Back to the Basics: The Welcome Email

Back to the Basics: The Welcome Email

Back to the Basics: The Welcome Email There are 3 key elements in email marketing that have to be done right or you immediately run the risk of setting a bad tone for the rest of your email program. Your brand must have permission to send emails to your subscribers. Make sure that the process for them to give you their email address and subscribe is, without question, simple and intuitive, and not just for you the marketer. You need to have a Welcome email that reflects your brand, thanks them for subscribing, provides guidance, is engaging and generates excitement for what is to come. Over the last 15 years, I have blogged, talked, presented and even yelled at the top of my lungs about the importance of a well crafted Welcome Email. The Welcome Email is most likely the highest engaged email in your program and it immediately introduces the subscriber to your brand and everything that is...
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Trending Inbox: The Patagonia Brand Promise Delivered To The Inbox

Trending Inbox: The Patagonia Brand Promise Delivered To The Inbox

Trending Inbox: The Patagonia Brand Promise Delivered To The Inbox A company’s brand promise is something that connects your product or service with your purpose, your positioning, your strategy, your people and more importantly your customer experience. Some brands do it well in certain channels and some brands don’t. Over the last 10 years, I have talked about ways to extend and execute your organization’s brand promise in email. It’s hard to do and it’s especially hard to do at the beginning of the relationship.   I have been signing up and collecting welcome emails for nearly 15 years and have only seen a handful of companies who in the first email to their subscriber clearly convey what their brand is all about and the promise it makes to its customers. Patagonia has long been on my list of companies whose email program has consistently been successful in humanized messaging both in imagery and voice. I have been a subscriber to their program...
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3 Tests to Perform on Your Email Program Now

3 Tests to Perform on Your Email Program Now

3 Tests to Perform on Your Email Program Now To test is to learn, and for the last 15 years people have beaten the email testing drum so hard and so many times, that it’s a lot like having echolalia. In keeping with that beating drum of “test, test, test" here are 3 key tests to perform on your email programs today. If executed right they can provide a lift in performance, and produce a new and improved control for you to continue to test and optimize. 1. Welcome Email Resend If you don’t have a Welcome email for your program, shame on you. Not only is this the first impression the new subscriber has with your brand (through email), but it’s quite possibly one of the most profitable in terms of Revenue Per Email. When I managed triggered and transactional email at Sears and Kmart, Welcome emails contributed around $7,000,000 a year to the program (yes…it had a discount…but we also tested...
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How The Daily Deals “Fading” Business Model Affects Email Marketing

How The Daily Deals “Fading” Business Model Affects Email Marketing

The daily deals business model is in trouble and many people are claiming that their doomsday predictions of 1 or 2 years ago are now coming true.  Last week Groupon reported another quarter of disappointing earnings and while the other daily deal companies are not disclosing anything, my assumption is that they are dealing with some significant issues as well.  Deal and particularly email fatigue could be settling into their subscriber/customer base and along with the increasing pressures of merchants not wanting to strangle margins might be coming back to bite the daily deals/local commerce space. I left Groupon over 2 years ago and have been silently following the marketplace as it has evolved, especially around how companies are "doing" email.  By in large, most daily deals/local commerce sites are still relying on the promotional push at 5 am to sustain their business while I see no attempts to re-engage me or get me excited about their brand via email.  I...
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