dyn webinar: intro to transactional email

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


Housekeeping!


Who is Dyn’s Steve Wheeler & James DeLoid?

Steve WheelerDirector of

Deliverability

James DeLoidEmail Product

Manager


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


What IsTransactionalEmail?


Popular Touch Points

①Welcome②Thank you③Receipt④Cart Abandonment⑤Password Reset


Popular Touch Points: Welcome


Popular Touch Points: Thank You


Popular Touch Points: Receipt


Popular Touch Points: Cart Abandonment


Popular Touch Points: Password Reset


Who in your company is responsible for

Transactional Email?

#EmailChat


For Transactional Email

The RecipientThey control what and when content is delivered.


For Commercial Email

The SenderThey control the message and the frequency


What IsCommercialEmail?


What Is Commercial Email?

①Advertisements②Offers③Coupons④Newsletters⑤Daily Deals


What IsTransactionalEmail?


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?


Dyn.com/CanSpamGuidelines

Here’s the Can-Spam Act definition:


How Else Is It Different?


How Else Is It Different?- Main Differences -

① Time Sensitive② High Engagement③ Low Complaint Rate④ Expected in Inbox⑤ Higher ROI


Transactional Trends

Source: http://www.epsilon.com/sites/default/files Q4_2012_Email_Benchmarks_FINAL_3_18_2013.pdf

http://www.epsilon.com/sites/default/files%20Q4_2012_Email_Benchmarks_FINAL_3_18_2013.pdf





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!




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)


Savvy Senders Have Moved From…


Savvy Senders Have Moved To…


Are You ASavvy Sender?

Who in your company is responsible for the most critical piece of email you send?


IT…?


By God,I’ve done it!


…or Marketing?


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


Don’t Forget The Recipient’s Expectations

InboxNear Instant delivery

Relevant subject lines and sender address


Don’t Forget To Measure These Metrics!

• Transactional Inbox success rate– Seed Transactional mail stream

• Transactional Conversion rate– a/b testing for content


Takeaway:Involve marketing in the content

creation of the transactional messages

to optimize ROI.


Customer Service Troubleshooting

Check Spam Folder

RecipientAddress & Date

CheckSuppression List

IncorrectlyBounced?

ReclassifyBounce

1

2 3

4 5


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


Questions?

Transactional Email Webinar@DynInc @inboxexpert @jamesdeloid

A Guide ToTransactionalEmail

http://dyn.com/transaction


4 Tips for Evaluating An Email Delivery Provider

http://dyn.com/4tipsforEDP


Next Webinar:Wednesday, August 28

DNS & Data Center Disaster Preparedness

(aka Get Ready For the Next Sharknado)


Thank You!

Steve WheelerDirector ofDeliverability@InboxExpert@Dyninc

James DeLoidEmail Product Manager@jamesdeloid@Dyninc

dyn webinar: intro to transactional email

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