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Dead-End Transactional Email
Matt Harris sendwithus.com
@mrmch
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Hi, I’m Matt
● From Canada (Victoria, BC)
● CEO/founder sendwithus.com
● SendGrid partner
● Over 10 years experiencebuilding web products
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Objectives
● Show what dead-end emails are
● Why they’re important to your business
● Provide a few examples of good and bad emails
● Explain how to fix bad emails
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Transactional Email● One to one
● Very important to user engagement
● Closely tied to actions in your website or product
● People like it
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Transactional Email :(
● We often see “dead-end” emails
Definition: dead-end email“An email that does not containa clear call to action or nextstep for your user.”
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Why do dead-end emails matter?
● Part of your users website workflow● Discontinuous experience
Dead-end emails create poor user experiences
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How does this happen?Marketer owned landing page Developer owned email
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How does this happen?
Landing Page● owned by marketer● optimized for
engagement● customer-centric
Transactional Email● owned by developer● focus is information● information-centric
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Example: Welcome Email
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Details: Welcome Email
● very hard email to read● no call to action
● very clear goal, “click the blue link”
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Example: Notification Email
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Details: Notification Email
● no call to action● unclear purpose
● clear context● direct call to action
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Example: Payment Receipt
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Details: Payment Receipt
● no call to action● broken formatting
● clear call to action● good presentation of
information● AirBnb has clearly put
effort into this email
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How to identify dead-end email
High Low
High Yay! Subject
Low Body, CTA Subject, Body, CTA
Open Rate
Clic
k R
ate
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Granular analytics, per email template
High Low
High Yay! Subject
Low Body, CTA Subject, Body, CTA
Open Rate
Clic
k R
ate
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Granular analytics, per email template
High Low
High Yay! Subject
Low Body, CTA Subject, Body, CTA
Open Rate
Clic
k R
ate
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Granular analytics, per email template
High Low
High Yay! Subject
Low Body, CTA Subject, Body, CTA
Open Rate
Clic
k R
ate
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How to identify dead-end email
Visual Identification
Ask yourself:
● Is it clear who this email is from?
● Is it clear what my next step is?
● Is there an opportunity for me to engage further?
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Increase Open Rate
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Increase Click Rate
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One last thing - A/B test!● Don’t assume. Test.● Treat email like a landing page● Email is complicated, you can test
○ subject line○ intro text○ body style○ headings○ call to action
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Wrapping up
● Email is an extension of your product● Email experience has to match product● Identify dead-ends● Put your customer-focused team in control● Test everything