State of Transactional Email 2018 (Benchmark report)
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The document outlines a panel discussion with experts Atri Chatterjee and Brent Sleeper, focusing on transactional emails and their strategic importance in business. It highlights insights from a transactional benchmark report, revealing challenges and best practices for effective implementation throughout the user lifecycle. Recommendations for businesses include prioritizing customer engagement and treating transactional emails as essential product features.
State of Transactional Email 2018 (Benchmark report)
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- 2. #emailpros Today’s Panelists Atri Chatterjee Founder and President of CerebralAction, Inc. Atri Chatterjee is Founder and President of CerebralAction Inc. (c12n), a research consultancy that helps companies with their marketing strategy and execution. Before starting c12n, Atri spent almost 30 years in technology development and marketing, successfully leading four companies, two private and two public, as chief marketing officer (CMO). These include Zscaler (cloud security), Act-On Software (marketing automation), Secure Computing (enterprise security) and McAfee.com (consumer security). He was also on the founding team and the first head of marketing for Responsys (email service provider). Brent Sleeper Senior Manager of Product and Content Marketing, SparkPost Brent Sleeper works with the product and marketing teams at SparkPost. He helps SparkPost customers and other product development teams use transactional email and notifications to build successful, growing applications and websites. He has 20 years of experience working with fast-growing technology providers develop marketing strategies that support a great customer experience. Brent is a graduate of Carleton College. 2
- 3. #emailpros Agenda • Transactional email overview and common use cases • Opportunities and challenges businesses face with transactional email • Key findings from the transactional benchmark report • Best practices on the strategy and implementation of transactional email • Q&A 3
- 4. #emailpros About the Report 4 • Benchmarks and best practices defining state of transactional email in 2018 • Data from 1,859 SaaS, e- commerce, and other businesses • 8 key findings including goals, patterns, responsibilities, and challenges • 5 core recommendations to help any sender make the most of transactional email • Today, we’re sharing selected highlights; download to learn more!
- 5. #emailpros Defining Transactional Email 5 • Transactional emails are automated messages sent in response to a specific user action or other event. Activation Email Event Alerts Password Resets Reports/ Dashboards Activity Notifications Welcome/ Onboarding Two-Factor Authentication User Invites and Sharing
- 6. #emailpros 6 Take-Aways Operational functions remain a core use case for transactional emails. Application-generated messages accomplish other goals as well, particularly related to user lifecycle. FINDING 2 Business Goals 2 Transactional emails are workhorses for modern apps and services. They reflect diverse use cases and serve multiple business goals. Transactional email business purpose
- 7. #emailpros 7 Take-Aways Overwhelming majority see transactional email as important throughout the user lifecycle. • Conversion: 72% • Engagement: 82% • Retention: 80% FINDING 3 User Lifecycle 3 Transactional email is essential throughout the user lifecycle, but it is especially valued for engaging and retaining existing customers. Types of transactional email sent
- 8. #emailpros 8 Take-Aways 38.5% of all senders received delivery complaints from their customers. 36.3% of midsize and enterprise businesses report deliverability complaints. 3 of the 4 industries that send the most email exceed the average rate of deliverability complaints. FINDING 6 Deliverability Challenges 6 Lost or undelivered messages are common. This deliverability challenge risks undermining the business impact of transactional emails. Deliverability complaints in select industries
- 9. #emailpros 9 Take-Aways Many businesses have left responsibility for crafting transactional email to tech teams. Adoption of basic technical practices is far from universal. Delivery problems often are the result of using the wrong email infrastructure. MORE FINDINGS Implementation Challenges + Despite business value, too many senders struggle with implementation and optimization.
- 10. #emailpros Implications and Questions • What role does transactional email serve in our business? • Are we leveraging transactional email for maximum value? • Are we implementing transactional email the right way? • How are we measuring performance and impact? • What should I be asking my technical team? My business team? 10
- 11. #emailpros Recommendations for Senders 11 Put customer engagement at the center of email strategy. Treat transactional email as a core product feature. Focus on quality, not quantity. Business owners must oversee transactional email. Reconsider email infrastructure used to send transactional messages.
- 12. Download Webcast Replay Learn more: Transactional Benchmark Report: sparkpo.st/txreport SparkPost GDPR Center: sparkpost.com/gdpr/ 12
- 13. Thank You! Want to Learn More About SparkPost? Contact Us 13