Email Marketing
(it works and it’s cheap)
During a time when all marketers need to be smart with every
dollar they spend, email is one of the few “go-to” tools with
dramatically low cost and instantaneous accountability.
*Blessing and a Curse*

What’s the value of an email address?
- Email Marketing: an Hour a Day by Jeanniey Mullen and David Daniels).

Your opt-in form needs to stand out in a crowd.

Every Page is a Landing Page:
Tips for Opt-In on your Website

Opt-in Questions – Good & Bad

If you ask them
questions...

...don’t ignore the answers. They will spread the word.
Like I am doing now.

Get them in and start the relationship

2 Types of “Welcome Emails”:
1. Account Registration/Thank You
2. Email Communications Opt-In
(Double Opt-In is not viewed as a “Welcome Email”)

60% of new Twitter users drop the service within just one month.
- Nielsen

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A Welcome Email is the first email received
after an opt-in and/or confirmation of
subscription
This will likely be your highest open rate ever.
count

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At the minimum, send the
Welcome Email within
hours.
Ideally the first message
should be received within
10 minutes of completing
the opt-in process.

TEST, TEST, TEST

Eight Steps to More Effective Welcome E-mails
1. Send your welcome message within 24 hours to people who sign up for your e-
mail program.
2. Provide a link to your preference center so subscribers can manage their
subscriptions.
3. Include a welcome offer or other incentive to make a purchase; be creative about
incorporating this offer into the subject line without making it too long to display in
subscribers’ inboxes.
4. Provide subscribers with information on the types of content they can expect to
receive from you and how frequently.
5. Include white-listing instructions so subscribers can keep your e-mails out of their
junk folders.
6. Although welcome messages likely are considered transactional under the CAN-
SPAM Act, it’s still smart to include an opt-out link in case people change their
minds about subscribing.
7. Try to personalize the content for maximum relevancy and subscriber retention.
8. Tell subscribers how you intend to use their e-mail addresses or provide a link to
your privacy policy.
A Welcome Message Study: Marketers Are Missing Opportunities to Pave the Road to Relevancy Return Path

1. Speeds Up Engagement
2. Reduces List Churn
3. Inbox Recognition
4. Builds Brand

- Email Marketing: an Hour a Day by Jeanniey Mullen and David Daniels).