2. Alex Williams
Sales & Strategy | eROI
Blog: ReturnOnSubscriber.com
Twitter - @alexcwilliams & @eROI
Linkedin.com/in/emailmarketingstrategy
3.
4. 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*
5.
6. What’s the value of an email address?
- Email Marketing: an Hour a Day by Jeanniey Mullen and David Daniels).
18. Every Page is a Landing Page:
Tips for Opt-In on your Website
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
25. 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”)
26. Thank You Email: Business Reasons
1. Immediate Recognition
2. Education for the Uninitiated
3. Tests Email Address Validity
4. Begins Behavioral Profile
27. Thank You: New Account
60% of new Twitter users drop the service within just one month.
- Nielsen
28. Thank You: Registration
Thank Them
Confirmation of Success
Provide Account Details
Cross Promote
Link to Preferences
29. EventBrite:
Thank You/Welcome
Branded “From”
and Email
Confirmation
Account Details
Tools & Resources
Link to Preferences
30. 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.
31. Welcome Emails drastically out perform
Standard Emails on every metric:
Open Rates: 145% Increase
Click Rates: 165% Increase
Conversion Rates: 442% Increase!
32. The Welcome Email: Business Reasons
1. Continued Conversation
2. Exposure to Additional Services/
Cross Promote
3. Subscription Management/
Progressive Profiling
4. Opportunity to Award/Reward
33. Welcome messages generate
superior open rates and,
done well, create a halo
effect that boosts subscribers’
engagement with subsequent
promotional and trigger
emails.
37. At the minimum, send the
Welcome Email within
hours.
Ideally the first message
should be received within
10 minutes of completing
the opt-in process.
40. Eight 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
50. You have 3 chances to set the
relationship before you lose 80% of
your future email marketing
performance.
- Email Marketing: an Hour a Day by Jeanniey Mullen and David Daniels).