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

Co

mp

lexi

ty o

f C

on

ten

t

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