After April Fools’ Day when emails are delivered at home, Mailjet returns with a “real” guest message. Elie Chevignard, Director of Marketing at Mailjet, offers two major mistakes to avoid when addressing transactional emails…
Whether they are confirming an order, a registration, or a shipment, transaction emails are very important to the recipient. They convey information that customers eagerly await. So the “access” is great (source Mediapost):
- Opening rate: <50%
- Click rate: <20%
Despite these extraordinary stats, these messages are still often treated clumsily. In addition to “marketing” improvements, two big mistakes should be avoided when it comes to managing the sending of transactional emails.
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Error 1: Internal email server, being managed without a delivery team
Historically, transactional emails were often thought of as simple automated notifications set up to be forwarded once and for all. Here are 3 reasons why this view is wrong:
1- Send / throttle tunes : If the sizes are variable or growing aggressively, adjustments will be necessary. From a few hundred thousand emails, the “throttling” rules should apply. Send rates should already respect the recipient’s rules. Usually, if you send to several countries in Europe, you will have to integrate both local properties, this is a tedious task: Orange in France, Belgacom in Belgium, GMX in Germany, etc. Each ISP has its own rules…
2- Sending stats: Internally routed messages are often sent without tracking. This situation is problematic: the sender does not have statistics, cannot do marketing, not even detect a critical problem. If your ISP decides to blacklist or enforce size limits, no indicator (such as “low slots”) will react in time! The effects can be catastrophic…
3- IP reputation: Managing your own email server puts you at risk of having to lose your IP reputation at any time, which is a very important factor for deliverability. Your host can actually change your IP address when you switch to a new offer. If your growth is strong and you need a bigger machine, you will lose your reputation as a dispatcher.
Internal management is of course possible, but it must be done with a team of delivery experts. The latter should constantly improve servers and be available to respond to any serious incident. The task can be made easier with a program like Power MTA or Strongmail, but the costs are quite high (licensing, administrator, etc.).
Mistake 2: Sending with a classic ESP, more marketing-oriented than transactional
Many traditional email players have thrown themselves head-to-head at the transactional opportunity. However, their platforms and business model are ill-equipped to deliver these messages. Here are the five weaknesses of this choice:
1- Deliverability : Transaction should be completely separated from the routing of marketing emails. Anti-spam sensitivity increases, and a campaign incident can quickly lead to blacklisting or IP reputation dropping. Transactional emails should always pass through different pipelines, so as not to be affected in the event of an accident. Conventional electrostatic precipitators offer separators, but they can be expensive to set up.
2- Pricing : Traditional e-mailers have built their transactional e-mail routing offer on the same marketing model. It is therefore necessary to commit to a folder over a long period (up to several years). Setup costs are often added to the annual license price. Budgets explode quickly: several thousand to tens of thousands of euros.
3- Statistics : Many traditional players are unable to provide real-time statistics. A leader only provides an update every 24 hours. However, when it comes to transactional email, you need to know in real time if the email produces NPAI!
4- Real time Email marketing-oriented solutions sometimes allow for prioritizing list segments. Some recipients are marked as ‘priority’. But none of these platforms have a per-message prioritization approach: it is essential to ensure that a password reset does not stumble behind sending a newsletter! It should be possible to mark a particular message as ‘priority’.
5- Scalability and flexibility : Between December and July, sizes can vary from simple to triple. The supplier must be able to absorb the peaks as any drops pass so as to benefit the customer. Again, traditional players cannot satisfy this need.
In conclusion: Head to the routers that specialize in transactions
New players make it possible to fully manage the privacy of transactional emails: we find a fairly comprehensive list of them on Social Compare. Since these platforms are based on SaaS models and without commitment, it is very easy to test and measure potential gains for improvement.