Innovative Ways to use Transactional Messaging
David Baker, VP CRM Solutions, Razorfish
Leah Muhlenfeld, Director of Marketing, SnagAJob.com
Functional Value of Email
Informational
Promotional
Notification
Community
Co
mp
lexi
ty o
f C
on
ten
t
Frequency
Who values Transactional Messages?
Social’s impact on email persistency
Transactional Email do “5” Key Things
> Fulfills the promise
> Completes the Closed Loop
> Extends the brand post-transaction
> Builds contextual interactions
> Builds a deliver relationship
Email is critical to SnagAJob.com’s business
> Core to the customer/business value exchange
> Must deliver on the brand experience
> Must be a traffic driver and build persistency in the online experience
> Transactional Email must be more than purely a notification vehicle
> Transactional must have an interaction goal
Front of the funnel fulfillment
> Know your traffic> Branding is important
Registration Verification Application Confirmation
Where do most begin?
> Early Lifecycle Messaging (First 90 Days)
> Understanding Transactional is more than eCommerce notification
> Building Trust and persistency in communications
> How much marketing should reside in Transactional Email?
> Smart Personalization? Recommendations?
What works and Why?
Cross Sale/Upsell
More progressive
Gift Subscription Confirmation
Notices have value too...
Challenges with innovating with transactional messaging?
> Disparate systems supporting different messaging needs
> Different business owners that own the “customer experience”
> Transactional messaging is not seen as a driver of behavior
> Broader the product base, the more complicated the rules become
Thank You
