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

Welcome Messages

First impressions

Compliance matters

Viral opportunities

Subscriber control

Subject lines

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

A Great Example…

Compliance MattersWelcome 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”)

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

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

Make Subject Lines Stand OutA 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

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

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

Missed Opportunities25% 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 purchaseo 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.

To learn more about how Bayshore Solutions can help your web results with a solid and integrated E-mail marketing strategy,

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866-352-4791www.BayshoreSolutions.com