Aloha Welcome Email & Unsubscribe Best Practices
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The document discusses the importance of welcome emails in engaging subscribers and minimizing opt-outs, highlighting practices for effective email conversion and brand perception. It outlines goals, timing, content suggestions, and best practices for both welcome and unsubscribe processes. Additionally, it emphasizes the need for a clear and easy unsubscribe procedure, while offering insights and resources for developing a world-class welcome program.
![Sample From NamesFrom Names:Use the same from name as regular emailsSimple, logical and trusted brandFrom Name/AddressAgain, use same as regular emailsAvoid ugly, number-oriented if possibleGood Examples:Olive Garden [newsletter@olivegarden.com]MBNA America [MBNA@cardsatisfaction.com]Magazines.com [offers@magazines.com]Questionable Example:Penny at MarketingProfs [support@marketingprofs.com]Service@wedding.orders.com](https://image.slidesharecdn.com/alohawelcomeemailunsubscribebestpractices-100722180114-phpapp01/85/Aloha-Welcome-Email-Unsubscribe-Best-Practices-29-320.jpg)
Aloha Welcome Email & Unsubscribe Best Practices
- 1. Aloha: Welcome Email and Unsubscribe Best PracticesTwitter Hashtag #SPOPAloha
- 2. Speaker and AgendaLoren McDonaldVP, Industry RelationsSilverpopKumu (“teacher)Welcome EmailsUnsubscribe ProcessQ & A
- 3. Why Aloha?aloha (ah-low-ha): A greeting, hello or goodbyeThe “hello” (welcome process) is an important driver of early engagement and minimizing the “goodbye (opt-out)
- 4. Aloha (Hello): Welcome Emails
- 5. When Harry Met Sally…“We're talking dream date compared to my horror. It started out fine, she's a very nice person, and we're sitting and we're talking at this Ethiopian restaurant that she wanted to go to. And I was making jokes, you know like, "Hey I didn't know that they had food in Ethiopia? This will be a quick meal. I'll order two empty plates and we can leave." Yeah, nothing from her not even a smile.”Harry
- 6. Welcome emails may be the most important email your company sends.
- 7. Conversion Impact from Welcome Emails Text
- 8. Single email
- 9. IT Generated
- 10. No marketing messaging
- 11. HTML
- 12. 2-part email series
- 14. Promotions, education75% increase in conversions
- 15. The Email Relationship PhasesWithin two months of opt-in, the open rate typically falls 20% to 25%.Source: MarketingSherpaa
- 17. 'a 'ole (ah-oh-lay) - no, not, never
- 18. Not Much Better
- 19. Still, Not Much Better
- 21. Welcome Emails: Goals and PurposeGoalsPurposeSpeed up conversion Minimize list churnStrengthen brand perceptionReduce inactivityEducate subscriberReward/IncentInstill/reinforce trustEnable immediate “email experience”Provide administrative information/toolsSet expectations
- 23. Internet Retailer 50022% send NOemails Silverpop Study - 2009
- 24. TimingThe Good NewsThe Bad News61% of retailers deliver their welcome emails within 10 minutes of sign up, with most of those delivering within 3 minutes.*19% take more than 24 hours to deliver their welcome emails, with nearly a third of those taking more than a week to deliver.**Email Experience Council’s second annual Retail Welcome Email Benchmark Study (2007)
- 25. Timing / Cadence Immediate
- 26. Suppress regular emails
- 27. Transactional OK
- 28. Move to a series3-part seriesImmediateImmediateEmail # 13-7 daysEmail # 2Stand aloneEmail # 37-14 days
- 29. Sample From NamesFrom Names:Use the same from name as regular emailsSimple, logical and trusted brandFrom Name/AddressAgain, use same as regular emailsAvoid ugly, number-oriented if possibleGood Examples:Olive Garden [newsletter@olivegarden.com]MBNA America [MBNA@cardsatisfaction.com]Magazines.com [offers@magazines.com]Questionable Example:Penny at MarketingProfs [support@marketingprofs.com]Service@wedding.orders.com
- 30. Subject LinesGood/OKNot So GoodWelcome to Fetchdog! Take 10% Off Your Next OrderBrandedImmediate value propositionWelcome to Art.com - Take 20% Off TodayBrandedImmediate value propositionWelcome to Sears.com Email Savings!Email program is brandedImplied value propositionWelcomeNo brandingNo mention of email programNo value propositionThank you for signing up!Signing up for what?No branding
- 31. Design/Format
- 32. Image Blocking
- 36. Simple Text
- 37. Big & Small
- 38. Content Blocks
- 40. Welcome Email – Betty CrockerCross promotes their newsletters in case you didn’t sign up when you registered for the website
- 41. Great use of imagery
- 42. Coupons
- 43. Star Ratings
- 44. Recipe Box
- 45. Best Practices Followed:
- 46. Primary message is view-able in an images off environment
- 47. Email comes from Betty Crocker (From Address).
- 48. Includes personalization (first name)Content/Purpose
- 49. Email address addedAdd to address bookPrivacy assurance and linkLink/instructions on how to change preferencesHow to get startedWhen the first email will arriveResources, key links“Your gift” incentiveUnsubscribe linkReinforce value propositionUpsellCall to action/”offer”Etc….Sample Welcome Content Checklist
- 50. Incentive
- 51. Get Started
- 52. FAQ
- 53. Benefits
- 54. Payment Options
- 55. Personality
- 57. Offline Purchase
- 58. Cross Sell
- 59. Things You Can Do
- 60. Welcome Series
- 61. Fossil #1 immediately after opt-in
- 62. product info
- 63. sales
- 64. special offersFossil #2 5 days after opt-in
- 66. store locations
- 67. request catalog
- 68. create accountFossil #310 days after opt-in
- 69. 24/7 shopping
- 70. Gift cards
- 71. FeedbackTafford #1Welcome to the Tafford Community
- 72. Tafford #2Three Reasons You Will Love Tafford + A Special Offer
- 73. Tafford #3Personalize Your Tafford Experience
- 74. 2009 Welcome Series Indexed Results…Welcome #1 Performs 6X Better!
- 75. Aloha (Goodbye): Unsubscribe Process
- 76. Why Recipients Unsubscribe Too Frequent
- 78. Also, lack of email address change functionalityJupiter Research (now Forrester)
- 79. Aloha (unsubscribes) are a good thingIf unsubscribing is not easy, you risk:
- 80. Keys to Unsubscribe Process?
- 81. Administrative Footer - ObviousMake sure links are not just images
- 82. Euphemisms – lolo (crazy, stupid)Where’s the unsubscribe link?
- 83. Don’t Require Magnifying Glasses- Tiny, tiny and buriedAppropriate font size
- 84. Easy to read font colorLink at Top of Email - Depends Use if high complaint rate
- 85. Potentially only with specific ISPsPupuka (Ugly) Opt-out Page
- 87. Note Timing to Minimize Complaints
- 88. “You’ll still receive transactional emails”
- 90. Goodbye doesn’t have to be pupuka
- 91. Golfsmith – Branded and HelpfulWeb site wrapper Names specific list
- 92. Link to preferencesSo What are the Alternatives?Typical retention is 20-30%
- 93. Alternatives at Opt-out?Silverpop Study of Internet Retailer 500 - 2009
- 95. Email Frequency
- 97. Multiple Lists
- 99. Why Are You Unsubscribing?
- 100. Kraft
- 101. Office Depot
- 103. RSS or catalog option
- 104. Contact info.Parting ThoughtsCreate a world-class welcome programTest elementsMove to a seriesMonitor impactMake it easy to unsubscribe, but easier to stayUnderstand why subscribers are leavingImprove core email programFocus alternative options on key reasons they are leaving
- 105. pau (pow)Finished, all done.
- 106. ResourcesResource CenterWhite papersWebinarsBlogsCase studiesNewslettershttp://www.silverpop.com/marketing-resources/index.htmlMany presentations on SlideSharewww.slideshare.net/Silverpop
- 107. Q & A / Reminders & ContactsLoren McDonaldlmcdonald@silverpop.comTwitter: @LorenMcDonaldwww.silverpop.comTwitter: @SilverpopWebinar Hashtag: #SPOPAloha
- 108. Mahaho!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.comToday’s Webinar Hashtag: #SPOPAloha
Editor's Notes
- #2: Aloha: Welcome Email and Unsubscribe Best Practices
- #11: The worst welcome email is to not have one at all.
- #51: Tafford’s first welcome email generates 6 times the revenue of one of its regular broadcast emails to its entire list. Second welcome email 4.3 times more revenue, with the third less than half one of their broadcast emails. Combined, however the 3 emails generate roughly 10 times the revenue from a single Tafford’s broadcast email to their entire list.