful medium.E-mail is far from dead.
• Templating sucks, but we have RWD! Make sure to test properly.
• Monitor your KPIs.Always Be Optimizing.
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