Federico Cosentino
Federico Cosentino
Business Manager at Doppler Relay and Hootsuite Brand Ambassador. Transactional Email expert and basketball and world travel lover.
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Transactional Email Event
Have you missed the fabulous Doppler Relay series of talks ? Don’t worry! Find out the best conclusions from this great event on Transactional Email here and get up to date!
On September 8, an event took place in the city of Buenos Aires in which the greatest experts in Transactional Email discussed the best practices to maximize the performance of this type of Campaigns .
Continue reading this post and discover all the details about this incredible event!
Keynote presentation: Present and future of transactional email
The day began with a talk by Fede Cosentino , Business Manager at Doppler Relay snbd host Doppler’s Transactional Email service.
Among the most important concepts of his presentation, he emphasized:
“Transactional Email not only allows us to trigger an Email based on a use when you layout your website r’s action, but we can also incorporate some Marketing action, without being intrusive.”
In this regard, he commented that a good strategy is to implement the 80/20 rule . That is, allocate 80% of the piece to the main objective and the remaining 20% to some marketing action, such as cross-selling .
He also highlighted the differences between
Email Marketing and Transactional Email and gave some examples of the use of the latter strategy:
Welcome Emails.
Emails sent during the purchase process.
Attachments.
Notifications.
Emails after abandoning a shopping cart in an e-Commerce.
Roundtable discussion: 4 different perspectives
Next, Lina Zubiría , General Manager of AMDIA and moderator of the debate panel, began this segment, which was led by Mariano Ferrer , Marketing Manager at American Express ; Gonzalo Santander , Director of Merchandising & Retail at STAPLES Latam ; Gastón Barcia , Director at Xaga and Lorena Camino , Co-Founder & CEO at Facturante .
First conclusions
At the beginning of the debate, Lorena stated that for them, Transactional Email is a “ significant differentiating tool ” by automating processes, achieving greater efficiency, allowing better tracking of actions, and, in turn, complying with legal requirements.
He added that it is a great tool for companies that issue invoices, as they can see when the invoice actually arrived, when the email was opened, etc.
When it was Mariano’s turn, he said:
«Strong value is about efficiency and user experience.