1 MULTIPLY YOUR REVENUE RETURNS WITH TRANSACTIONAL EMAIL March 8 th , 2011 Webinar Dial-in telephone: +1 (213) 286-1201 Access code: 420-757-706 Webinar ID: 396-242-880 ✆
Multiply Your Revenue Returns with Transactional Email
May 10, 2015
For most businesses, they're an afterthought. But for some, transactional emails represent some of their most profitable and cost-effective marketing tools of any kind. In this webinar, Matt Heinz, President of Heinz Marketing, walks through the best practices of companies that are using confirmation, thank you, courtesy alert and other "transactional" emails to drive purchase behavior, greater engagement frequency and higher lifetime value.
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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
✆
TWEET!Twitter about the webinar using #whatcounts
Follow:
@WhatCounts
@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
@heinzmarketing
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Contact Us
WhatCounts, Inc.315 5th Avenue South, Suite 800Seattle, WA 98104800-440-7005www.whatcounts.comTwitter @[email protected]
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