SendGridDelivered_Shades_of_Gray

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Shades of GreyIncorporating Marketing into your Transactional Messages

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Carly Brantzcarly.brantz@sendgrid.com@carlybrantz

Brian O’NeillBrian.oneill@sendgrid.com@emailpm

WHO WE ARE

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Transactional 1% of all email

volume 2% of all recipients

email

Marketing 99% of all email

volume 98% of all recipients

email

Typical Volume

Source: Jupiter Research “US email Marketing Forecast

CATEGORIES OF EMAIL

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Transactional

Open: 41 - 54%

Click: 18 - 23%

Unsubscribe: < .4%

2x more valuable!

MarketingOpen: 15 - 19%

Click: 2 - 5%

Unsubscribe Rate: 1.2%

Success Rates

Average of ~20% Better Open and 16% Click Rates!

Source: SendGrid Source: Juniper Research Source:

CATEGORIES OF EMAIL

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WARNING!

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5 Easy Ways to Incorporate Marketing

Surveys Referrals Opt-ins Follows and likes

Proactive

support

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5 WAYS TO INCORPORATE MARKETING

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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.

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SURVEYS

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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.

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REFERRALS

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Allow recipients to subscribe to your marketing emails

Incorporate a link inside the transactional email.

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OPT-INS

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Include a few unobtrusive (and nowadays, almost obligatory) social icons

Facilitate extra follows and likes on Facebook, Twitter and LinkedIn and Google+.

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FOLLOWS AND LIKES

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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.

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PROACTIVE SUPPORT

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Who are you? Who who, who who? He really wants to know.

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KNOW YOUR AUDIENCE

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Be Personal Include personalized content

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BobTina

Dave

KateJon

KNOW YOUR AUDIENCE

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

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KNOW YOUR AUDIENCE

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Be Relevant Present applicable, targeted offers

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KNOW YOUR AUDIENCE

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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?

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KNOW YOUR AUDIENCE

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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

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KNOW YOUR AUDIENCE

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Example Work Flow

1. Email Validation

2. Sign-Up Completion

3. First Purchase

4. Shipping Notification

5. Delivery Follow-up

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Complementary Marketing Message- Account Completion- Product Walk-Throughs

KNOW YOUR AUDIENCE

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Example Work Flow

1. Email Validation

2. Sign-Up Completion

3. First Purchase

4. Shipping Notification

5. Delivery Follow-up

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Complementary Marketing Message- Further engagement, push

next steps- Product Recommendations

KNOW YOUR AUDIENCE

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Example Work Flow

1. Email Validation

2. Sign-Up Completion

3. First Purchase

4. Shipping Notification

5. Delivery Follow-up

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Complementary Marketing Message- Recommendations- Social Sharing reminders

KNOW YOUR AUDIENCE

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Example Work Flow

1. Email Validation

2. Sign-Up Completion

3. First Purchase

4. Shipping Notification

5. Delivery Follow-up

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Complementary Marketing Message- “Thank You”- Social Sharing reminders

KNOW YOUR AUDIENCE

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Example Work Flow

1. Email Validation

2. Sign-Up Completion

3. First Purchase

4. Shipping Notification

5. Delivery Follow-up

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Complementary Marketing Message- Surveys- Proactive Support

KNOW YOUR AUDIENCE

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Pro-Tips Don’t repeat yourself Aim, then fire Weekly Summaries:

Consolidate the transactional notifications to increase your ability to engage your customers

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KNOW YOUR AUDIENCE

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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 benefits24

MEASURING YOUR RESULTS

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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

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MEASURING YOUR RESULTS

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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

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MEASURING YOUR RESULTS

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Tools To Use Content Versioning

– Allows you to track changes to similar content over time

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Version 1

• 13% Click

Version2 • 14% Click

Live Version

• 15% Click

MEASURING YOUR RESULTS

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QUESTIONS