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
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Welcome Email Best Practices Silverpop
- 1. Using Welcome Emails to Drive Increased Engagement and ROI
- 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%.
- 8. Elements of a Welcome Email Program
- 9. Subscriber Email Touch Progression Opt-in form DOI Confirmation Email Welcome Email or Series Regular Email Program
- 17. Sample (Good & Bad) Welcome Emails & Best Practices
- 20. Net-a-Porter: Double Opt-in Confirmation Email
- 21. Net a Porter: DOI Confirmation Page – Collect Additional Data
- 22. Value proposition Resources Welcome – 4-parts will follow Login immediately Tips and community FAQ Support contact Overview
- 24. Value Proposition Key text navigation links Administrative text links Shopping link
- 25. Sears: Works Pretty Well Even With Block Images However, most critical shopping link is image only – should also be text link
- 26. Toys-R-Us: Disaster With Images Blocked
- 28. Top of email
- 29. Middle of email
- 30. Bottom of email
- 34. Welcome Series Think Series, Not Just a Single Welcome Email
- 35. Welcome 1 - Overview
- 36. Welcome 2 – Getting Started
- 37. Preferences reminder Reinforce Benefits 1
- 38. 2
- 40. REI 12-Part Welcome Series (Courtesy Smith-Harmon www.smith-harmon.com)
- 41. 1
- 42. 2
- 43. 3
- 44. 4
- 45. 5
- 46. 6
- 47. 7
- 48. 8
- 49. 9
- 50. 10
- 51. 11
- 52. 12
Notes de l'éditeur
- Net-a porter have a clear and concise sign up process They collect minimal information initially The confirmation email has clear and consistent branding On confirmation recipients are asked to provide some additional information which enables net-a-porter to further tailor content based on preferred designers What’s a shame is that net-a-porter don’t consolidate this great process with a welcome email as well
- First email provides a good overview; reminds subscriber they can update their preferences and create an account – while reinforcing benefits.
- Second email provides value through content – in this case a great guacamole recipe. Also, demonstrates search engine for recipes…and then provides a subtle product promotion for a directly related product.
- Third email carries the summer fun – guacamole and margarita theme but then moves into a more product-oriented approach. The three stages feel comfortable and natural