Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Welcome Email Best Practices, Silverpop


Published on

Published in: Technology, Business

Welcome Email Best Practices, Silverpop

  1. 1. Using Welcome Emails to DriveIncreased Engagement and ROI
  2. 2. Contents Why Welcome Emails? Elements of a Welcome Email Program Sample (Good & Bad) Welcome Emails & Best Practices Welcome Series REI 12-Part Welcome Series2
  3. 3. Why Welcome Emails?
  4. 4. List Churn and Inactives – The Good, Bad and So-So The bad news… A typical list will lose 1/3 of its members each year The good news…  Bounces + spam complaints + • Churn can be reduced unsubscribes = 2-4% / month • You control most of your destiny 25% to 80% of your list is • Some inactives can be reengaged inactive  Subscriber has not opened or clicked in specific time frame The so-so news… (e.g., 6, 12 months+) Most are lost4
  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%.5
  6. 6. Why Recipients Unsubscribe -Too Frequent - Irrelevant Content/Offers6
  7. 7. Welcome Email – eec Retail Research Study 72% of major online retailers send out welcome emails. 98% of retailers’ welcome email now contain a link to their shopping site 32% of welcome emails include a discount, reward or incentive 62% of welcome emails asked the subscriber to whitelist them 79% of retailers sent out HTML welcome emails  Most of the HTML welcome emails were HTML “lite,” making extensive use of HTML text 53% of welcome emails included links to the retailer’s privacy policy 58% of welcome emails were CAN-SPAM compliant in terms of including both a mailing address and unsubscribe method *Email Experience Council’s second annual Retail Welcome Email Benchmark Study (2007)7
  8. 8. Elements of a Welcome EmailProgram
  9. 9. Subscriber Email Touch Progression Opt-in form DOI Confirmation Email Welcome Email or Series Regular Email Program9
  10. 10. Engage and Delight…Every Step of the Way Dating  Build trust with transparency  Preferences on opt-in Engagement  Welcome programs  Bring the flowers Marriage  Deliver on expectations  Preference updates  Move to lifecycle, trigger and behavioral-based programs Divorce  Provide alternatives to unsubscribing10
  11. 11. Goals and Purpose Goals: Purpose Speed up conversion Educate subscriber Minimize list churn Reward/Incent Strengthen brand Instill/reinforce trust perception Enable immediate “email Reduce inactivity experience” Provide administrative information11
  12. 12. Timing The Good News The Bad News 61% of retailers deliver 19% take more than 24 their welcome emails hours to deliver their within 10 minutes of welcome emails, with sign up, with most of nearly a third of those those delivering within 3 taking more than a week minutes.* to deliver.* *Email Experience Council’s second annual Retail Welcome Email Benchmark Study (2007)13
  13. 13. From Name/Address From Names:  Use the same from name as regular emails  Simple, logical and trusted brand From Name/Address  Again, use same as regular emails  Avoid ugly, number-oriented if possible Good Examples:  Olive Garden []  MBNA America []  [] Questionable Example:  Penny at MarketingProfs []  Service@wedding.orders.com14
  14. 14. Subject Lines Good/OK Not So Good Welcome to Fetchdog! Take Welcome 10% Off Your Next Order  No branding  Branded  No mention of email program  Immediate value proposition  No value proposition Welcome to - Take Thank you for signing up! 20% Off Today  Signing up for what?  Branded  No branding  Immediate value proposition Welcome to Email Savings!  Email program is branded  Implied value proposition15
  15. 15. Welcome Content Checklist Email address added Resources, key links Add to address book “Your gift” incentive Privacy assurance and Unsubscribe link link Reinforce value Link/instructions on how proposition to change preferences Upsell How to get started Call to action/”offer” When the first email will arrive16
  16. 16. Sample (Good & Bad) WelcomeEmails & Best Practices
  17. 17. Confirmation Emails – Are Not “Welcome Emails” • Primary Purpose is to confirm subscription • They aren’t a subscriber yet • Pre-selling and reminding of value proposition is good, but should not take the place of welcome email; or distract from confirmation action18
  18. 18. Net a Porter: 3-Step Sign-Up/Confirmation Process 1. Opt-in form with minimal (but key) information requested 2. Double opt-in confirmation email 3. Further information collected on confirmation page for additional targeting19
  19. 19. Net-a-Porter: Double Opt-in Confirmation Email20
  20. 20. Net a Porter: DOI Confirmation Page – Collect Additional Data21
  21. 21. Welcome – 4-parts will followOverview Login immediatelyValueproposition Tips and community FAQ SupportResources contact
  22. 22. MarketingProfs: Manages Expectations/Transparent23
  23. 23. Key text navigation linksValuePropositionShopping link Administrative text links
  24. 24. Sears: Works Pretty Well Even With Block ImagesHowever, mostcritical shoppinglink is image only– should also betext link25
  25. 25. Toys-R-Us: Disaster With Images Blocked26
  26. 26. Top ofemail
  27. 27. Middle ofemail
  28. 28. Bottom of email
  29. 29.  Best Practices Followed:  Re-iterates benefits of signing up  Set expectations on when first email would be received (though vague)  Asked to be added to Address Book  Link to privacy policy  HTML to convey brand image  Sent within 24 hours of registering  Primary message is view- able in an images off environment
  30. 30. Welcome Email – Betty Crocker  Confirmation/Welcome email received when registering for their website Cross promotes their newsletters in case you didn’t sign up when you registered for the website 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)
  31. 31. Good: Driving immediate engagement with Infinitiby providing key calls to action on the redbuttonsNeeds to Improve: The entire main body of the email is animage  Need a mix of text and HTML to optimize visibility in email clients and deliverability
  32. 32. Welcome SeriesThink Series, Not Just a Single Welcome Email
  33. 33. Welcome 1 - Overview35
  34. 34. Welcome 2 – Getting Started36
  35. 35. 1Preferences Reinforce reminder Benefits
  36. 36. 2
  37. 37. REI 12-Part Welcome Series(Courtesy
  38. 38. 1
  39. 39. 2
  40. 40. 3
  41. 41. 4
  42. 42. 5
  43. 43. 6
  44. 44. 7
  45. 45. 8
  46. 46. 9
  47. 47. 10
  48. 48. 11
  49. 49. 12
  50. 50. Takeaways Take baby steps Test subject lines Redesign for preview pane and blocked images  Test layout, use of images, HTML Incorporate additional welcome content Monitor open, clicks and conversions for recipients of Welcome messages – impact on overall response rates Expand from a single welcome email to welcome program Continuously test53
  51. 51. Q&A Follow Me Contact:  Twitter  Loren McDonald • @LorenMcDonald   Columnist • Media Post - Email Insider • MarketingProfs GetToThePoint • Many others…  Blogs • Silverpop – “Tales” • http://marketing- mcdonald.html54