Archive for the 'Tools' Category

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E-mail Tip Of The Month – Transactional E-mail

This is another one of the sources of 1 percent improvement that you can schedule to make on an on-going basis. I recently did this and increased the back-end sales for one product line by 36% in less than one month. I reduced my refunds by 1 less per week = $2,000 in SAVED SALES per year…

Don’t Neglect Your Transactional and Event-Triggered Messages

Because transactional, event-triggered and other service-based messages are typically the purview of IT departments, many marketers neglect to incorporate these business-critical messages into their email marketing programs. Of course, you need to carefully evaluate each transactional message and determine the appropriate strategy based on consumer expectations, preferences and CAN-SPAM regulations, but at the very least, you can make sure that the template and content properly reflect your brand.

If you don’t have access to deliverability metrics for your transactional email, you should add that to your list as well. Transactional emails that go undelivered for any reason can damage your brand and ruin a sale. Ideally, you should have a centralized view into all email being sent to your email recipients.

While Jupiter Research finds that the average retailer can generate an additional $2.9 million by adding cross- and up-sell promotions to transactional emails, that’s just one lucrative application. Adding relevant information or easy access to customer service support can go a long way to creating a satisfied customer.

Getting started with a marketing program for transactional email doesn’t have to be difficult, and the following tips will show you how:

Inventory Your Transactional Messages

The first you need to do is inventory all of your current and planned transactional messages. When evaluating your various types of customer email communications keep in mind that transactional messages take on many different forms. While confirmation emails for website registrations and product purchases are the most obvious, don’t forget to include warranty information, periodic account balance notifications, product updates and other terms-of-service communications.

Recently, I subscribed to a list and the FORMAT of the e-mails I was getting was so bad, my impression of the author was shaken with typographic and grammatical errors in the STANDARD message sections…

Create Objectives for Leveraging Each Type of Message

After identifying all of your transactional emails, the next step is to determine what kind of marketing messages are best suited for each communication. Adding cross- and up-sell product promotions to purchase confirmation emails is a good start, but there are many other messages that can drive customer retention and engagement with your brand. These include relevant resources, such as whitepapers and consumer guides, or even information on local weather or events. In some cases, you may just want to reinforce a positive perception of the brand itself. Just be sure your messages are relevant to the transactional message and your audience.

For ONE of my products, I did exactly that – DOUBLING my sales and increasing my unsubscribes by less than 0.6 percent. Then as I tracked the opt-outs – something weird happened – they went back down and to LESS than they were previously! People as it turns out WANTED more solutions… NOT fewer options!

Develop Dynamic Email Templates and Integration

In order to ensure that you’re adding relevant content, you need to design a dynamic email template with business rules that pull the relevant information from various internal and external databases. Integration with these systems will enable you to send a customized, real-time message that demonstrates your understanding and respect for the customer relationship.

I have to admit this is not easy – but at least KNOWING it can be done gives you inspiration for the future – when you do get to this level of sophistication, you are a totally streamlined online money-making machine!

Set up Tracking and Initiate Testing

The last step, and one of the most important, is to set up all of the proper email tracking and reporting mechanisms that will enable you to adjust your marketing programs based on real-time delivery and open and click data. Ideally, your email marketing system should offer a centralized view of all your transactional and non-transactional marketing streams. Of course, you don’t want to deploy something as critical as transactional email without proper testing. When setting up a testing program, make sure that you evaluate every aspect of the email – including design, integration, deliverability, tracking and reporting.

This is the easiest thing to do because most systems do it for you – all you need to make sure you do is set them up and then LOOK AT THE REPORTS!

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Future Technology – where’s it going?

I recently blogged about Augmented Reality and quite a few people thought that was exciting. Today’s blog post is similar, except this shows you what’s coming, just around the corner, just in case you were wondering… “What’s next?”

Today’s post was sent to me by Daniel Doiron in Montreal, Canada.

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Attention Road Warriors: A Nifty Internet Connection Speed Utility

Today’s post is a cool utility you can use to test your Internet connection. It’s ideal when you’re on the road and you’re left hanging indefinitely. When you do call down to the hotel concierge to complain the Internet connection is slow and they put you on to the IT geeks who claim it’s your PC – you can prove it!

Click here -> To Check Your Internet Connection Speed.

Internet Connection Speed Utility

Internet Connection Speed Utility

I know you appreciate tips and tools like this- please forward anything like this to me so I can continue to share them openly and freely. The continued success and value of a blog like this is sharing – even if you only send me ONE tip or idea per year, that’s enough if everyone does the same!

Thanks in advance!

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A Really Cool YouTube Tip

Ever worry about sending someone to a YouTube video and wishing you could get them to start viewing it at a pre-set point so they get the message you want them to get right off the bat and not have to ‘wait’ for it?

Well guess what? You can do juts that with this little-known YouTube Tip sent to me courtesy of Nick Schoonens of www.Marketing-Results.com.au.

When you start to develop multiple conversations with different clients and prospects, you’ll want to optimise this when it’s really worth it.

You can specify the minutes and seconds of the start time like this:

add #t=3m03s to the end of the URL to start at 3 minutes and 3 seconds into it:

http://www.youtube.com/watch?v=5705zVMSEqEI#t=3m03s

add #t=5m58s to the end of the video URL to start playback at 5 minutes 58 seconds:

Onward and upward!
Dr Marc Dussault

Australia’s #1 Exponential Growth Strategist

P.S.

People’s attention spans are getting shorter and shorter – people will appreciate it if you queue up your YouTube videos for them in advance… Especially if they’ve never seen that before!

So there you go, another reason to keep reading this blog!

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Inexpensive .com.au Domain names

This is going to be quick…

I’m not sure you know that you can purchase .com.au domain names for $36.50 for 2 years from www.ireckon.com.au. The reason I am telling you this is because a friend and client was feeling ripped off by a Melbourne company trying to sell him the SAME thing for $140…!

The 1% is that if he didn’t know, maybe you don’t either. It’s FREE for me to tell you and it’s priceless to you if you’re like me and own HUNDREDS of domain names!

That’s it. That’s my 1% for today!

Onward and upward!
Dr Marc Dussault

Australia’s #1 Exponential Growth Strategist

P.S.

For fun, Google “1% Improvement” and see what comes up in the #1 position… Watch the YouTube video if you haven’t already – that’ll explain why 1% might not seem like much, but it’s totally exponential!

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