E013: Unlock 80% Klaviyo Open Rates & 75% CTR with Transactional Emails/SMS | Yaw Aning, CEO at Malomo
Sep 21, 2023
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Yaw Aning, CEO of Malomo, reveals strategies for optimizing transactional customer journey, transforming order tracking into revenue powerhouse, leveraging transactional emails and SMS for post-purchase engagement, converting shipping delays into opportunities, reducing support tickets, and integrating features on tracking pages. He emphasizes the importance of aligning the transactional experience with customer expectations and revenue objectives.
Optimizing transactional customer journeys can lead to high email and SMS engagement rates.
The transactional channel can be leveraged to provide personalized experiences and increase sales potential.
Clear and proactive communication, multi-channel approach, and leveraging the order tracking page are essential for optimizing the transactional channel.
Deep dives
The Importance of Optimizing the Transactional Channel
The podcast episode discusses the significance of optimizing the transactional channel in e-commerce. The transactional channel has the potential to drive impressive results, such as high email open rates and click-through rates on transactional SMS. It can also help in recapturing website traffic and providing a great customer experience. The conversation delves into various aspects of the transactional channel, including emails, SMS, and order tracking pages, emphasizing how optimizing this channel can lead to personalized experiences and increased sales potential.
The Current Consumer Market and Merchant Trends
The episode explores the current state of the consumer market, highlighting the fluctuating trends and the impact on order volumes. It emphasizes the importance of merchants taking control of transactional messaging and order tracking, which was previously seen as an afterthought. The discussion also covers the market's shift from focusing on acquisition to retention, with order tracking serving as a key element in driving repeat purchases. Merchants are recognizing the value of the transactional channel and seeking strategic partnerships to improve the overall customer experience.
The Three Key Dimensions: Customer Experience, Branding, and Revenue
The podcast episode identifies three essential dimensions for optimizing the transactional channel: customer experience (CX), branding, and revenue. Clear and proactive communication with customers plays a crucial role in enhancing the CX aspect. The tracking page is viewed as a landing page where personalized experiences can be provided based on consumer data and preferences. Additionally, leveraging the transactional channel can significantly impact revenue by optimizing customer engagement, referrals, and repeat purchases.
The Multi-Channel Approach and Personalized Communications
The episode emphasizes the importance of taking a multi-channel approach to transactional messaging, addressing customer preferences and needs. SMS and email are the major channels, but other channels like website banners, voice communication, and messaging apps can also be utilized. Personalization is key, considering customer attributes and leveraging data to provide tailored messaging. By adopting this approach, merchants can meet consumers where they are and create engaging experiences that drive higher open and click-through rates.
The Power of the Order Tracking Page
The episode highlights the order tracking page as a powerful tool within the transactional channel. It serves as a bridge that can bring together various apps and technologies, such as returns portals, reviews, and integrations, to enhance the customer experience. The tracking page offers prime real estate to engage with customers, promote brand messaging, and drive specific actions, like referrals or subscriptions. By capitalizing on the order tracking page, merchants can maximize the traffic and visibility it receives, leading to increased brand perception and revenue opportunities.
Don't miss out on this game-changing episode if you're aiming for sky-high email and SMS engagement rates, satisfied customers, and a streamlined support team.
Yaw Aning, Co-Founder and CEO of Malomo, graces 2% The Podcast to reveal how Shopify merchants can leverage their shipping experience as a potent retention marketing tool.
Discover immediate, actionable strategies for optimizing your transactional experiences across email, SMS, and on your website. Yaw draws upon his extensive knowledge to explain why the post-purchase experience—especially order tracking—isn't just another customer touchpoint but a powerful mechanism for enhancing customer satisfaction and increasing sales.
What You'll Learn:
The "crawl/walk/run" strategy for optimizing your transactional customer journey
How to transform an order tracking page into a customer experience and revenue powerhouse
The unparalleled impact of transactional emails and SMS on post-purchase engagement
Strategies for converting shipping delays into opportunities
Ways to reduce "Where is my order?" support tickets
How to seamlessly integrate your Attentive, Postscript, Klaviyo, Loop Returns, Status, Rebuy Engine, and Carro features on your tracking pages
And much more!
Yaw emphasizes the critical importance of the customer transactional experience, urging brands to take control and align it with customer expectations, brand values, and revenue objectives.
2% The Podcast is brought to you by Carro, the leading collaborative commerce platform for DTC brands. Access over $100M in inventory for your store starting at just $35/month. Get started here.