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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

Published in: Business, Technology
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  • We've re-uploaded the presentation - should work fine now. But we'll also update the presentation when we can - since this one is a few years old now. - Loren McDonald
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  • Also, here is a link to a related article on Welcome Emails that appeared in MarketingProfs:
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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 [] </li></ul></ul><ul><ul><li>MBNA America [] </li></ul></ul><ul><ul><li> [] </li></ul></ul><ul><li>Questionable Example: </li></ul><ul><ul><li>Penny at MarketingProfs [] </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 - 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 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
  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> </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>