Welcome Email Best Practices Silverpop


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Overview of why welcome emails are important; key elements of welcome emails; samples of good and bad welcome emails; best practices; and samples of welcome series

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  • Also, here is a link to a related article on Welcome Emails that appeared in MarketingProfs: http://www.marketingprofs.com/8/use-welcome-emails-drive-engagement-roi-mcdonald.asp
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  • 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
  • First email provides a good overview; reminds subscriber they can update their preferences and create an account – while reinforcing benefits.
  • 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.
  • 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
  • Welcome Email Best Practices Silverpop

    1. 1. Using Welcome Emails to Drive Increased Engagement and ROI
    2. 2. Contents <ul><li>Why Welcome Emails? </li></ul><ul><li>Elements of a Welcome Email Program </li></ul><ul><li>Sample (Good & Bad) Welcome Emails & Best Practices </li></ul><ul><li>Welcome Series </li></ul><ul><li>REI 12-Part Welcome Series </li></ul>
    3. 3. Why Welcome Emails?
    4. 4. List Churn and Inactives – The Good, Bad and So-So <ul><li>The bad news… </li></ul><ul><li>A typical list will lose 1/3 of its members each year </li></ul><ul><ul><li>Bounces + spam complaints + unsubscribes = 2-4% / month </li></ul></ul><ul><li>25% to 80% of your list is inactive </li></ul><ul><ul><li>Subscriber has not opened or clicked in specific time frame (e.g., 6, 12 months+) </li></ul></ul><ul><li>The good news… </li></ul><ul><li>Churn can be reduced </li></ul><ul><li>You control most of your destiny </li></ul><ul><li>Some inactives can be reengaged </li></ul><ul><li>The so-so news… </li></ul><ul><li>Most are lost </li></ul>
    5. 5. The Honeymoon is over! 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. 6. Why Recipients Unsubscribe <ul><li>Too Frequent </li></ul><ul><li>Irrelevant Content/Offers </li></ul>
    7. 7. Welcome Email – eec Retail Research Study <ul><li>72% of major online retailers send out welcome emails. </li></ul><ul><li>98% of retailers’ welcome email now contain a link to their shopping site </li></ul><ul><li>32% of welcome emails include a discount, reward or incentive </li></ul><ul><li>62% of welcome emails asked the subscriber to whitelist them </li></ul><ul><li>79% of retailers sent out HTML welcome emails </li></ul><ul><ul><li>Most of the HTML welcome emails were HTML “lite,” making extensive use of HTML text </li></ul></ul><ul><li>53% of welcome emails included links to the retailer’s privacy policy </li></ul><ul><li>58% of welcome emails were CAN-SPAM compliant in terms of including both a mailing address and unsubscribe method </li></ul>*Email Experience Council’s second annual Retail Welcome Email Benchmark Study (2007)
    8. 8. Elements of a Welcome Email Program
    9. 9. Subscriber Email Touch Progression Opt-in form DOI Confirmation Email Welcome Email or Series Regular Email Program
    10. 10. Engage and Delight…Every Step of the Way <ul><li>Dating </li></ul><ul><ul><li>Build trust with transparency </li></ul></ul><ul><ul><li>Preferences on opt-in </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>Welcome programs </li></ul></ul><ul><ul><li>Bring the flowers </li></ul></ul><ul><li>Marriage </li></ul><ul><ul><li>Deliver on expectations </li></ul></ul><ul><ul><li>Preference updates </li></ul></ul><ul><ul><li>Move to lifecycle, trigger and behavioral-based programs </li></ul></ul><ul><li>Divorce </li></ul><ul><ul><li>Provide alternatives to unsubscribing </li></ul></ul>
    11. 11. Goals and Purpose <ul><li>Goals: </li></ul><ul><li>Speed up conversion </li></ul><ul><li>Minimize list churn </li></ul><ul><li>Strengthen brand perception </li></ul><ul><li>Reduce inactivity </li></ul><ul><li>Purpose </li></ul><ul><li>Educate subscriber </li></ul><ul><li>Reward/Incent </li></ul><ul><li>Instill/reinforce trust </li></ul><ul><li>Enable immediate “email experience” </li></ul><ul><li>Provide administrative information </li></ul>
    12. 13. Timing <ul><li>The Good News </li></ul><ul><li>61% of retailers deliver their welcome emails within 10 minutes of sign up, with most of those delivering within 3 minutes.* </li></ul><ul><li>The Bad News </li></ul><ul><li>19% take more than 24 hours to deliver their welcome emails, with nearly a third of those taking more than a week to deliver.* </li></ul>*Email Experience Council’s second annual Retail Welcome Email Benchmark Study (2007)
    13. 14. From Name/Address <ul><li>From Names: </li></ul><ul><ul><li>Use the same from name as regular emails </li></ul></ul><ul><ul><li>Simple, logical and trusted brand </li></ul></ul><ul><li>From Name/Address </li></ul><ul><ul><li>Again, use same as regular emails </li></ul></ul><ul><ul><li>Avoid ugly, number-oriented if possible </li></ul></ul><ul><li>Good Examples: </li></ul><ul><ul><li>Olive Garden [newsletter@olivegarden.com] </li></ul></ul><ul><ul><li>MBNA America [MBNA@cardsatisfaction.com] </li></ul></ul><ul><ul><li>Magazines.com [offers@magazines.com] </li></ul></ul><ul><li>Questionable Example: </li></ul><ul><ul><li>Penny at MarketingProfs [support@marketingprofs.com] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    14. 15. Subject Lines <ul><li>Good/OK </li></ul><ul><li>Welcome to Fetchdog! Take 10% Off Your Next Order </li></ul><ul><ul><li>Branded </li></ul></ul><ul><ul><li>Immediate value proposition </li></ul></ul><ul><li>Welcome to Art.com - Take 20% Off Today </li></ul><ul><ul><li>Branded </li></ul></ul><ul><ul><li>Immediate value proposition </li></ul></ul><ul><li>Welcome to Sear.com Email Savings! </li></ul><ul><ul><li>Email program is branded </li></ul></ul><ul><ul><li>Implied value proposition </li></ul></ul><ul><li>Not So Good </li></ul><ul><li>Welcome </li></ul><ul><ul><li>No branding </li></ul></ul><ul><ul><li>No mention of email program </li></ul></ul><ul><ul><li>No value proposition </li></ul></ul><ul><li>Thank you for signing up! </li></ul><ul><ul><li>Signing up for what? </li></ul></ul><ul><ul><li>No branding </li></ul></ul>
    15. 16. <ul><li>Email address added </li></ul><ul><li>Add to address book </li></ul><ul><li>Privacy assurance and link </li></ul><ul><li>Link/instructions on how to change preferences </li></ul><ul><li>How to get started </li></ul><ul><li>When the first email will arrive </li></ul><ul><li>Resources, key links </li></ul><ul><li>“ Your gift” incentive </li></ul><ul><li>Unsubscribe link </li></ul><ul><li>Reinforce value proposition </li></ul><ul><li>Upsell </li></ul><ul><li>Call to action/”offer” </li></ul>Welcome Content Checklist
    16. 17. Sample (Good & Bad) Welcome Emails & Best Practices
    17. 18. Confirmation Emails – Are Not “Welcome Emails” <ul><li>Primary Purpose is to confirm subscription </li></ul><ul><li>They aren’t a subscriber yet </li></ul><ul><li>Pre-selling and reminding of value proposition is good, but should not take the place of welcome email; or distract from confirmation action </li></ul>
    18. 19. Net a Porter: 3-Step Sign-Up/Confirmation Process <ul><li>Opt-in form with minimal (but key) information requested </li></ul><ul><li>Double opt-in confirmation email </li></ul><ul><li>Further information collected on confirmation page for additional targeting </li></ul>
    19. 20. Net-a-Porter: Double Opt-in Confirmation Email
    20. 21. Net a Porter: DOI Confirmation Page – Collect Additional Data
    21. 22. Value proposition Resources Welcome – 4-parts will follow Login immediately Tips and community FAQ Support contact Overview
    22. 23. MarketingProfs: Manages Expectations/Transparent
    23. 24. Value Proposition Key text navigation links Administrative text links Shopping link
    24. 25. Sears: Works Pretty Well Even With Block Images However, most critical shopping link is image only – should also be text link
    25. 26. Toys-R-Us: Disaster With Images Blocked
    26. 28. Top of email
    27. 29. Middle of email
    28. 30. Bottom of email
    29. 31. <ul><li>Best Practices Followed: </li></ul><ul><ul><li>Re-iterates benefits of signing up </li></ul></ul><ul><ul><li>Set expectations on when first email would be received (though vague) </li></ul></ul><ul><ul><li>Asked to be added to Address Book </li></ul></ul><ul><ul><li>Link to privacy policy </li></ul></ul><ul><ul><li>HTML to convey brand image </li></ul></ul><ul><ul><li>Sent within 24 hours of registering </li></ul></ul><ul><ul><li>Primary message is view-able in an images off environment </li></ul></ul>
    30. 32. Welcome Email – Betty Crocker <ul><li>Confirmation/Welcome email received when registering for their website </li></ul><ul><li>Cross promotes their newsletters in case you didn’t sign up when you registered for the website </li></ul><ul><li>Great use of imagery </li></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Star Ratings </li></ul></ul><ul><ul><li>Recipe Box </li></ul></ul><ul><li>Best Practices Followed: </li></ul><ul><ul><li>Primary message is view-able in an images off environment </li></ul></ul><ul><ul><li>Email comes from Betty Crocker (From Address). </li></ul></ul><ul><ul><li>Includes personalization (first name) </li></ul></ul>
    31. 33. <ul><li>Good: </li></ul><ul><li>Driving immediate engagement with Infiniti by providing key calls to action on the red buttons </li></ul><ul><li>Needs to Improve: </li></ul><ul><li>The entire main body of the email is an image </li></ul><ul><ul><li>Need a mix of text and HTML to optimize visibility in email clients and deliverability </li></ul></ul>
    32. 34. Welcome Series Think Series, Not Just a Single Welcome Email
    33. 35. Welcome 1 - Overview
    34. 36. Welcome 2 – Getting Started
    35. 37. Preferences reminder Reinforce Benefits 1
    36. 38. 2
    37. 40. REI 12-Part Welcome Series (Courtesy Smith-Harmon www.smith-harmon.com)
    38. 41. 1
    39. 42. 2
    40. 43. 3
    41. 44. 4
    42. 45. 5
    43. 46. 6
    44. 47. 7
    45. 48. 8
    46. 49. 9
    47. 50. 10
    48. 51. 11
    49. 52. 12
    50. 53. Takeaways <ul><li>Take baby steps </li></ul><ul><li>Test subject lines </li></ul><ul><li>Redesign for preview pane and blocked images </li></ul><ul><ul><li>Test layout, use of images, HTML </li></ul></ul><ul><li>Incorporate additional welcome content </li></ul><ul><li>Monitor open, clicks and conversions for recipients of Welcome messages – impact on overall response rates </li></ul><ul><li>Expand from a single welcome email to welcome program </li></ul><ul><li>Continuously test </li></ul>
    51. 54. Q & A <ul><li>Follow Me </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><ul><li>@LorenMcDonald </li></ul></ul></ul><ul><ul><li>Columnist </li></ul></ul><ul><ul><ul><li>Media Post - Email Insider </li></ul></ul></ul><ul><ul><ul><li>MarketingProfs GetToThePoint </li></ul></ul></ul><ul><ul><ul><li>Many others… </li></ul></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><ul><li>Silverpop – “Tales” </li></ul></ul></ul><ul><ul><ul><li>http://marketing-suite.silverpop.com/loren-mcdonald.html </li></ul></ul></ul><ul><li>Contact: </li></ul><ul><ul><li>Loren McDonald </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>www.silverpop.com