Sabir Shaikh Associate Vice President (Product Marketing - Falconide) Netcore Solutions @baishhh

THINGS TO REMINDER Tweet Question Slides & Recording Use below hashtags and handle to tweet during the webinar @netcoresolution #netcoreWebinar #falconide #transactionalEmail Please use the chat window to ask questions during the webinar You will get an email with slides and recording post webinar

ALL THE EFFORTS TAKEN TO ACQUIRE A CUSTOMER

THE EFFORTS….. Finally Acquired – Prospect Transacted. SEO & SEM PPC Affiliate Programs Social Media Print and TV Website Registration Series of emails SMS etc. etc Finally Acquired – Prospect Transacted.

COMPETITION FREE! FREE! FREE! CUSTOMER MEETS WITH Offers Discounts New Attractions Extraordinary Loyalty Programs FREE! FREE! FREE! RESULT - Potential Sales lost to competition..

WHAT’S THE SOLUTION

SOLUTIONS ??? Wait till the next cycle of promotion to upsell.... NO Z Wait till the next cycle of promotion to upsell.... NO Let customer settle down then Cross Promote… NO Timing out or forecasting next purchase ? Possible ?? NO Typical Marketers Approach : - Put the new acquisitions into some bucket OR campaign list. Start sending campaigns as per schedule. Smarter Folks will opt for automated and a little deeply targeted campaigns. One level Smarter people will start chasing their customers on all possible channels through banners, notifications, emails and text messages as well.

ARE WE DOING THE RIGHT THING

ARE WE ??? Maybe YES and maybe NO… Z Maybe YES and maybe NO… Unless we really know some other means of connecting with our customers. (More Effective) While we do Face Book, Twitter, Emails and SMS campaigns we neglect an important touch point. An avenue that has all the potential of delivering substantial revenue. Yes we are referring to the TRANSACTIONAL EMAILS which are also known as Triggered Base Emails.

Transactional / Triggered Emails / ROI … Z A recent study showed that 38% of marketers are missing out on revenue via transactional emails. Transactional emails receive nearly double the open rate compared to marketing emails. There’s a lot of money to be made here. New tools are released everyday to help marketers and developers to work together in optimizing their transactional email marketing efforts. There is no excuse for any-sized company to not take advantage of upselling through order confirmation emails or receipts.

Sample Transactional Email

SOME IMPORTANT OBSERVATIONS

SOME IMPORTANT OBSERVATIONS… Z The sender is missing out on some vital tricks here. What happened to asking for referral of friends? Maybe a coupon for coming back within the next month? Maybe even advertise what other services they have on offer?

EVOLVING YOUR TRANSACTIONAL EMAILS

The Upsell Not to be confused with cross selling. Upselling is when you order something and company offers you a chance to purchase a higher end product. Amazon does this very well, especially with their Amazon credit card.

Very enticing and adds great upfront value Very enticing and adds great upfront value. I wouldn’t mind taking 2 minutes to apply. Make the upselling process simple and quick. Don’t let your customers think.

Shopping Cart Abandonment The cart abandonment email should be a gentle nudge. Kate Spade, a women clothing and accessory company, is a master of this subtle nudge. Great job of mixing in images, eye popping colors and compelling text. The big finger pointing at the bolded discount. Not interested, they try to cross sell. Offer at the very top of the page, free shipping……. The time limit placed on Discount.

The Referral Social media, email and even direct mail greatly impact your business, but nothing is greater than word of mouth. It is and will possibly always be the best way to earn new business and create loyal customers. Airbnb does this best... Good platform, Amazing customer service and they offer up to $100 when you refer a new friend to Airbnb.

The referral push comes in the same email as your reservation email so you know you’re not going to skip out on reading this. Also, because you want to make sure you have all the details for your trip, you’re reading the entire email at least twice. The prompt is short, sweet and to the point and doesn’t leave you wondering what you need to do to get started inviting your friends.

The Feedback Card Ask your customers for feedback after they call in. Submit a support ticket. Complain is resolved. Goods delivered. And add discount on top to ensure action and buy from you again. The feedback play is a solid move because it allows you to kill 2 birds with one stone. GoDaddy does this really well. Every time you call in for support, they will send you a follow up email asking for feedback. To prompt you to take action they provide a nice incentive, 25% off your order.

Get Them Engaged Take a look at how Instagram gets their new users engaged. Immediately, Instagram is letting you know that you will only see photos from people that you’re interested in seeing. In just a few quick words they explain that you can see nice birthday photos from friends or follow Kim Kardashian. The call to action is big and takes you right into following users on Instagram, but it doesn’t stop there. Next Instagram quickly shows you how to use filters on their platform, with another call to action to get you started.

And to end it all, they explain how various people use their platform, leaving users with the impression that Instagram is the perfect place to share their incredible moments with the world.

EVOLVING YOUR TRANSACTIONAL EMAILS Z Some of the first companies that jumped on the idea of upselling through email receipt and confirmation emails were some of the larger ecommerce platforms like Amazon. Here we can see a range of different businesses either adding value or tapping into additional revenue by upping their transactional email game. Now if you want to follow the same trend and optimize the transactional confirmation email that you send to your customers here’s some simple steps to follow:

EVOLVING YOUR TRANSACTIONAL EMAILS Z Gear up with the right tools – There are a number of great tools out there that allow you to collaboratively work on your transactional emails. You can create interesting templates that also go hand in hand with the core objective of the respective email. Set your goals – You need to identify what you are trying to achieve by optimizing your transactional emails. Are you looking to gain more social followers? If so, then maybe try running a social offer: “Like our Facebook page for 10% off your next visit”. If you want to gain market share, look at running a referral programme so your latest customers can bring you additional ones. Looking to increase revenue? Try including upsell offers based on the last purchase the customer had with you.

EVOLVING YOUR TRANSACTIONAL EMAILS Z Keep to the point – More than half of all emails are opened on mobile devices, so make sure you keep your design simple and message to the point. Don’t get too carried away with including too many offers in your receipt. And finally, make sure your emails are responsive. Always add value – Even though you’re looking to achieve your goals by optimizing your transactional email, don’t forget to add value to your customers. If you’re looking to upsell, make sure it’s with relevant products based on each customer’s purchase behaviour. Value you’re adding here is convenience and demonstrating that you know your customer. Without adding value before trying to get something in return from your customer, the communication could be off putting and may stop you from hitting your goals.

Your transactional email doesn’t just have to be an Order Confirmation or Receipt. Z It can be an event reminder A password reset An auto-reply when customers contact support No matter what the purpose of the email is, there will be some room for us to optimize the transactional email Add further value to your customers and potentially tap into a new stream of revenue

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