the importance of transactional e-mail - webexpo 2014 - vincent van scherpenseel
DESCRIPTION
An introduction on transactional e-mail, touching the following subjects: 1) An introduction to transactional e-mail. 2) Common use-cases for transactional e-mail. 3) How to do templating right and useful tools. 4) Monitoring and optimization. Slides of Vincent van Scherpenseel's presentation on Transactional E-mail at WebExpo 2014 (Saturday 13 September 2014 in Prague).TRANSCRIPT
The Importance of
Transactional E-mail
WebExpo 2014Vincent van Scherpenseel
Program
Introduction What is transactional e-mail.
Program
Introduction What is transactional e-mail.
Use-cases When and where to use it.
Program
Introduction What is transactional e-mail.
Use-cases When and where to use it.
Templating How to make it look good.
Program
Introduction What is transactional e-mail.
Use-cases When and where to use it.
Templating How to make it look good.
Optimization How to measure and optimize for success.
What is transactional e-mail?
A personal e-mail sent to a single individual usually
based on an action they performed.
What is transactional e-mail?
A personal e-mail sent to a single individual usually
based on an action they performed.
How to send it?
Your own mail server. Third-party service.
Why out-source it?
1. Deliverability
2. Maintenance
3. Actionable insights
4. Increase revenue, decrease costs+
Third-party services
Use-cases When and where to use it.
Account actions
Registration confirmation
Event announcements
Back-in-stock notification
Review request
Personal discount campaigns
Personal motivation
Webhooks!
Don’t let hard-bounces lead to dead-ends.
Templates How to make it look good.
Best Practices
• Understand what you want to achieve. • Have a very clear call-to-action. • Make images clickable (remember fallbacks). • Design for a maximum width of 600 px. • Web fonts support is extremely limited. E-mail client CSS support overview:http://tinyurl.com/emailcss
Responsive Web Design
Photo: Brad Frost
Responsive Web Design
Support for media queries on mobile devices is pretty good! Except for Google Mail. Useful overview: www.campaignmonitor.com/guides/ mobile/
Testing
From $79 per month.www.litmus.com
Spam filter testing from $149 per month.
From $45 per month.www.emailonacid.com
Spam filter testing included.
schema.org mark-up
Review ActionsInitiate the reviews directly from the inbox.
schema.org mark-up
Reservations Actions Display information in the same consistent way.Let users check in directly from their inbox.
Optimization How to measure and optimize for success.
Key Performance Indicators
• Deliverability (bounces & rejects)
• Opens
• Clicks
• Conversions
A/B testing
A/B testing your e-mails isas important as testing your website.
[..]! "tags": [ "password-reset" ],! [..]
A/B testing
A/B testing your e-mails isas important as testing your website.
Google Analytics
Auto-tag your transactional e-mailfor Google Analytics tracking.
[..]! "google_analytics_domains": [ “webexpo.net" ], "google_analytics_campaign": "registration_confirmation",! [..]
Respect your recipients
Use all data you have on your subscribers.
Respect your recipients
Use all data you have on your subscribers.
Measure the right things
Measure the right things
Having a lot of conversions does notmean you make the most money.
Key Take-Aways
• Don’t ignore this powerful medium.E-mail is far from dead.
• Templating sucks, but we have RWD! Make sure to test properly.
• Monitor your KPIs.Always Be Optimizing.
We’re hiring! www.dotblue.net/jobs/
