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Aloha: Welcome Email and Unsubscribe Best Practices,[object Object],Twitter Hashtag #SPOPAloha,[object Object]
Speaker and Agenda,[object Object],Loren McDonald,[object Object],VP, Industry Relations,[object Object],Silverpop,[object Object],Kumu (“teacher),[object Object],Welcome Emails,[object Object],Unsubscribe Process,[object Object],Q & A,[object Object]
Why Aloha?,[object Object],aloha (ah-low-ha): A greeting, hello or goodbye,[object Object],The “hello” (welcome process) is an important driver of early engagement and minimizing the “goodbye (opt-out),[object Object]
Aloha (Hello): Welcome Emails,[object Object]
When Harry Met Sally…,[object Object],“We're talking dream date compared to my horror. It started out fine, she's a very nice person, and we're sitting and we're talking at this Ethiopian restaurant that she wanted to go to. And I was making jokes, you know like, "Hey I didn't know that they had food in Ethiopia? This will be a quick meal. I'll order two empty plates and we can leave." Yeah, nothing from her not even a smile.”,[object Object],Harry,[object Object]
Welcome emails may be the most important email your company sends.,[object Object]
Conversion Impact from Welcome Emails,[object Object],[object Object]
 Single email
 IT Generated
 No marketing messaging
 HTML
 2-part email series
 Marketing generated
 Promotions, education75% increase in conversions,[object Object]
The Email Relationship Phases,[object Object],Within two months of opt-in, the open rate typically falls 20% to 25%.,[object Object],Source: MarketingSherpaa,[object Object]
Bring the Flowers,[object Object]
'a 'ole (ah-oh-lay) - no, not, never ,[object Object]
Not Much Better,[object Object]
Still, Not Much Better,[object Object]
Aloha Welcome Email & Unsubscribe Best Practices
Welcome Emails: Goals and Purpose,[object Object],Goals,[object Object],Purpose,[object Object],Speed up conversion ,[object Object],Minimize list churn,[object Object],Strengthen brand perception,[object Object],Reduce inactivity,[object Object],Educate subscriber,[object Object],Reward/Incent,[object Object],Instill/reinforce trust,[object Object],Enable immediate “email experience”,[object Object],Provide administrative information/tools,[object Object],Set expectations,[object Object]
Aloha Welcome Email & Unsubscribe Best Practices
Internet Retailer 500,[object Object],22% send NO,[object Object],emails ,[object Object],Silverpop Study - 2009,[object Object]
Timing,[object Object],The Good News,[object Object],The Bad News,[object Object],61% of retailers deliver their welcome emails within 10 minutes of sign up, with most of those delivering within 3 minutes.*,[object Object],19% take more than 24 hours to deliver their welcome emails, with nearly a third of those taking more than a week to deliver.*,[object Object],*Email Experience Council’s second annual Retail Welcome Email Benchmark Study (2007),[object Object]
Timing / Cadence,[object Object],[object Object]
 Suppress regular emails
 Transactional OK
 Move to a series3-part series,[object Object],Immediate,[object Object],Immediate,[object Object],Email # 1,[object Object],3-7 days,[object Object],Email # 2,[object Object],Stand alone,[object Object],Email # 3,[object Object],7-14 days,[object Object]
Sample From Names,[object Object],From Names:,[object Object],Use the same from name as regular emails,[object Object],Simple, logical and trusted brand,[object Object],From Name/Address,[object Object],Again, use same as regular emails,[object Object],Avoid ugly, number-oriented if possible,[object Object],Good Examples:,[object Object],Olive Garden [newsletter@olivegarden.com],[object Object],MBNA America [MBNA@cardsatisfaction.com],[object Object],Magazines.com [offers@magazines.com],[object Object],Questionable Example:,[object Object],Penny at MarketingProfs [support@marketingprofs.com],[object Object],Service@wedding.orders.com,[object Object]
Subject Lines,[object Object],Good/OK,[object Object],Not So Good,[object Object],Welcome to Fetchdog! Take 10% Off Your Next Order,[object Object],Branded,[object Object],Immediate value proposition,[object Object],Welcome to Art.com - Take 20% Off Today,[object Object],Branded,[object Object],Immediate value proposition,[object Object],Welcome to Sears.com Email Savings!,[object Object],Email program is branded,[object Object],Implied value proposition,[object Object],Welcome,[object Object],No branding,[object Object],No mention of email program,[object Object],No value proposition,[object Object],Thank you for signing up!,[object Object],Signing up for what?,[object Object],No branding,[object Object]
Design/Format,[object Object]
Image Blocking,[object Object]
Aloha Welcome Email & Unsubscribe Best Practices
Pre-header & Navigation,[object Object]
Social Sharing/Following,[object Object]
Simple Text,[object Object]
Big & Small,[object Object]
Content Blocks,[object Object]
Bullets / Buttons,[object Object]
Welcome Email – Betty Crocker,[object Object],[object Object]
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),[object Object]
Email address added,[object Object],Add to address book,[object Object],Privacy assurance and link,[object Object],Link/instructions on how to change preferences,[object Object],How to get started,[object Object],When the first email will arrive,[object Object],Resources, key links,[object Object],“Your gift” incentive,[object Object],Unsubscribe link,[object Object],Reinforce value proposition,[object Object],Upsell,[object Object],Call to action/”offer”,[object Object],Etc….,[object Object],Sample Welcome Content Checklist,[object Object]
Incentive,[object Object]
Get Started,[object Object]
FAQ,[object Object]
Benefits,[object Object]
Payment Options,[object Object]
Personality,[object Object]
Covering the bases,[object Object]
Offline Purchase,[object Object]
Cross Sell,[object Object]
Things You Can Do,[object Object]
Welcome Series,[object Object]
Fossil #1,[object Object],[object Object]
 product info
 sales
 special offers,[object Object]
 apparel categories
 store locations
 request catalog
 create account,[object Object]
 24/7 shopping
 Gift cards
 Feedback,[object Object]
Tafford #2,[object Object],Three Reasons You Will Love Tafford + A Special Offer,[object Object]
Tafford #3,[object Object],Personalize Your Tafford Experience,[object Object]
2009 Welcome Series Indexed Results…,[object Object],Welcome #1 Performs 6X Better!,[object Object]
Aloha (Goodbye): Unsubscribe Process,[object Object]
Why Recipients Unsubscribe,[object Object],[object Object]
 Irrelevant Content/Offers
 Also, lack of email address change functionalityJupiter Research (now Forrester),[object Object]
Aloha (unsubscribes) are a good thing,[object Object],If unsubscribing is not easy, you risk:,[object Object]
Keys to Unsubscribe Process?,[object Object]
Administrative Footer - Obvious,[object Object],Make sure links are not just images,[object Object]

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Aloha Welcome Email & Unsubscribe Best Practices

Editor's Notes

  1. Aloha: Welcome Email and Unsubscribe Best Practices
  2. The worst welcome email is to not have one at all.
  3. Tafford’s first welcome email generates 6 times the revenue of one of its regular broadcast emails to its entire list. Second welcome email 4.3 times more revenue, with the third less than half one of their broadcast emails. Combined, however the 3 emails generate roughly 10 times the revenue from a single Tafford’s broadcast email to their entire list.