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Welcome Email Programmes Uk


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Best practices and examples of welcome email programmes. Looks at all aspects of welcome emails including timing, from names, subject lines, welcome content check list, good and bad examples,

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Welcome Email Programmes Uk

  1. 1. Using Welcome Emails to Drive Increased Engagement and ROI Silverpop UK Webinar December 2008
  2. 2. Speakers & Agenda <ul><li>Loren McDonald </li></ul><ul><ul><li>VP, Industry Relations </li></ul></ul><ul><ul><li>Silverpop </li></ul></ul><ul><li>Julie Joseph </li></ul><ul><ul><li>Senior Account Director </li></ul></ul><ul><ul><li>Silverpop </li></ul></ul><ul><li>Agenda </li></ul><ul><ul><li>Why Welcome Emails? </li></ul></ul><ul><ul><li>Elements of a Welcome Program </li></ul></ul><ul><ul><li>Welcome Email Examples & Best Practices </li></ul></ul><ul><ul><li>Questions & Answers </li></ul></ul>
  3. 3. Why Welcome Emails? UK Attendee: +44 (0) 870 738 0742, access code 434-825-161 US Attendee: (712) 432-1399, access code 434-825-161 Germany Attendee: +49 (0) 180 5007 632, access code 434-825-161 Netherlands Attendee: +31 (0) 870 001 939, access code 434-825-161
  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. Elements of a Welcome Email Programme
  8. 8. Subscriber Email Touch Progression Opt-in form DOI Confirmation Email Welcome Email or Series Regular Email Program
  9. 9. 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 programmes </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>
  10. 10. Goals and Purpose <ul><li>Goals </li></ul><ul><li>Speed up conversion </li></ul><ul><li>Minimise 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>
  11. 12. 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)
  12. 13. 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>wagamama [] </li></ul></ul><ul><ul><li>La Redoute [] </li></ul></ul><ul><ul><li>The Ecologist Magazine [] </li></ul></ul><ul><li>Questionable Example: </li></ul><ul><ul><li>Penny at MarketingProfs [] </li></ul></ul><ul><ul><li>;; support </li></ul></ul>
  13. 14. Subject Lines <ul><li>Good/OK </li></ul><ul><li>Thanks for signing up to Debenhams email newsletters </li></ul><ul><li>Welcome to Marks & Spencers eClub </li></ul><ul><li>Welcome to Fresh Juice from Piperlime </li></ul><ul><li>A big 20% OFF welcome from us </li></ul><ul><li>Not so Good </li></ul><ul><li>Opt-in confirmation </li></ul><ul><li>Welcome </li></ul><ul><li>Thank you for signing up! </li></ul>
  14. 15. <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 and instructions on how to change preferences </li></ul><ul><li>How to get started </li></ul><ul><li>When 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
  15. 16. Sample Welcome Emails & Best Practices
  16. 17. 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; reminding of value proposition – </li></ul><ul><li>but should not take the place of welcome email </li></ul>
  17. 18. Net a Porter: Sign Up Process <ul><li>Subscription confirmed from net – a-porter </li></ul><ul><li>Clear consistent branding in confirmation email </li></ul><ul><li>Double opt in best practice </li></ul><ul><li>Further information collected on confirmation for additional targeting </li></ul>
  18. 19. Sign Up (Schuh) Retail <ul><li>Sign up page manages expectations early on by telling you what you will get </li></ul><ul><li>Confirmation page makes it clear there is a double opt in process with bold red typeface </li></ul><ul><ul><li>Provides other account management options </li></ul></ul><ul><li>Confirmation email </li></ul><ul><ul><li>Doesn’t need images (but looks great with) </li></ul></ul><ul><ul><li>Secure sign up process including validation code and time limit </li></ul></ul><ul><li>Welcome email </li></ul><ul><ul><li>Sent after confirmation </li></ul></ul><ul><ul><li>Tells you to expect free and fun stuff </li></ul></ul>
  19. 20. <ul><li>Make sure they can see your message </li></ul>
  20. 21. Testing is vital......Watches of Switzerland
  21. 22. Personalisation.. <ul><li>Have a default or choose copy wisely... </li></ul><ul><li>Argos subject line as it appears! </li></ul>
  22. 23. M&S make me feel special <ul><li>M&S newsletter welcome </li></ul><ul><li>I feel special “exclusive” </li></ul><ul><li>They reiterate the value message “… simple, safe and convenient.” </li></ul><ul><li>Clear service message </li></ul><ul><li>Promotion of convenient services “reminder service” </li></ul><ul><li>Manage expectations </li></ul><ul><li>Drive me to the shop straight away </li></ul>
  23. 25. Bravissimo <ul><li>Renders well without images </li></ul><ul><li>Bullets make it easy to scan </li></ul><ul><li>Manages expectations </li></ul><ul><li>Contact information clearly laid out for additional information </li></ul><ul><li>Web site navigation </li></ul>
  24. 26. LaRedoute
  25. 27. Debenhams RAF after newsletter sign up
  26. 28. Collecting Preferences (BBC Sport and Media) <ul><li>Multiple options for news </li></ul><ul><ul><li>Regional </li></ul></ul><ul><ul><li>Mail format </li></ul></ul><ul><ul><li>Delivery options including time </li></ul></ul><ul><li>Additional Sport options </li></ul><ul><ul><li>Sports themselves </li></ul></ul><ul><ul><li>Team options for football </li></ul></ul><ul><li>Double opt in for additional security - they tell you it’s coming </li></ul><ul><li>Option to sign up for additional emails after confirming subscription </li></ul>
  27. 29. Enhancing Data Collection ( Eten and Genieten ) <ul><li>Eten and Genieten (Food and Drink) </li></ul><ul><ul><li>Incentivised and Quick sign up </li></ul></ul><ul><ul><li>Explicit opt in check box with </li></ul></ul><ul><li>Confirmation email </li></ul><ul><ul><li>Same branding but lots of text too </li></ul></ul><ul><ul><li>Invites you to do quick survey </li></ul></ul><ul><ul><li>“ make sure we give you what you want” “max 3 minutes of your time” </li></ul></ul><ul><li>Survey </li></ul><ul><ul><li>Page 1: 3 questions on food / drink </li></ul></ul><ul><ul><li>Page 2: asks more general questions:. </li></ul></ul><ul><ul><li>Most relevant selections captured as on page 1 in case they don’t do pg 2 </li></ul></ul><ul><li>Other brands have same process </li></ul><ul><ul><li>Collect different generic information </li></ul></ul><ul><ul><li>All data fed in to central database building up a more complete picture of recipients </li></ul></ul>
  28. 30. Welcome Series Think Welcome Series, Not Just a Single Email
  29. 31. HMV Welcome Series Subject lines: Welcome part 1/2/3
  30. 35. 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>
  31. 36. Q & A <ul><li>Follow Us </li></ul><ul><ul><li>Columns </li></ul></ul><ul><ul><ul><li>Media Post - Email Insider </li></ul></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><ul><li>Silverpop – “Tales” </li></ul></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><ul><li>Digital Marketer </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><ul><ul><li>Twitter: @LorenMcDonald </li></ul></ul><ul><ul><li>Julie Joseph </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>