Every modern company, whether you’re a small business or a Fortune 500, needs more data to be successful. Not only that, companies need a solution that helps them interpret that data, and drive operational efficiencies across the organization.
There are analytics for product, marketing, HR, engineering, and almost every aspect of business you can think of. But what about for transactional email? One of the most frequently used and vital communication channels you have with your customers. That’s where Amply comes in.
Transactional email is stuck in the past
Before we get into the value of transactional email analytics, it’s worth noting the significant role that this type of messaging plays and its current state in business. Transactional email encompasses all messages that are sent to users automatically after they’ve taken a specific action on a website or application. These include welcome emails, password resets, payment confirmations, shipping notifications, etc. They are often a companies’ first point of contact with a new user and mission critical in nature since users are expecting them in their inbox to complete certain tasks.
This makes it very important that they reach the inbox in a timely and secure manner, or else companies risk damaging or losing their customers’ trust entirely. It is for this reason that transactional email providers like SendGrid and Mailgun were able to make a name for themselves. They provided a solution to a real pain-point companies were facing – managing a mail delivery infrastructure in-house was a total headache and took away focus from the core of their business.
These services solved deliverability woes, however, their approach led to a one-dimensional view of transactional email in the market – delivery is all that matters and everything else gets left behind. Because of this, there is a prevalent “set it and forget it” mentality around transactional email.
We’ve talked to many companies who admitted that they would rarely interact with their email provider’s account unless a significant issue popped up. There was really no other reason for them to log in and engage with their account. Since it is mostly engineers who implement transactional email for their company, their top priority is just making sure that everything works.
People just want something to run and then not have to touch it. It makes sense, but it doesn’t have to be that way. You can have your cake and eat it too – meaning that everything can work and you don’t have to worry about it, and you can still engage with the platform and learn a ton of meaningful information about how transactional emails impact your business.
Empower your team with a data minded service
Transactional emails are high-priority messages that tell a company a lot about their user participation and sentiment. They deliver valuable and sensitive information to individual users, and can help you earn your customers’ engagement and trust. Without analyzing and understanding how your users are interacting with this type of communication, you’re missing out on a big opportunity for your business.
And yet, current solutions’ bare-bones approach to analytics makes it difficult for companies to learn from and use engagement data to improve their business.
Right now teams can get basic stats on engagement such as sends, opens, clicks, bounces, unsubscribes, etc. The problem is that this data doesn’t scale, so you can only access it for a very short period of time. Because of this restricted data retention period, gathering insight from engagement stats and identifying trends are nearly impossible. On top of that, the access to data is slow and limited, making it a pain in the neck to search through your data.
Amply helps you capitalize on this missed opportunity by empowering your team with a fully scalable data solution. All of your engagement data is stored indefinitely and can be accessed anytime via the dashboard or API. No more time restrictions. No more extra payments to view limited search history. You can search through your email stats from any time period, making it easy for your team to identify high-level trends and understand how to improve your email performance.
Invaluable insights open up a golden opportunity
Amply equips your team with multiple ways to interact with data – SQL, reports, custom visualizations, etc. These mediums provide insights into how your users are interacting with your transactional emails and help you answer important questions like:
- Who are your most active users? Where are they engaging from?
- What messaging content is driving user engagement and retention?
- Did that new feature update cause a significant impact on (desired outcome)?
- Do users engage more with Shipping notification v1 or Shipping notification v2?
All of these questions are virtually impossible to answer with current transactional email services. Why? Because they were mainly built to solve the pain point of email delivery, not to give you this granular level of analysis. Amply was designed with a data warehouse built for scale – that’s the key difference. As your business grows and your email volume increases as a result, you can extract even higher value from having more data points to interact with, and further bolster vital communications with your customers.
All of this data at your fingertips will help you strengthen your onboarding, customer education, and product development processes, just to name a few.
Let’s take a look at onboarding for example. If you want to get a better idea of how to increase engagement with your welcome emails, you can A/B test welcome emails with different content and categorize them accordingly. Once you’ve sent some of these emails out, you can query for the average number of engagements a user takes with each email type and evaluate which message drives more engagement. This makes it really easy for you to see firsthand what is driving user participation, and can be done across all of your message categories.
Become a more data-driven sender
Transactional emails are critical to the success of modern applications and businesses. They play a key role in driving user engagement, retention, and growth. Empowering your team with analytics will help you bolster your communication with your customers and drive your business forward. Start sending with Amply today!
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