pour optimiser mes mailings

1. Email Marketing Best Practices
“Party Like it’s 1999”– Just Don’t e-Mail That Way

2. Welcome Messages
First impressions
Compliance matters
Viral opportunities
Subscriber control
Subject lines

3. First Impressions
Welcome messages represent a marketers’ first
impression to their subscribers
They must go beyond saying “Hello” and “Thank you”
First subscriber touch points represent a prime
opportunity for marketers to reinforce the benefits of
their email programs (why they should open, read, click
and buy), set expectation and promote brand
awareness
Effective welcome messages quickly engage with their
subscribers and generate satisfying experiences

4. A Great
Example…

5. Compliance Matters
Welcome messages are the first greeting to a marketing
program so they should be treated like marketing emails
They must:
• Be relevant
• Be On topic
• Carry a consistent design
• Provide an opt-out option
• Include a privacy policy
• Include a physical mailing address
• Ask subscribers to add you to their address book
(called, “White-listing”)

6. It’s Never Too Early to
Start Being Viral
Welcome messages as a rule are not the best place to
encourage forwarding because the marketer has not yet
earned a high brand or value position with the
subscriber
However, take every opportunity to encourage
subscribers to pass it along using
• Included viral links – Make the link Easy to Find
• Forms - Include a one-step form where users can
include a personalized message

7. Subscribers Love Control
Allow subscribers to manage their settings
Preference centers allow subscribers to:
• Set their choice of frequency
• Choose an email format (HTML or text)
• Update their email address and profile info
• Subscribe to other useful options

8. Make Subject Lines Stand Out
A key element of welcome message success is the
email’s subject line
Along with the from address, subject lines are a major
factor in influencing subscribers’ decisions to open and
read email
Optimize Your subject line -
• Make it enticing and actionable
• You will establish dominance in the inbox
This Welcome message subject line is the first touch
point in the subscriber-marketer relationship –
• Use a Friendly Greeting

9. Make Subject Lines Stand Out
Mention any Welcome Offer, Gift or Relevant Benefit
Follow Best Practices:
• 55 characters or less
• DON’T use ALL CAPS
• DO Test
• Use your company name to reinforce your brand
message

10. Welcome E-Mails
with 21st
Century Style
Amidst increasing competition it has never been more
important to:
• break through the clutter
• consistently drive response
• encourage brand loyalty
• Welcome messages are your first opportunity to do this
Welcome messages can be the driver of response and the
first step towards establishing relevancy
Subscribers who find your welcome message useful and
informative:
• know what to expect from your email program
• are more likely to open and click on future messages

11. Missed Opportunities
25% of marketers don’t bother to send welcome messages at all
Of the 75% that do,
o only 14% include a welcome offer or incentive to make a purchase
o only 50% mention the welcome offer in their subject lines.
37% don’t include white-listing instructions in their welcome
messages
Only 2% provide information about the frequency of their email
programs
30% don’t include an opt-out link in their welcome messages
81% do not personalize their welcome messages
Only 12% include forward-to-a-friend (FTAF) links
• 35% neglect to include information about how subscribers’ email
addresses will be used or link to a privacy policy
in their welcome messages.

12. To learn more about how Bayshore Solutions
can help your web results with a solid and
integrated E-mail marketing strategy,
Contact Us Today
866-352-4791
www.BayshoreSolutions.com