Brent Rosengren Senior Director of Client Services Steven Roe Director of Business Development BrightWave Marketing www.

1. Brent Rosengren Senior Director of Client Services Steven Roe Director of Business Development BrightWave Marketing www.BrightWaveMarketing.com

2. BrightWave Marketing …is an award-winning agency specializing in email marketing and digital targeted messaging programs Focused on partnering with clients to: 2

3. BrightWave Marketing Clients 3

4. Renowned Thought Leadership and Industry Expertise 4

5. Agenda • What Are Transactional Emails • Types of Transactional Emails • Why use Transactional Emails • Art Vs. Science • Who should “own” the Transactional Email • Enhance Customer Experience • 10 Tips for Successful Transactional Emails 5

6. What are Transactional Emails? 6

7. What are Transactional Emails? Transactional emails As defined by “An email which allows the recipient to buy goods without visiting a website” 7

8. What are Transactional Emails? Transactional emails As defined by “Emails which companies send to customers to confirm a purchase, notify of shipping dates, deliver warranty information, etc.” 8

9. What are Transactional Emails? Transactional emails As defined by CAN-SPAM “Any email facilitating, completing or confirming a previously agreed upon transaction” 9

10. Types of Transactional Emails • Stock alerts • Recalls • Product or service instructions • Service Updates • Cancellation Emails • Subscription Renewal • Account Statements • Warranty information • Welcome Messages • Account Verification • Password Delivery • Reservation Confirmation • Appointment Reminders • Invoices • Receipts • Flight Changes • Shipping notices • Account updates • Account balances • Recall alerts • Product updates • Product received confirmation 10

11. Why use Transactional Emails? 11

12. Why use Transactional Emails? JupiterResearch estimates that the average retailer can generate an additional $2.9 million annually by integrating cross-sell and up-sell messages into transactional email 12

13. Why use Transactional Emails? • Only 45% of marketers are using transactional emails 1 • 55% of them aren’t optimizing transactional email at all 1 • Just one out of five transactional emails included promotional offerings 2 • Only 14% of transactional emails encouraged recipients to register to receive future promotional messages 2 However 1 – StrongMail (2009) 2 – Silverpop (2009) 13

14. Why use Transactional Emails? Source: ClickZ.com “Making Transactional Email Better” 14

15. Transactional Emails Provide Why use Transactional Emails? • Timely: Immediate Touch Point • Relevant: Important Transactional Information • Engaging: Users Expecting to Receive Opportunities to enhance and prolong the customer experience 15

16. Email Marketing is a Blend of Art and Science 16

17. Who Should “own” the Transactional Email 17

18. Who Should “own” the Transactional Email Original Facebook & Twitter Notification Emails 18

19. Who Should “own” the Transactional Email Updated Facebook & Twitter Notification Emails 19

20. Who Should “own” the Transactional Email IT/Web Development vs. Marketing Department • Marketing Goals • Brand Equity • Consumer Engagement • Opportunity to Sell • Customer Experience • Response Metrics • IT/Web Goals • Accurate Transactional Data • Security of data • Integration • Customer Service • Delivery Metrics Customers Rule! 20

21. Who Should “own” the Transactional Email • Share and Integrate • Share data: Identify necessary data for transactional email messaging and strategy • Integrate data • Plan and set up triggered messages • Test transaction process • Use response metrics to guide 21

22. Enhance Customer Experience 22

23. Enhance Customer Experience Diapers.com • Good blend of IT/Marketing “goals” • Triggered by online purchase • diapers.com branding • All transactional details • Refer a Friend promotion 23

24. Enhance Customer Experience Diapers.com • Good Customer Service “touch” • Order shipped • Branded • All important working tracking link 24

25. Enhance Customer Experience Diapers.com • Past purchaser • Easy “re-order now” functionality • Site Navigation for other shopping • Still could use: • Specific cross sell promotions • Refer a friend promotion • Imagery 25

26. Enhance Customer Experience Diapers.com • Targeted… • Promotional offer • Product placement • Additional shopping • Great image suppression layout 26

27. Enhance Customer Experience Eastbay • Poor Transition from IT to Marketing • Triggered post online purchase • All transactional details • Eastbay branding • Still could use: • Specific cross sell promotions • Engagement back to site or program • Indication of future emails (non-trans) • Option to subscribe 27

28. Enhance Customer Experience Eastbay • Poor Customer Transition • Frequent Deployments (15-19 / month) • Offline creative repurposed • No value to subscriber • Still could use: • Clear transition from transactional to marketing email deployments • One hit wonder messaging • Lack of social integration • Poor email coding affects inbox rendering 28

29. Enhance Customer Experience Promotional Email • Best Practices • Make clear why the recipient is receiving the email • Integration of viral components • Non dependent on imagery 29

30. Enhance Customer Experience Land of Nod • Lack of Communication • eCommerce transaction • No order or shipping confirmation • Begun to receive promotional email • Still could use: • Easier transition from transactional emails to marketing “blasts” • One hit wonder messaging • Lack of subscriber benefit • Poor email coding affects inbox rendering 30

31. Enhance Customer Experience iTunes/Apple • Lack of Marketing “goals” • Triggered post any iTunes transaction (music, movies, apps) • Double iTunes/Apple branding • Still could use: • Targeted suggestion (Amazon) • Frequency • Lack of design (with or w/out images) • Option to subscribe 31

32. Enhance Customer Experience Apple • Genius Bar Visit Follow Up • Customer Services Survey • Great Branding • Still could use: • Lacks Subscription option • Secondary marketing message 32

33. Enhance Customer Experience Welcome Email • Clear & Timely Communication • Triggered upon entering email database (online form or offline acquisition) • Return Clicks • Personalized • Incentive (Birthday & Anniversary) • Secondary promotion (seasonal) • Viral Integration 33

34. Enhance Customer Experience Audi • Perfect Offline Sale to Online Touch • Sent post-car lot transaction • Specific content on specific model features and tips • Continues engagement beyond purchase • Links back to site for customer service 34

35. 10 Tips for Successful Transactional Emails • Experience the Consumer Experience • Take Chances with Messaging • Internally Communicate Goals • Bend, Don’t Break the Rules • Find Balance Through Testing 35

36. 10 Tips for Successful Transactional Emails • Share Ownership • Consumers Rule • Be Transparent • Engage While Engagement is Hot • Remember Your Brand 36

37. Questions & Answers 37