I know that many of the “big voices” in email marketing speak about their surprise that many big retailers and companies simply forget about the welcome email. I am definitely one of them. Simms Jenkins, writer of “The Truth about Email Marketing,” is one of them as well.
I mean, how obvious is it to have a welcome email? Apparently not obvious enough.
At Western Governors University (where I work as a copywriter), we call it the “Golden Hour.” Within an hour, we try to make sure the welcome email hits the prospective student’s mailbox. It’s not rocket science; it’s about hitting them with a confirmation of their interest and trying to get them to act.
Jenkins writes in his book:
Subscribers like to know that the process worked and, like bringing cookies to a new neighbor, feel welcome.
Seems like a simple enough idea. Think about it: a person who requests to receive more information via email is more interested in that moment and the few moments after than they will be a week from then (at least most likely). Missing the boat on a first communication can be death.
Let’s look at Target.com for a minute here. I asked to join their email list and it took a week to send the welcome email. Here’s what it looks like:
It’s not a bad welcome email; the big issue is it comes a week too late. It’s also missing a few things that might get some buyers. I take the email to further task here: The Email Zoo.
To sum up Simms Jenkins’ ways you can use a welcome email to your advantage, here are the 9 ways it works for you:
1. Timely
2. Can confirm sign-up (There is an argument of single opt-in versus double opt-in. Check out the Email Marketers Club for info on that)
3. Offer an incentive (whatever matches up to your brand the best)
4. CAN-SPAM Compliant (click here to see Wikipedia’s explanation)
5. Capture your brand
6. Include personalization (I pose the question of “When does personalization get too personal?”)
7. Boost deliverability (whitelisting requests are always a good idea)
8. Tested and revisited regularly (meaning the welcome email is likely to be among the highest opened, so a great place to check content with statistical significance)
9. Acted upon (with regard to unsubscribes, etc.)
I don’t want to steal too much of Simms’ thunder here. His book is phenomenal. If you’re a seasoned pro or looking to get into the profession, I highly, highly recommend “The Truth about Email Marketing.” I’ve been told by a friend and soon-to-be mentor (whether he likes it or not), John Caldwell, that this book is a great source of information.
Go buy the book on Amazon.com now, seriously ->
You won’t be sorry. And oh, by the way, don’t forget your welcome message.
{ 3 comments… read them below or add one }
Scott – thanks for your kind words. I am thrilled yuo found the book helpful.
We learn from each other, my friend! (and I’m flattered)
We certainly do learn from each other. And I’m never going to be shy about touting a book, movie, article, or person that I think provides readers and the world some intrinsic value.
Thanks for the comments. If you two ever want my opinion on something, or just have an idea that you’d like me to rant about, let me know!