Makesweat trial – Transactional email promoted content

This article relates to a trial that we’re running with our partners. Your feedback is welcome!

Background

Here at Makesweat, we’ve been lucky enough to develop great relationships with a number of equipment and clothing providers. Our passion is local and volunteer led sports, and we want to work with and encourage companies with similar ambitions. More important than that, we value the users of our site who rightly do not want lots of marketing emails. This article discusses a trial we will run on Makesweat.com.

Email sent out by the likes of Facebook, Makesweat, etc. is one of two types. The first is Transactional – the website sends out an email based on the user’s actions, or possibly the actions of one of their friends.

“Transactional email is a type of email sent to facilitate an agreed-upon transaction between the sender and the recipient. Transactional emails typically contain information a recipient wants or needs and consequently have very high open rates. Common transactional email use cases include, account creation emails, password resets, purchase receipts, account notifications, and social media updates like friend and follower notifications.”

(https://sendgrid.com/use-cases/transactional-email/, see also https://blog.mailchimp.com/what-is-transactional-email/)

The second type is Bulk – where a website wants to promote content and sends out a content to all or a large chunk of the registered email address it’s managed to acquire. Bulk email is often close to spam; although many users are happy to receive, the open rates are low. Mailchimp is the classic Bulk email provider that most companies use.

Here at Makesweat, we’ve not yet sent any Bulk email. Makesweat does send out lots of Transactional emails.

Trial Objectives

  1. Preserve our trusted relationship with our users
  2. Provide a means where our partners can reach our users
  3. Understand how our users respond to partner content within transactional email

The Trial

We will let our partners embed their content in our transactional emails. The content will be of a similar style to Facebook – a short title, a clear image (of specified size), and a brief description. The purpose of the content is to encourage the user to click on it, and be taken to content on the partner’s website. The content will sit below the Makesweat notification content within the email body.

We’ll use standard techniques to determine if the user has opened the email and if the user decides to click on the content to go to the partner site. We’ll capture feedback from the ‘Get Help’ function on Makesweat, as well as whether people try to unsubscribe from transactional emails. We’ll capture metrics about the devices users use to read and follow content. We’ll log the time that users click on email. We’ll record the type of transactional email sent, to see if different email types have different open and follow rates.

 

Partner content guidelines

Technical

  • Headlines is 10 – 36 characters long
  • Images 640 x 200 pixels in JPG format
  • Body text is 10 – 150 characters

Style

The purpose of the content is to encourage users to click on it, where they will be taken to your site. Partners should aim to provide friendly, polite and relevant content which would appeal to our core site demographic, which is modally 25-55, 2/3 male.

Limitations

This trial is by invitation to our partners. It should go without saying that any content that is at all offensive or attempts to provoke controversy will be removed.