SlideShare a Scribd company logo
The First Impressions
Email Marketing Study
Ciceron Report, March 2013
Sole property of Ciceron, Inc.
You have only seven seconds to make a first
impression. This is why we try to look our best
when meeting someone new, or why brands
create amazing customer experiences. So why
should your email marketing program be
treated any different? The answer is, it
shouldn’t.
Look at your email strategy like dating. When
a subscriber says, “Yes, I want emails from
you” (or, “Yes, I’ll go on a date with you”)
the next step is the first date. Or as we call it,
the “welcome message.” Sending a welcome
message shows the subscriber that you’re
“into them” and eager to make a good
impression. So don’t be that guy (or girl) —
the one that doesn’t even show up.
83% of brands did
not make a good first
impression, or any
impression at all
What’s in a First Impression?
Ciceron has conducted “The First Impressions Email Marketing Study,” an independent
research project set up to analyze the experience a new email subscriber has with a brand.
Ciceron selected 70 companies in varying industries and assessed the first 21 days of their
email program experience.
41%of brands did not send any
messages within the first 48
hours of subscribing
27%of brands did not send a
single message over the
whole 3 week period
39%of brands sent a welcome
message; 15 of 27 did not
make a good first impression
About the Study
Confirmation
20%
Welcome
39%
Nothing
41% 41% of brands did
not send any messages
within the first 48
hours of subscribing
Subscribers are the most engaged within those first 48
hours. It is critical that you start to build that relationship
by sending an immediate welcome message to set
expectations and ask them to take the next step.
If you are in the 41% sending nothing, you’ve just stood up
your first date – and that is not acceptable.
What Are Brands Sending? In First 48 Hours
27% of brands continued to send
nothing over the whole three week period
How often should you be sending messages to your
audience? Unfortunately there is not a standard benchmark
we can provide, because the frequency is dependent on
your audience and content. To learn what is best for your
audience, you should test frequency, offer subscription
options or just ask them what they want.
What Are Brands Sending? Over First 3 Weeks
1email per week
was sent, on average,
over the whole three
week period
ere is a right and
wrong way to execute a
confirmation message
The Wrong Way
Is to use a confirmation message simply to say “Thank
you” for subscribing, instead take that opportunity to send
a branded welcome message. It will create a stronger
impression with your subscribers.
!
Confirmation
20%
The Right Way
Is to use the confirmation message to have a subscriber
confirm their subscription, complete their profile or set
interests. However, once the subscriber says “Yes,” they
should still be sent a welcome message. This is no different
then confirming a time and place for a first date.
What Are Brands Sending? Confirmation Message
Famous Dave’s was the
only brand that sent a
confirmation and
welcome message
Confirmation message
1
2 Welcome message
What Are Brands Sending? Famous Dave’s Example
39% of brands sent
a welcome message,
all within 24 hours
of subscribing
It’s time for your first date. So how do you make a
great first impression with your subscribers?
Execute these four welcome message must-haves
and you will be assured a second date.
Welcome
39%
Immediate
Gratification
Brand Your
Message
Set Expectations
Include a
Call-to-Action
What Are Brands Sending? Welcome Message
Only 4 of 27 brands
had a great welcome
message; incorporating
all of the must-haves
What type of impression did brands make?
GreatKey: Fair Poor
What Are Brands Sending? Welcome Message
What Are Brands Sending? Examples of Great Welcomes
What should you be collecting about your subscribers? Again, the answer is dependent on your
audience and content. But it is important that you only collect information that you will be using to
provide subscribers with relevant content. If you don’t need it, don’t ask for it.
Name
Zip Code
Personal Interests
Birthday
State
Gender
What Are Brands Collecting?
Account
76%
64%
37%
33%
33%
11%
10%
Only 37%of brands
asked subscribers for
personal interests
and/or subscription
preferences
Collecting personal preferences from your subscribers not
only ensures you are delivering content that is relevant to
their interests, but has also proven to increase
engagement metrics. You can also use this information for
dynamic content and segmentation.
Good Examples from Visit Florida and Hormel
What Are Brands Collecting? Personal Preferences
4 of the 23 brands
that asked for the
subscriber’s birthday
actually sent them a
special birthday
message
If you have something to offer them for their birthday, this is a
great value add to your program. But if you ask for their
birthday and send nothing it can damage the relationship you’ve
worked to build.
What Are Brands Collecting? Your Birthday
Conclusion
Remember, first impressions are critical to building lasting
relationships; and a welcome message is that important touchpoint
for your email marketing program. You want to entice your
subscribers by sending them a welcome message that encourages
them to take that next step or “second date.”
Having conducted thousands of email marketing and
communications programs, we know that even the most simple
endeavors can have a huge impact. You can also apply many of the
recommendations in this study to your other digital programs. Use
these key takeaways and you too can make a great impression on
your audience.
 
ü  Collect data that you can use to delight subscribers
ü  Make sign-ups and conversions easy for your subscribers
ü  Send an immediate welcome message with all the must-haves
ü  Be timely. And then follow-up again…quickly
•  ACME Comedy Club
•  AmericInn
•  Arctic Cat
•  Bloomington CVB
•  Bluefin Bay
•  Brainerd Lakes Chamber
•  Breezy Point Resort
•  Buffalo Wild Wings
•  Canterbury Park
•  Caribou Coffee
•  Chanhassen Dinner Theatres
•  Choose Chicago
•  Christopher & Banks
•  Como Zoo
•  Cragun’s Resort
•  Dacotah Ridge Golf Course
•  Dairy Queen
•  Enjoy Illinois
•  Explore Minnesota
•  Famous Dave’s
•  Fitger’s Brewhouse
•  Gander Mountain
•  Grand Avenue BA
•  Grand Casino
•  Great Clips
•  Guthrie Theater
•  Hennepin Theatre Trust
•  Holiday Stationstores
•  Hormel
•  Houlihan’s
•  Lake Superior Zoo
•  Las Vegas CVB
•  Lutsen Resort on Superior
•  Madden’s Resort
•  Mall of America
•  Maurices
•  Mill City Farmer’s Market
•  Minnesota Children’s Museum
•  Minnesota Historical Society
•  Minnesota Science Museum
•  Minnesota Sea Life Aquarium
•  Minnesota State Fair
•  Minnesota Swarm
•  Minnesota Zoo
•  Mystic Lake Casino
•  Napa Valley CVB
•  Red Wing CVB
•  Running Aces
•  Rush Creek Golf Course
•  Saint Paul CVB
•  San Diego CVB
•  Sleep Number/Select Comfort
•  Spam
•  Summit Brewing Company
•  Surly Brewing Company
•  Target Center
•  The Depot Minneapolis
•  The Preserve at Grand View
Lodge
•  The Saint Paul Hotel
•  The Wilds Golf Club
•  Toro Company
•  Treasure Island Casino
•  Valleyfair
•  Valspar Paint
•  Visit California
•  Visit Duluth
•  Visit Florida
•  Walker Art Center
•  Willingers Golf Club
•  Zubaz
Companies included in the study:
About Ciceron
Ciceron is a full service digital marketing, insights, and brand advocacy firm based in
Minneapolis, MN. Since 1995, we’ve been helping clients use data and consumer insights to
identify the right digital strategies and tactics to meet their business goals. Whether those
goals are intended to build brand awareness, generate leads or ultimately, drive revenue and
ROI, we’ll help you uncover the opportunities to meet the needs of your potential customers
by celebrating and scaling the positive experiences of your current advocates.
This study was conducted by: Julie Verhulst and Kristina Epping
Contact Us Today
info@ciceron.com Ÿ 612.230.3901

More Related Content

What's hot

Análise e-Branding Natura
Análise e-Branding NaturaAnálise e-Branding Natura
Análise e-Branding Natura
Rafa Vitoriano
 
Gestão Estratégica de Salão de Beleza
Gestão Estratégica de Salão de Beleza Gestão Estratégica de Salão de Beleza
Gestão Estratégica de Salão de Beleza
Leonardo Bazzano
 
10 ferramentas do Movimento Empreenda para o dia a dia dos negócios
10 ferramentas do Movimento Empreenda para o dia a dia dos negócios10 ferramentas do Movimento Empreenda para o dia a dia dos negócios
10 ferramentas do Movimento Empreenda para o dia a dia dos negócios
Renata Leal
 
Email marketing ppt
Email marketing pptEmail marketing ppt
Email marketing ppt
doublewindows
 
New Pharma approach: from (e-)detailing to customer & patients excellence: a ...
New Pharma approach: from (e-)detailing to customer & patients excellence: a ...New Pharma approach: from (e-)detailing to customer & patients excellence: a ...
New Pharma approach: from (e-)detailing to customer & patients excellence: a ...
A.R.J. (Rob) Halkes
 
Como montar uma loja de roupas
Como montar uma loja de roupasComo montar uma loja de roupas
Como montar uma loja de roupas
Marcial Alfeu Ortiz Dipp
 
Designing With Vision
Designing With VisionDesigning With Vision
Designing With Vision
Dave Cortright
 
Sponsorship Project (Pickleball On Ice)
Sponsorship Project (Pickleball On Ice)Sponsorship Project (Pickleball On Ice)
Sponsorship Project (Pickleball On Ice)
mg156498
 
Trabalho de Marketing - empresa fictícia LR TAPETE & ESTOFADOS
Trabalho de Marketing - empresa fictícia LR TAPETE & ESTOFADOS  Trabalho de Marketing - empresa fictícia LR TAPETE & ESTOFADOS
Trabalho de Marketing - empresa fictícia LR TAPETE & ESTOFADOS
Roberta Muniz
 
Carta de Candidatura Espontânea
Carta de Candidatura EspontâneaCarta de Candidatura Espontânea
Carta de Candidatura Espontânea
secractualidade
 
Apresentação Institucional Melhor Condomínio
Apresentação Institucional Melhor CondomínioApresentação Institucional Melhor Condomínio
Apresentação Institucional Melhor Condomínio
Ledier Design
 

What's hot (11)

Análise e-Branding Natura
Análise e-Branding NaturaAnálise e-Branding Natura
Análise e-Branding Natura
 
Gestão Estratégica de Salão de Beleza
Gestão Estratégica de Salão de Beleza Gestão Estratégica de Salão de Beleza
Gestão Estratégica de Salão de Beleza
 
10 ferramentas do Movimento Empreenda para o dia a dia dos negócios
10 ferramentas do Movimento Empreenda para o dia a dia dos negócios10 ferramentas do Movimento Empreenda para o dia a dia dos negócios
10 ferramentas do Movimento Empreenda para o dia a dia dos negócios
 
Email marketing ppt
Email marketing pptEmail marketing ppt
Email marketing ppt
 
New Pharma approach: from (e-)detailing to customer & patients excellence: a ...
New Pharma approach: from (e-)detailing to customer & patients excellence: a ...New Pharma approach: from (e-)detailing to customer & patients excellence: a ...
New Pharma approach: from (e-)detailing to customer & patients excellence: a ...
 
Como montar uma loja de roupas
Como montar uma loja de roupasComo montar uma loja de roupas
Como montar uma loja de roupas
 
Designing With Vision
Designing With VisionDesigning With Vision
Designing With Vision
 
Sponsorship Project (Pickleball On Ice)
Sponsorship Project (Pickleball On Ice)Sponsorship Project (Pickleball On Ice)
Sponsorship Project (Pickleball On Ice)
 
Trabalho de Marketing - empresa fictícia LR TAPETE & ESTOFADOS
Trabalho de Marketing - empresa fictícia LR TAPETE & ESTOFADOS  Trabalho de Marketing - empresa fictícia LR TAPETE & ESTOFADOS
Trabalho de Marketing - empresa fictícia LR TAPETE & ESTOFADOS
 
Carta de Candidatura Espontânea
Carta de Candidatura EspontâneaCarta de Candidatura Espontânea
Carta de Candidatura Espontânea
 
Apresentação Institucional Melhor Condomínio
Apresentação Institucional Melhor CondomínioApresentação Institucional Melhor Condomínio
Apresentação Institucional Melhor Condomínio
 

Viewers also liked

Feasibility Study: Marketing , Technical and Management Aspect
Feasibility Study: Marketing , Technical and Management AspectFeasibility Study: Marketing , Technical and Management Aspect
Feasibility Study: Marketing , Technical and Management Aspect
Lena Argosino
 
5 Key Elements to Writing Irresistible Email Subject Lines [Infographic]
5 Key Elements to Writing Irresistible Email Subject Lines [Infographic]5 Key Elements to Writing Irresistible Email Subject Lines [Infographic]
5 Key Elements to Writing Irresistible Email Subject Lines [Infographic]
Tiffani Allen
 
Federal Media & Marketing Study Overview 2012
Federal Media & Marketing Study Overview 2012Federal Media & Marketing Study Overview 2012
Federal Media & Marketing Study Overview 2012
Market Connections, Inc.
 
Why multinational banks have an edge over nationalized
Why multinational banks have an edge over nationalizedWhy multinational banks have an edge over nationalized
Why multinational banks have an edge over nationalized
Prateek Mishra
 
DIFFERENT APPROACHES TO THE STUDY OF MARKETING
DIFFERENT APPROACHES TO THE STUDY OF MARKETINGDIFFERENT APPROACHES TO THE STUDY OF MARKETING
DIFFERENT APPROACHES TO THE STUDY OF MARKETING
DEVIKA ANTHARJANAM
 
Marketing new product launch ppt
Marketing new product launch pptMarketing new product launch ppt
Marketing new product launch ppt
bilal khan
 
Marketing ppt
Marketing pptMarketing ppt
Marketing ppt
gajjellishivaprasad
 
Introduction To Marketing
Introduction To MarketingIntroduction To Marketing
Introduction To Marketing
Subin Babu
 
17 Ways to Design a Presentation People Want to View
17 Ways to Design a Presentation People Want to View17 Ways to Design a Presentation People Want to View
17 Ways to Design a Presentation People Want to View
Jim MacLeod
 
Search Content vs. Social Content
Search Content vs. Social ContentSearch Content vs. Social Content
Search Content vs. Social Content
Semrush
 
Product launch ppt
Product launch pptProduct launch ppt
Product launch ppt
Prateek Mishra
 
MARKETING POWERPOINT
MARKETING POWERPOINTMARKETING POWERPOINT
MARKETING POWERPOINT
Andrew Schwartz
 
Basic concepts-of-marketing
Basic concepts-of-marketingBasic concepts-of-marketing
Basic concepts-of-marketing
Tuul Narantuya
 
The Minimum Loveable Product
The Minimum Loveable ProductThe Minimum Loveable Product
The Minimum Loveable Product
The Happy Startup School
 
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)
Board of Innovation
 
The Seven Deadly Social Media Sins
The Seven Deadly Social Media SinsThe Seven Deadly Social Media Sins
The Seven Deadly Social Media Sins
XPLAIN
 
Five Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same SlideFive Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same Slide
Crispy Presentations
 
How People Really Hold and Touch (their Phones)
How People Really Hold and Touch (their Phones)How People Really Hold and Touch (their Phones)
How People Really Hold and Touch (their Phones)
Steven Hoober
 
Upworthy: 10 Ways To Win The Internets
Upworthy: 10 Ways To Win The InternetsUpworthy: 10 Ways To Win The Internets
Upworthy: 10 Ways To Win The Internets
Upworthy
 
What 33 Successful Entrepreneurs Learned From Failure
What 33 Successful Entrepreneurs Learned From FailureWhat 33 Successful Entrepreneurs Learned From Failure
What 33 Successful Entrepreneurs Learned From Failure
ReferralCandy
 

Viewers also liked (20)

Feasibility Study: Marketing , Technical and Management Aspect
Feasibility Study: Marketing , Technical and Management AspectFeasibility Study: Marketing , Technical and Management Aspect
Feasibility Study: Marketing , Technical and Management Aspect
 
5 Key Elements to Writing Irresistible Email Subject Lines [Infographic]
5 Key Elements to Writing Irresistible Email Subject Lines [Infographic]5 Key Elements to Writing Irresistible Email Subject Lines [Infographic]
5 Key Elements to Writing Irresistible Email Subject Lines [Infographic]
 
Federal Media & Marketing Study Overview 2012
Federal Media & Marketing Study Overview 2012Federal Media & Marketing Study Overview 2012
Federal Media & Marketing Study Overview 2012
 
Why multinational banks have an edge over nationalized
Why multinational banks have an edge over nationalizedWhy multinational banks have an edge over nationalized
Why multinational banks have an edge over nationalized
 
DIFFERENT APPROACHES TO THE STUDY OF MARKETING
DIFFERENT APPROACHES TO THE STUDY OF MARKETINGDIFFERENT APPROACHES TO THE STUDY OF MARKETING
DIFFERENT APPROACHES TO THE STUDY OF MARKETING
 
Marketing new product launch ppt
Marketing new product launch pptMarketing new product launch ppt
Marketing new product launch ppt
 
Marketing ppt
Marketing pptMarketing ppt
Marketing ppt
 
Introduction To Marketing
Introduction To MarketingIntroduction To Marketing
Introduction To Marketing
 
17 Ways to Design a Presentation People Want to View
17 Ways to Design a Presentation People Want to View17 Ways to Design a Presentation People Want to View
17 Ways to Design a Presentation People Want to View
 
Search Content vs. Social Content
Search Content vs. Social ContentSearch Content vs. Social Content
Search Content vs. Social Content
 
Product launch ppt
Product launch pptProduct launch ppt
Product launch ppt
 
MARKETING POWERPOINT
MARKETING POWERPOINTMARKETING POWERPOINT
MARKETING POWERPOINT
 
Basic concepts-of-marketing
Basic concepts-of-marketingBasic concepts-of-marketing
Basic concepts-of-marketing
 
The Minimum Loveable Product
The Minimum Loveable ProductThe Minimum Loveable Product
The Minimum Loveable Product
 
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)
 
The Seven Deadly Social Media Sins
The Seven Deadly Social Media SinsThe Seven Deadly Social Media Sins
The Seven Deadly Social Media Sins
 
Five Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same SlideFive Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same Slide
 
How People Really Hold and Touch (their Phones)
How People Really Hold and Touch (their Phones)How People Really Hold and Touch (their Phones)
How People Really Hold and Touch (their Phones)
 
Upworthy: 10 Ways To Win The Internets
Upworthy: 10 Ways To Win The InternetsUpworthy: 10 Ways To Win The Internets
Upworthy: 10 Ways To Win The Internets
 
What 33 Successful Entrepreneurs Learned From Failure
What 33 Successful Entrepreneurs Learned From FailureWhat 33 Successful Entrepreneurs Learned From Failure
What 33 Successful Entrepreneurs Learned From Failure
 

Similar to First Impressions Email Marketing Study

5 Steps to Gaining More Referrals
5 Steps to Gaining More Referrals5 Steps to Gaining More Referrals
5 Steps to Gaining More Referrals
Colleen Francis
 
Marketing Strategies ISBDC 09
Marketing Strategies ISBDC 09Marketing Strategies ISBDC 09
Marketing Strategies ISBDC 09
Doug Edge
 
Email Marketing and Social Media for Your Small Business
Email Marketing and Social Media for Your Small BusinessEmail Marketing and Social Media for Your Small Business
Email Marketing and Social Media for Your Small Business
Elijah Litscher
 
Get More Referrals
Get More ReferralsGet More Referrals
Get More Referrals
Jeanette McVoy
 
Webinar 1 growing the value of your clients
Webinar 1   growing the value of your clientsWebinar 1   growing the value of your clients
Webinar 1 growing the value of your clients
Feedsy
 
Making email marketing effective in the lead nurturing process
Making email marketing effective in the lead nurturing processMaking email marketing effective in the lead nurturing process
Making email marketing effective in the lead nurturing process
Marketing CoPilot - Marie Wiese
 
7 Steps to Increase Your ROI
7 Steps to Increase Your ROI7 Steps to Increase Your ROI
7 Steps to Increase Your ROI
RudyBrown4
 
The Power of the Inbox! Tips and Tricks for Successful Email Marketing
The Power of the Inbox! Tips and Tricks for Successful Email MarketingThe Power of the Inbox! Tips and Tricks for Successful Email Marketing
The Power of the Inbox! Tips and Tricks for Successful Email Marketing
Vanessa CEO
 
How to Use Business Texting to Retain More Clients
How to Use Business Texting to Retain More ClientsHow to Use Business Texting to Retain More Clients
How to Use Business Texting to Retain More Clients
Betwext
 
32 Marketing Tips That Never Go Out of Style
32 Marketing Tips That Never Go Out of Style32 Marketing Tips That Never Go Out of Style
32 Marketing Tips That Never Go Out of Style
Rich Brooks
 
How Your "Welcome" Emails Help Generate Revenue
How Your "Welcome" Emails Help Generate RevenueHow Your "Welcome" Emails Help Generate Revenue
How Your "Welcome" Emails Help Generate Revenue
Armida Markarova
 
Email Marketing Dos and Don'ts (Series: Digital Marketing Tips for the New (o...
Email Marketing Dos and Don'ts (Series: Digital Marketing Tips for the New (o...Email Marketing Dos and Don'ts (Series: Digital Marketing Tips for the New (o...
Email Marketing Dos and Don'ts (Series: Digital Marketing Tips for the New (o...
Financial Poise
 
Referral Best Practices Presentation 4
Referral Best Practices Presentation 4Referral Best Practices Presentation 4
Referral Best Practices Presentation 4
vpaccione
 
Digital Marketing
Digital MarketingDigital Marketing
Digital Marketing
MDEASINALIF
 
Email & Social Media Productivity Hacks for Agencies: Mailigen Slides
Email & Social Media Productivity Hacks for Agencies: Mailigen SlidesEmail & Social Media Productivity Hacks for Agencies: Mailigen Slides
Email & Social Media Productivity Hacks for Agencies: Mailigen Slides
Sendible
 
First Impressions
First ImpressionsFirst Impressions
First Impressions
Hatch
 
Hatch: First Impressions in Business
Hatch: First Impressions in BusinessHatch: First Impressions in Business
Hatch: First Impressions in Business
Hatch
 
The no fuss recipe for hot referral leads
The no fuss recipe for hot referral leadsThe no fuss recipe for hot referral leads
The no fuss recipe for hot referral leads
Jamal Boularhbar
 
Customers Retention Strategies project
Customers Retention Strategies projectCustomers Retention Strategies project
Customers Retention Strategies project
Sandeep Kumar
 
Email Marketing - CASL is all about consent. What about Content, Consistency ...
Email Marketing - CASL is all about consent. What about Content, Consistency ...Email Marketing - CASL is all about consent. What about Content, Consistency ...
Email Marketing - CASL is all about consent. What about Content, Consistency ...
Marketing CoPilot - Marie Wiese
 

Similar to First Impressions Email Marketing Study (20)

5 Steps to Gaining More Referrals
5 Steps to Gaining More Referrals5 Steps to Gaining More Referrals
5 Steps to Gaining More Referrals
 
Marketing Strategies ISBDC 09
Marketing Strategies ISBDC 09Marketing Strategies ISBDC 09
Marketing Strategies ISBDC 09
 
Email Marketing and Social Media for Your Small Business
Email Marketing and Social Media for Your Small BusinessEmail Marketing and Social Media for Your Small Business
Email Marketing and Social Media for Your Small Business
 
Get More Referrals
Get More ReferralsGet More Referrals
Get More Referrals
 
Webinar 1 growing the value of your clients
Webinar 1   growing the value of your clientsWebinar 1   growing the value of your clients
Webinar 1 growing the value of your clients
 
Making email marketing effective in the lead nurturing process
Making email marketing effective in the lead nurturing processMaking email marketing effective in the lead nurturing process
Making email marketing effective in the lead nurturing process
 
7 Steps to Increase Your ROI
7 Steps to Increase Your ROI7 Steps to Increase Your ROI
7 Steps to Increase Your ROI
 
The Power of the Inbox! Tips and Tricks for Successful Email Marketing
The Power of the Inbox! Tips and Tricks for Successful Email MarketingThe Power of the Inbox! Tips and Tricks for Successful Email Marketing
The Power of the Inbox! Tips and Tricks for Successful Email Marketing
 
How to Use Business Texting to Retain More Clients
How to Use Business Texting to Retain More ClientsHow to Use Business Texting to Retain More Clients
How to Use Business Texting to Retain More Clients
 
32 Marketing Tips That Never Go Out of Style
32 Marketing Tips That Never Go Out of Style32 Marketing Tips That Never Go Out of Style
32 Marketing Tips That Never Go Out of Style
 
How Your "Welcome" Emails Help Generate Revenue
How Your "Welcome" Emails Help Generate RevenueHow Your "Welcome" Emails Help Generate Revenue
How Your "Welcome" Emails Help Generate Revenue
 
Email Marketing Dos and Don'ts (Series: Digital Marketing Tips for the New (o...
Email Marketing Dos and Don'ts (Series: Digital Marketing Tips for the New (o...Email Marketing Dos and Don'ts (Series: Digital Marketing Tips for the New (o...
Email Marketing Dos and Don'ts (Series: Digital Marketing Tips for the New (o...
 
Referral Best Practices Presentation 4
Referral Best Practices Presentation 4Referral Best Practices Presentation 4
Referral Best Practices Presentation 4
 
Digital Marketing
Digital MarketingDigital Marketing
Digital Marketing
 
Email & Social Media Productivity Hacks for Agencies: Mailigen Slides
Email & Social Media Productivity Hacks for Agencies: Mailigen SlidesEmail & Social Media Productivity Hacks for Agencies: Mailigen Slides
Email & Social Media Productivity Hacks for Agencies: Mailigen Slides
 
First Impressions
First ImpressionsFirst Impressions
First Impressions
 
Hatch: First Impressions in Business
Hatch: First Impressions in BusinessHatch: First Impressions in Business
Hatch: First Impressions in Business
 
The no fuss recipe for hot referral leads
The no fuss recipe for hot referral leadsThe no fuss recipe for hot referral leads
The no fuss recipe for hot referral leads
 
Customers Retention Strategies project
Customers Retention Strategies projectCustomers Retention Strategies project
Customers Retention Strategies project
 
Email Marketing - CASL is all about consent. What about Content, Consistency ...
Email Marketing - CASL is all about consent. What about Content, Consistency ...Email Marketing - CASL is all about consent. What about Content, Consistency ...
Email Marketing - CASL is all about consent. What about Content, Consistency ...
 

More from Tiffani Allen

Ciceron MBA- Innovation Jam 2
Ciceron MBA- Innovation Jam 2Ciceron MBA- Innovation Jam 2
Ciceron MBA- Innovation Jam 2
Tiffani Allen
 
The CMO's 2016 Digital Priorites
The CMO's 2016 Digital PrioritesThe CMO's 2016 Digital Priorites
The CMO's 2016 Digital Priorites
Tiffani Allen
 
3 Myths About Programmatic [Infographic]
3 Myths About Programmatic [Infographic]3 Myths About Programmatic [Infographic]
3 Myths About Programmatic [Infographic]
Tiffani Allen
 
9 Facts You Probably Didn't Know About Millennials [Infographic]
9 Facts You Probably Didn't Know About Millennials [Infographic]9 Facts You Probably Didn't Know About Millennials [Infographic]
9 Facts You Probably Didn't Know About Millennials [Infographic]
Tiffani Allen
 
The Business Case for Employee Advocacy
The Business Case for Employee AdvocacyThe Business Case for Employee Advocacy
The Business Case for Employee Advocacy
Tiffani Allen
 
Ciceron Presents Brand Nation: The Employee Advocacy Revolution
Ciceron Presents Brand Nation: The Employee Advocacy RevolutionCiceron Presents Brand Nation: The Employee Advocacy Revolution
Ciceron Presents Brand Nation: The Employee Advocacy Revolution
Tiffani Allen
 
Your 2015 Digital Marketing Essential Planning Guide
Your 2015 Digital Marketing Essential Planning GuideYour 2015 Digital Marketing Essential Planning Guide
Your 2015 Digital Marketing Essential Planning Guide
Tiffani Allen
 
AAF Colorado Springs Building Brand Advocacy
AAF Colorado Springs Building Brand AdvocacyAAF Colorado Springs Building Brand Advocacy
AAF Colorado Springs Building Brand Advocacy
Tiffani Allen
 
Ciceron Presents: FanatiCon!
Ciceron Presents: FanatiCon!Ciceron Presents: FanatiCon!
Ciceron Presents: FanatiCon!
Tiffani Allen
 
A Second Chance at an Email Marketing First Impression #Infographic
A Second Chance at an Email Marketing First Impression #InfographicA Second Chance at an Email Marketing First Impression #Infographic
A Second Chance at an Email Marketing First Impression #Infographic
Tiffani Allen
 
Ciceron MBA Session 5: “Are Brands in Crisis Mode or at the Beginning of a Ne...
Ciceron MBA Session 5: “Are Brands in Crisis Mode or at the Beginning of a Ne...Ciceron MBA Session 5: “Are Brands in Crisis Mode or at the Beginning of a Ne...
Ciceron MBA Session 5: “Are Brands in Crisis Mode or at the Beginning of a Ne...
Tiffani Allen
 
Digital Marketing: Keep Up or get Left Behind
Digital Marketing: Keep Up or get Left BehindDigital Marketing: Keep Up or get Left Behind
Digital Marketing: Keep Up or get Left Behind
Tiffani Allen
 
Email Marketing Isn't Dead
Email Marketing Isn't DeadEmail Marketing Isn't Dead
Email Marketing Isn't Dead
Tiffani Allen
 
Email Marketing: Do It Right
Email Marketing: Do It RightEmail Marketing: Do It Right
Email Marketing: Do It Right
Tiffani Allen
 
What to Plan for in 2014
What to Plan for in 2014What to Plan for in 2014
What to Plan for in 2014
Tiffani Allen
 
Ciceron MBA #4: “Ball, Beer & Beats: How The Twins, Surly & Rhymesayers Nurtu...
Ciceron MBA #4: “Ball, Beer & Beats: How The Twins, Surly & Rhymesayers Nurtu...Ciceron MBA #4: “Ball, Beer & Beats: How The Twins, Surly & Rhymesayers Nurtu...
Ciceron MBA #4: “Ball, Beer & Beats: How The Twins, Surly & Rhymesayers Nurtu...
Tiffani Allen
 
Retail facebook engagement [infographic]
Retail facebook engagement [infographic]Retail facebook engagement [infographic]
Retail facebook engagement [infographic]
Tiffani Allen
 
Do CEOs use social media? [infographic]
Do CEOs use social media? [infographic]Do CEOs use social media? [infographic]
Do CEOs use social media? [infographic]
Tiffani Allen
 
Roi and-the-art-of-the-agile-budget
Roi and-the-art-of-the-agile-budgetRoi and-the-art-of-the-agile-budget
Roi and-the-art-of-the-agile-budget
Tiffani Allen
 
Social Media Strategy Infographic | Ciceron
Social Media Strategy Infographic | CiceronSocial Media Strategy Infographic | Ciceron
Social Media Strategy Infographic | Ciceron
Tiffani Allen
 

More from Tiffani Allen (20)

Ciceron MBA- Innovation Jam 2
Ciceron MBA- Innovation Jam 2Ciceron MBA- Innovation Jam 2
Ciceron MBA- Innovation Jam 2
 
The CMO's 2016 Digital Priorites
The CMO's 2016 Digital PrioritesThe CMO's 2016 Digital Priorites
The CMO's 2016 Digital Priorites
 
3 Myths About Programmatic [Infographic]
3 Myths About Programmatic [Infographic]3 Myths About Programmatic [Infographic]
3 Myths About Programmatic [Infographic]
 
9 Facts You Probably Didn't Know About Millennials [Infographic]
9 Facts You Probably Didn't Know About Millennials [Infographic]9 Facts You Probably Didn't Know About Millennials [Infographic]
9 Facts You Probably Didn't Know About Millennials [Infographic]
 
The Business Case for Employee Advocacy
The Business Case for Employee AdvocacyThe Business Case for Employee Advocacy
The Business Case for Employee Advocacy
 
Ciceron Presents Brand Nation: The Employee Advocacy Revolution
Ciceron Presents Brand Nation: The Employee Advocacy RevolutionCiceron Presents Brand Nation: The Employee Advocacy Revolution
Ciceron Presents Brand Nation: The Employee Advocacy Revolution
 
Your 2015 Digital Marketing Essential Planning Guide
Your 2015 Digital Marketing Essential Planning GuideYour 2015 Digital Marketing Essential Planning Guide
Your 2015 Digital Marketing Essential Planning Guide
 
AAF Colorado Springs Building Brand Advocacy
AAF Colorado Springs Building Brand AdvocacyAAF Colorado Springs Building Brand Advocacy
AAF Colorado Springs Building Brand Advocacy
 
Ciceron Presents: FanatiCon!
Ciceron Presents: FanatiCon!Ciceron Presents: FanatiCon!
Ciceron Presents: FanatiCon!
 
A Second Chance at an Email Marketing First Impression #Infographic
A Second Chance at an Email Marketing First Impression #InfographicA Second Chance at an Email Marketing First Impression #Infographic
A Second Chance at an Email Marketing First Impression #Infographic
 
Ciceron MBA Session 5: “Are Brands in Crisis Mode or at the Beginning of a Ne...
Ciceron MBA Session 5: “Are Brands in Crisis Mode or at the Beginning of a Ne...Ciceron MBA Session 5: “Are Brands in Crisis Mode or at the Beginning of a Ne...
Ciceron MBA Session 5: “Are Brands in Crisis Mode or at the Beginning of a Ne...
 
Digital Marketing: Keep Up or get Left Behind
Digital Marketing: Keep Up or get Left BehindDigital Marketing: Keep Up or get Left Behind
Digital Marketing: Keep Up or get Left Behind
 
Email Marketing Isn't Dead
Email Marketing Isn't DeadEmail Marketing Isn't Dead
Email Marketing Isn't Dead
 
Email Marketing: Do It Right
Email Marketing: Do It RightEmail Marketing: Do It Right
Email Marketing: Do It Right
 
What to Plan for in 2014
What to Plan for in 2014What to Plan for in 2014
What to Plan for in 2014
 
Ciceron MBA #4: “Ball, Beer & Beats: How The Twins, Surly & Rhymesayers Nurtu...
Ciceron MBA #4: “Ball, Beer & Beats: How The Twins, Surly & Rhymesayers Nurtu...Ciceron MBA #4: “Ball, Beer & Beats: How The Twins, Surly & Rhymesayers Nurtu...
Ciceron MBA #4: “Ball, Beer & Beats: How The Twins, Surly & Rhymesayers Nurtu...
 
Retail facebook engagement [infographic]
Retail facebook engagement [infographic]Retail facebook engagement [infographic]
Retail facebook engagement [infographic]
 
Do CEOs use social media? [infographic]
Do CEOs use social media? [infographic]Do CEOs use social media? [infographic]
Do CEOs use social media? [infographic]
 
Roi and-the-art-of-the-agile-budget
Roi and-the-art-of-the-agile-budgetRoi and-the-art-of-the-agile-budget
Roi and-the-art-of-the-agile-budget
 
Social Media Strategy Infographic | Ciceron
Social Media Strategy Infographic | CiceronSocial Media Strategy Infographic | Ciceron
Social Media Strategy Infographic | Ciceron
 

Recently uploaded

Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
ISONIKELtd
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani case
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
Enhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: IntroductionEnhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: Introduction
Cor Verdouw
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
HajeJanKamps
 
list of states and organizations .pdf
list of  states  and  organizations .pdflist of  states  and  organizations .pdf
list of states and organizations .pdf
Rbc Rbcua
 
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fixKalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
satta Matta matka 143 Kalyan chart jodi 6366249026
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024
Adnet Communications
 
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
dazzjoker
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
pavelborek
 
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
IPLTech Electric
 
High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15
advik4387
 

Recently uploaded (20)

Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
1 Circular 003_2023 ISO 27001_2022 Transition Arrangments v3.pdf
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
 
Enhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: IntroductionEnhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: Introduction
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
 
list of states and organizations .pdf
list of  states  and  organizations .pdflist of  states  and  organizations .pdf
list of states and organizations .pdf
 
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fixKalyan chart 6366249026 India satta Matta Matka 143 jodi fix
Kalyan chart 6366249026 India satta Matta Matka 143 jodi fix
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024
 
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
 
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
 
High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15
 

First Impressions Email Marketing Study

  • 1. The First Impressions Email Marketing Study Ciceron Report, March 2013 Sole property of Ciceron, Inc.
  • 2. You have only seven seconds to make a first impression. This is why we try to look our best when meeting someone new, or why brands create amazing customer experiences. So why should your email marketing program be treated any different? The answer is, it shouldn’t. Look at your email strategy like dating. When a subscriber says, “Yes, I want emails from you” (or, “Yes, I’ll go on a date with you”) the next step is the first date. Or as we call it, the “welcome message.” Sending a welcome message shows the subscriber that you’re “into them” and eager to make a good impression. So don’t be that guy (or girl) — the one that doesn’t even show up. 83% of brands did not make a good first impression, or any impression at all What’s in a First Impression?
  • 3. Ciceron has conducted “The First Impressions Email Marketing Study,” an independent research project set up to analyze the experience a new email subscriber has with a brand. Ciceron selected 70 companies in varying industries and assessed the first 21 days of their email program experience. 41%of brands did not send any messages within the first 48 hours of subscribing 27%of brands did not send a single message over the whole 3 week period 39%of brands sent a welcome message; 15 of 27 did not make a good first impression About the Study
  • 4. Confirmation 20% Welcome 39% Nothing 41% 41% of brands did not send any messages within the first 48 hours of subscribing Subscribers are the most engaged within those first 48 hours. It is critical that you start to build that relationship by sending an immediate welcome message to set expectations and ask them to take the next step. If you are in the 41% sending nothing, you’ve just stood up your first date – and that is not acceptable. What Are Brands Sending? In First 48 Hours 27% of brands continued to send nothing over the whole three week period
  • 5. How often should you be sending messages to your audience? Unfortunately there is not a standard benchmark we can provide, because the frequency is dependent on your audience and content. To learn what is best for your audience, you should test frequency, offer subscription options or just ask them what they want. What Are Brands Sending? Over First 3 Weeks 1email per week was sent, on average, over the whole three week period
  • 6. ere is a right and wrong way to execute a confirmation message The Wrong Way Is to use a confirmation message simply to say “Thank you” for subscribing, instead take that opportunity to send a branded welcome message. It will create a stronger impression with your subscribers. ! Confirmation 20% The Right Way Is to use the confirmation message to have a subscriber confirm their subscription, complete their profile or set interests. However, once the subscriber says “Yes,” they should still be sent a welcome message. This is no different then confirming a time and place for a first date. What Are Brands Sending? Confirmation Message
  • 7. Famous Dave’s was the only brand that sent a confirmation and welcome message Confirmation message 1 2 Welcome message What Are Brands Sending? Famous Dave’s Example
  • 8. 39% of brands sent a welcome message, all within 24 hours of subscribing It’s time for your first date. So how do you make a great first impression with your subscribers? Execute these four welcome message must-haves and you will be assured a second date. Welcome 39% Immediate Gratification Brand Your Message Set Expectations Include a Call-to-Action What Are Brands Sending? Welcome Message
  • 9. Only 4 of 27 brands had a great welcome message; incorporating all of the must-haves What type of impression did brands make? GreatKey: Fair Poor What Are Brands Sending? Welcome Message
  • 10. What Are Brands Sending? Examples of Great Welcomes
  • 11. What should you be collecting about your subscribers? Again, the answer is dependent on your audience and content. But it is important that you only collect information that you will be using to provide subscribers with relevant content. If you don’t need it, don’t ask for it. Name Zip Code Personal Interests Birthday State Gender What Are Brands Collecting? Account 76% 64% 37% 33% 33% 11% 10%
  • 12. Only 37%of brands asked subscribers for personal interests and/or subscription preferences Collecting personal preferences from your subscribers not only ensures you are delivering content that is relevant to their interests, but has also proven to increase engagement metrics. You can also use this information for dynamic content and segmentation. Good Examples from Visit Florida and Hormel What Are Brands Collecting? Personal Preferences
  • 13. 4 of the 23 brands that asked for the subscriber’s birthday actually sent them a special birthday message If you have something to offer them for their birthday, this is a great value add to your program. But if you ask for their birthday and send nothing it can damage the relationship you’ve worked to build. What Are Brands Collecting? Your Birthday
  • 14. Conclusion Remember, first impressions are critical to building lasting relationships; and a welcome message is that important touchpoint for your email marketing program. You want to entice your subscribers by sending them a welcome message that encourages them to take that next step or “second date.” Having conducted thousands of email marketing and communications programs, we know that even the most simple endeavors can have a huge impact. You can also apply many of the recommendations in this study to your other digital programs. Use these key takeaways and you too can make a great impression on your audience.   ü  Collect data that you can use to delight subscribers ü  Make sign-ups and conversions easy for your subscribers ü  Send an immediate welcome message with all the must-haves ü  Be timely. And then follow-up again…quickly •  ACME Comedy Club •  AmericInn •  Arctic Cat •  Bloomington CVB •  Bluefin Bay •  Brainerd Lakes Chamber •  Breezy Point Resort •  Buffalo Wild Wings •  Canterbury Park •  Caribou Coffee •  Chanhassen Dinner Theatres •  Choose Chicago •  Christopher & Banks •  Como Zoo •  Cragun’s Resort •  Dacotah Ridge Golf Course •  Dairy Queen •  Enjoy Illinois •  Explore Minnesota •  Famous Dave’s •  Fitger’s Brewhouse •  Gander Mountain •  Grand Avenue BA •  Grand Casino •  Great Clips •  Guthrie Theater •  Hennepin Theatre Trust •  Holiday Stationstores •  Hormel •  Houlihan’s •  Lake Superior Zoo •  Las Vegas CVB •  Lutsen Resort on Superior •  Madden’s Resort •  Mall of America •  Maurices •  Mill City Farmer’s Market •  Minnesota Children’s Museum •  Minnesota Historical Society •  Minnesota Science Museum •  Minnesota Sea Life Aquarium •  Minnesota State Fair •  Minnesota Swarm •  Minnesota Zoo •  Mystic Lake Casino •  Napa Valley CVB •  Red Wing CVB •  Running Aces •  Rush Creek Golf Course •  Saint Paul CVB •  San Diego CVB •  Sleep Number/Select Comfort •  Spam •  Summit Brewing Company •  Surly Brewing Company •  Target Center •  The Depot Minneapolis •  The Preserve at Grand View Lodge •  The Saint Paul Hotel •  The Wilds Golf Club •  Toro Company •  Treasure Island Casino •  Valleyfair •  Valspar Paint •  Visit California •  Visit Duluth •  Visit Florida •  Walker Art Center •  Willingers Golf Club •  Zubaz Companies included in the study:
  • 15. About Ciceron Ciceron is a full service digital marketing, insights, and brand advocacy firm based in Minneapolis, MN. Since 1995, we’ve been helping clients use data and consumer insights to identify the right digital strategies and tactics to meet their business goals. Whether those goals are intended to build brand awareness, generate leads or ultimately, drive revenue and ROI, we’ll help you uncover the opportunities to meet the needs of your potential customers by celebrating and scaling the positive experiences of your current advocates. This study was conducted by: Julie Verhulst and Kristina Epping Contact Us Today info@ciceron.com Ÿ 612.230.3901