02·Transactional · Product × CRM, '24

Transactional Comms: design, build & Product Integration

End-to-end redesign of the four highest-traffic transactional emails — purchase confirmation, abandoned cart, pre-event reminder and post-event review — turning each into a product surface.

My role

CRM × Product · Lifecycle integration

Tools

SFMC, AMPscript, Apple Wallet APIs, SQL, Figma

Timeline

6 months

Overview

A full overhaul of the post-purchase lifecycle: every transactional touch-point — confirmation, recovery, reminder and review — was rebuilt as a product surface. Bookings can be edited, tickets transferred, referrals shared, and the next experience teased before the user ever leaves the inbox.

The challenge

Transactional emails were underutilized and misaligned with product capabilities and revenue opportunities — no personalization, no brand, no cross-sell. Each email was a dead end instead of a doorway back into the product.

The solution

Abandoned cart — context-aware recovery with the same event in their city
Purchase confirmation — wallet, referral, ticket transfer and cross-sell inline
Pre-event reminder — QR ticket, time, address and last instructions
Post-event review — rate, share photos, surface what to book next

Outcome

Repeat purchase lift across the post-purchase journey
Stronger product × CRM alignment
New revenue surfaces in previously "functional" emails

Transactional emails

·Fever · Your next great experience awaits

Abandoned cart

·Candlelight · Tickets confirmed

Purchase confirmation

·Van Gogh · It's coming soon

Pre-event reminder

·Candlelight · Rate your experience

Post-event review