innovative ways to use transactional messaging

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

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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