Designing Your Email Program From Online Outreach To Welcome Email- Dylan Boyd, eROI

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Designing Your Email Program From Online Outreach To Welcome Email- Dylan Boyd, eROI

  1. 1. Designing Your Email Program from Online Outreach to the Welcome Message
  2. 2. Dylan Boyd VP Sales & Strategy | eROI Blog: TheEmailWars.com Twitter - @dtboyd & @eROI Site: eROI.com
  3. 3. 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*
  4. 4. Email Marketing Email Is “Free” Email Marketing Is Not
  5. 5. What’s the value of an email address? $180 - Email Marketing: an Hour a Day by Jeanniey Mullen and David Daniels).
  6. 6. 0.0035%
  7. 7. The Online Marketer’s Challenge To do Online Marketing well, marketers need to be good at so much more than Email + Search. They need to understand the lead source and communicate clearly and appropriately.
  8. 8. Your Audience 1.  How Do They Find You? 2.  Where Do They Land? 3.  How Do You Continue The Conversation? 4.  How Do You Get Them to Act?
  9. 9. Finding Thru Search: Paid vs. Organic
  10. 10. Finding you: Blogs/Social Media
  11. 11. 3 Email Program Components 1.  Opt in / Thank you 2.  Welcome Messaging 3.  First Touch
  12. 12. Opt-In
  13. 13. Tips for Opt-In 1.  Call out your Email Opt-in on every page of your site. 2.  Don’t expect them to find it (or read) 3.  Links to samples are effective 4.  Give subscribers choices! e.g. frequency (daily, weekly, monthly), event alerts, etc... 5.  Tell them specifically what they’re signing up for & how often they’ll hear from you. Keep that promise. 6.  Don’t make someone register (user/pass) for email 7.  Remember, you can get more information later
  14. 14. Examples of Opt-in Questions Good Too Much
  15. 15. If you ask them questions...
  16. 16. ...don’t ignore the answers. They will spread the word. Like I am doing now.
  17. 17. Get them in and start the relationship
  18. 18. CBSSports.com Opt-In: Before/After
  19. 19. Welcome Email
  20. 20. 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”)
  21. 21. Thank You Email: Business Reasons 1. Immediate Recognition 2. Education for the Uninitiated 3. Tests Email Address Validity 4. Begins Behavioral Profile
  22. 22. Thank You: New Account
  23. 23. Welcome: Not Pretty, But Effective
  24. 24. Thank You: Registration   Thank Them   Confirmation of Success   Provide Account Details   Cross Promote   Link to Preferences
  25. 25. EventBrite: Thank You/ Welcome   Branded “From” and Email   Confirmation   Account Details   Tools & Resources   Link to Preferences
  26. 26. Welcome Email 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. Make it count.
  27. 27. So as you can see the Welcome Emails drastically out performs the Standard Emails on every metric: Open Rates: 145% Increase Click Rates: 165% Increase Conversion Rates: 442% Increase!!
  28. 28. Welcome messages generate superior open rates and, done well, create a halo effect that boosts subscribers’ engagement with subsequent promotional and trigger emails.
  29. 29. Shopbop: Welcome Email   Special Offers   More Details   Calls to Action   Whitelist Instructions   Link to Preferences
  30. 30. TEST, TEST, TEST
  31. 31. The Welcome Email: Business Reasons 1.  Continued Conversation 2.  Exposure to Additional Services/ Information 3.  Subscription Management/Progressive Profiling 4.  Opportunity to Award/Reward
  32. 32. 8 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
  33. 33. CBSSports.com Welcome Email Strategy
  34. 34. First Touch
  35. 35. 80% You have 3 chances to set the relationship before you lose 80% of your future email marketing performance.
  36. 36. The First Touch: Don’t Wait….Send it! 1.  Speeds Up Engagement 2.  Reduces List Churn 3.  Inbox Recognition 4.  Builds Brand
  37. 37. So, What’s Next?
  38. 38. Be Good at 3 Things 1.  Opt-In 2.  Welcome Messaging 3.  First Touch
  39. 39. Thank you. Discuss with us on Twitter: dylan@eroi.com @eROI @dtboyd Questions?

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