Turbocharge Your Marketing Through Better Transactional Messages

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1 Turbocharge Your Marketing Through Better Turbocharge Your Marketing Through Better How to Use Everyday Transactional s for Greater Customer Experiences and More Revenue

2 $ option #3 option #6 $ option #9 option #11 option #12 option #8 $ option #1 option #10 $ $ option #13 option #14 $ option #7 $ option #4 $ option #15 $ option #2 option #5 A Buyer s Market In the modern digital climate, consumers have more avenues than ever to find exactly what they want when they want it. It s no longer necessary to browse from store to store to find the best deal on a certain product; the entire buying experience can now be handled from the palm of a consumer s hand.

3 Turbocharge Your Marketing Through Better With the increasing ease of online purchasing comes a big challenge for brands. With all of the digital options for consumers, delivering a fantastic customer experience has become a major priority for brands looking to rise above the competition. It s all about delivering relevant, fun information to engage with customers, and delivering it in a timely manner. At the same time, companies want marketing to work harder within existing systems, maximizing the impact of a smart marketing spend. More and more companies are realizing that optimizing their programs can work even better than flashy, big-budget promotions. Often, unleashing the unrealized value in existing programs can have a huge impact, and at the top of this list is transactional messaging. It s a chance to do more than simply communicate shipping information or order confirmations it s an opportunity to increase revenue by connecting with customers, delivering relevant marketing information at a point when the customer is already listening

4 Transactional Messaging and the 20 Percent A transactional message or is any communication that is considered transactional. These types of messages are not marketing messages customers do not opt-in to receive them; transactional messages are simply triggered by a customer transaction. order confirmations subscription expirations shipping details warranty information account password changes account status updates While a transactional message is not an opt-in marketing message, they must follow CAN-SPAM guidelines as well. These guidelines require that the primary message of the communication is the transaction itself the subject line as well as the body of the must be primarily in reference to the transaction. 20 percent of transactional content can and should be used to boost your relationship with customers This includes promotional and educational material about the sender s brand. Smart companies are already taking advantage of that 20 percent.

5 20% of content : It may not seem like much of an advantage % 20%...but with the right emphasis, it can seem like so much more! For an example see this study by Jupiter Research (now part of Forrester Research) 60 percent of marketers saw an increase in revenue after implementing a marketing program for transactional . That revenue bump is a direct reflection of optimizing customer engagement by taking advantage of transactional s. By injecting dynamic product images and content into transactional messages, customer communication becomes personalized for each recipient. As the message becomes more relevant to customers, they are able to see more value in the brand, in turn boosting revenue and ROI. Companies have seen sales conversion rates increased by 15 to 20 percent by optimizing their transactional messaging to include relevant marketing information. In fact, the average online retailer could generate $500,000 annually by improving the delivery and cross-selling abilities of its transactional system. In this white paper, we ll discuss: The current climate of transactional messaging How to better engage customers and generate revenue with transactional messaging What to look for in a total transactional messaging solution

6 The Current Climate: The Potential of Transactional Messaging Transactional messaging is standard procedure for any e-commerce business. In the past few years, however, companies have been starting to optimize transactional messaging systems for maximum impact. Marketers are getting much smarter with transactional s as they realize the opportunities these s hold. More than simply a communication that relays a shipping confirmation or an order notification, these s are a chance to connect and engage with customers, giving valuable information that aids your relationship with customers, promotes additional products and educates customers about a brand s value to them. Because transactional messages go to all buyers rather than simply opt-in addresses, it s also the only opportunity to reach the non-opt-in buyer segment. The numbers prove more and more companies are reconsidering their approach to transactional messaging. A recent Return Path study found that... 40% of those surveyed are optimizing transactional communication with promotional content. of those 40% 27% used customer targeting in order confirmations 31% used customer targeting in shipping confirmations

7 While savvy companies are boosting revenue with an optimized transactional solution, others still perceive transactional s as a low-priority and continue to spend marketing dollars only on full promotional s. Often this is due to a perceived difficulty in integrating transactional and marketing s. However, transactional messaging holds too much value to be overlooked, and with the right solution, integration of marketing and transactional s is a seamless process, not a cause for headaches. Recent studies show that companies must rethink their strategy to stay ahead of the breakneck pace of the digital world. Budgeting wisely is key, and satisfying customers while doing so should be the ultimate goal. MarketingSherpa s Ecommerce Benchmark Guide found that 57 percent of consumers surveyed have a positive view of marketing content in transactional s. Marketing Profs found that transactional s have 75 percent open rates, while Expert.org reports a 14 percent increase in click-through rates for transactional s versus commercial s. In the table below, you ll see that emarketer has found that personalization is a huge factor in creating a great customer experience across multiple channels, including suggestions based on past purchase and web behavior a key feature of optimized transactional s. Stores where I am a part of a loyalty program should deliver me a more personalized shopping experience than those where I don t participate in their programs 66% The retailers where I shop should offer promotion and merchandising tailer to my past purchasing browsing behavior 50% I would buy more from retailers who personalized the shopping experience across all of their channels (store, website, catalog, mobile, call center) 46% I would value a retailer or brand more if it remembered my buying and browsing behavior from all the channels where I have shopped (store, mobile, website, catalog) 42% I would prefer s I receive are personalized based on my past browsing or buying behavior 42% I would purchase product from websites that suggest product based on past browsing or buying behavior (often listed as you may like or people like you bought ) 40% I would expect retailers where I have browsed their websites previewing specific product to attempt to sell me similar/like product across the web on content-related sites (e.g. searching HP printer and later saw an ad on wallstreetjournal.com to purchase HP printers) 31% Note: somewhat or very important Source: the e-tailing group and MyBuys, Closing the Cross-Channel Gap, June 28, 2011, All consumer communications should be personalized, and optimized transactional s give you a great opportunity to tailor your marketing efforts and personalize customer experience within an system that already sees high user engagement consistently.

8 Key Needs for Generating Revenue and Improving the Customer Experience with Transactional Messaging There are several key needs to successfully integrate transactional messaging into a revenueboosting marketing plan. First, transactional messages must be properly formatted with the necessary elements found below. Subject Line : the must have a transactional subject line that is clearand direct about the transaction, free from any promotional content. The Header : the header and footer of the should be formatted in HTML to ensure visibility. The Body : While the transaction must be the main focus of the , the promotional content should be relevant to the customer as well. This could also include : dynamic images of... upsell products or cross-sell products a call to sign up for an engagement program like an e-newsletter easily found links to connect with the company, such as... Facebook Twitter Blog Profiles include information on where to get help from customer service The Footer : As with the header, and footer should also be formatted in HTML to ensure visibility.

9 Additional tips for Generating Revenue and Improving the Customer Experience with Transactional Messaging It s important that the transactional messaging solution optimizes s and drives sales without putting extra work back on the company itself. 80 percent of Yesmail customers require service implementation and every IT environment is different, which is why Yesmail offers services to ease the burden on IT. Data integration that enables deep analytics and dynamic content is a must. A canned API is often offered as a solution, but that will mean manual integration of data by your IT department in order to provide customized content. A true, optimized solution can integrate data from websites and commerce systems without placing extra strain on IT. This requires a flexible API that can conform to specific purchasing and ordering systems. s must be segmented efficiently by purchase history, and because of the pace of the internet, s must be generated very quickly speed is crucial in the digital age, and companies must take advantage of their small window of customer attention. The sum of all of these pieces is a true solution that dynamically populates transactional s with targeted, relevant, and personalized content, using data integration and analytics to swiftly deliver transactional communication that boosts ROI and takes advantage of the existing system to get the most out of marketing dollars. Choose the Right Solution There are many factors to consider when choosing a transactional solution, but some take precedence. Migration value can t be stressed enough. Yesmail is an industry leader with a tenured service team. Our unbeatable level of experience is what ensures our transactional messaging solution doesn t bring extra headaches to you or your IT department. Data integration too! We also offer serious data integration with extreme flexibility, providing optimized transactional s that are customized and targeted to deliver a great customer experience. Yesmail uses evolved segmentation that boosts efficiency and customization while keeping the work on us, not on our clients.

10 Yesmail Case Study Started in 1998, Saveology is a leader in lowering the cost of living for consumers. From providing comparison shopping through Saveology Home Services to offering affordable technical support through its subbrand, Mytechhelp.com, Saveology provides valuable cost savings to over 4.5 million customers and adds over 400,000 new customers each month. When Saveology decided to move into the Daily Deals space, it knew it needed to review its existing marketing capabilities. Although Saveology was already working with a large service provider, the company realized it needed to upgrade its marketing to compete in the Daily Deals industry. Our marketing was going to need to scale immensely to deal with the new subscribers we were getting each month, says Barry Newman, CIO at Saveology, So we needed an solution that would allow our marketers to focus on the business aspect and not the backend aspect of managing subscribers and campaigns. After a vigorous vetting process, Saveology chose Yesmail as its service provider of choice. One of the reasons Saveology chose Yesmail was for its ease of integration. Saveology relies on its CRM application, Salesforce.com, to track customer transactions. The company wanted to ensure that any new marketing platform would deeply integrate with Salesforce.com, so that it could send confirmation and installation reminders, as well as potential cross-selling promotions. Better integration has drastically improved the capabilities of Saveology s marketing program. Saveology can now send real-time transactional s triggered by customer behavior such as new registrations, credit card sales, order confirmation through Yesmail s event-based APIs. Each is dynamically personalized based on the individual s behavior, interests and purchase history dramatically improving Saveology s open rates by 40% and click-through rates by 19%, in turn increasing its revenue.

11 Transactional s: Give Customers What They Want When They Want It Transactional s are a perfect point to enhance your customers experience with your brand, as well as increase revenue and boost ROI. Smart companies are taking advantage of the systems they already have in place, using existing marketing and commerce systems together. This is the age of consumers getting what they want when they want it. Because of their phenomenal open rates and impressive click rates, transactional s are a chance to connect with your customers. Yesmail s truly optimized solution, deep data analytics and integration combined with a flexible system that delivers highly customized transactional s engages your customers when they want to be engaged with dynamic s relevant to their preferences, and without extra problems for clients and IT departments. Make the most of your 20 percent! Enhance customer engagement with your brand and boost revenue through optimized transactional messaging. Customer Strategy Need more help with your marketing strategy? Contact Yesmail Customer Strategy Yesmail s Customer Strategy team offers expert strategic advice to help you optimize your digital campaigns and properly utilize every interactive channel. Composed of seasoned experts, the Customer Strategy team helps you maximize revenue opportunities and increase your marketing ROI across all digital channels by developing programs that reach, engage, and convert your audience. About Yesmail We power intelligent customer interactions. We give you the insights to recognize and understand your customer to deliver contextually relevant digital communicationswhile respecting their preferences and privacy. We help marketers evolve their customer relationships through intelligent interactions via technology, insights and services in a near real time multi-channel environment. We help you compete in the age of the customer. For more information, call YESMAIL or visit

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