Topic: Welcomes and Email Automation

Whiskey & More has a brilliant welcome email. It’s on brand, concise, humorous, tells you everything you need to know, sets the right expectations, and it does it all in about 60 words.

Why this email is particularly brilliant is that they state that they won’t inundate your inbox with emails,  because they are ‘too busy sussing out great deals on whiskey’.

Which surprisingly, contrary to pushing people away, is actually comforting for the subscriber because it sets expectations up front that they don’t need to be afraid of them flooding their inbox, and drives home the concept that these guys are focussed on what they do best and as a subscriber that makes me feel even more confident in them and their products and services.

It makes me look forward to the very infrequent emails I will be receiving, because supposedly they will be packed with some fairly impressive whiskey deals, and really from a whiskey company that is what you sign up for right?

Whiskey&More

Click on the image to see the full version of the email

 

Vroom Vroom!! The copy in this email is certainly a lot better than the headline of this post anyway.

I read something the other day that said if you are not cracking up laughing when you read your email, it’s too dry and it’s probably got too much marketing speak in it.

Well this email does the best job I have ever seen of doing exactly the opposite. The email is humorous, personable, dobs in the company bosses, claims Chuck Norris built their mobile app and offers support for Facebook addicts via their Facebook page. Well they had me at hello – I personally don’t know this company but their email has made me laugh and I now want to download their app and like them on Facebook.

To see the full version of their email click the image below and enjoy this fantastic copy for yourself.

 

 

What do you think of this email? And have you seen any better copy examples?

Every day you face a multi fold challenge in finding the time, the budget and the staffing resources to apply best practice email marketing practices. The big question is how to send hundreds, or thousands of emails, and still manage to ensure they are timely and relevant, and provide the ROI you are looking for?

The answer is to automate! Automated, or triggered, emails are the highest performing type of emails. How do they work exactly? Unlike traditional broadcast emails, such as the monthly email newsletter, these emails involve setting up criteria that when met, a message is automatically sent. They are usually always action based,  which means the driving force behind these emails are around the subscribers behaviours, interests, demographics and buying behaviour.

So incorporating such individual criteria into your triggered emails gives you benefits such as:

Increased relevance – the emails directly reflect the interests or actions of the subscriber, making them inherently relevant and timely for that individual. By providing extra value on an individual level you drive up engagement and open rates because your customers start to look forward to your emails for the valuable content.

Increased frequency
- they are triggered every time someone takes an action they are more frequent than your once a week newsletter, and as the subscriber may not enjoy getting the newsletter every day, they will be happy to receive an email relating to their recent purchase, and their upcoming birthday, two days in a row, because it’s personalised to them and means more.

Increased ROI, and more time for your staff, because everything is automated!

So really it’s not surprising that these automated emails, which are so perfectly timely and relevant, have the highest engagement rates, and they deliver a much better ROI than your usual emails.  And did you know birthday emails have even higher engagement rates than all other types of triggered emails – making triggered birthday emails the most effective of all.

So what sort of triggered/ automated emails should you be sending? We list the TOP 5 below with links to blog posts on each which include all the key information you need to know:


Welcome/on-boarding emails

Cart Abandonment emails

Re-engagement Emails

Reminders or re-order emails

Birthday emails

Want more?

Triggered emails are the workhorse of your email marketing

Why event driven email is awesome

 

Back in 2008 we saidWelcome emails have a huge advantage in that they are the most opened of all emails you’ll ever send

Back n 2010, we saidThe email you send to welcome a new subscriber or customer is always the most read email you will ever send

Back in 2011, we saidThe welcome email is the most important email you send because for many of your subscribers, it’s their first email experience with your brand, and perhaps their first interaction with your company

In 2012, we saidEmail provides the highest ROI of any digital marketing channel, and that welcome emails provide the highest ROI of all

Whether it’s the first time someone registers for your e-newsletter, the first time they walk into your showroom, or their first on-line purchase, first impressions can make a huge difference to whether the prospect is ‘in’ or ‘out’ of your on-going eDM program – and with lifetime value measurements, your on-going revenue!

We have been writing about welcome emails for years. It’s always good to recap so we thought we would bring all our welcome posts together and all the best and worst welcome email examples we have collected and give you a grand line up of welcome emails. We have gathered more examples of welcome emails for you to look at, comment on, learn from and copy for your own welcome email program. We have underlined key areas of each Welcome email, and each thumbnail links to a larger version of the email image. Also each company name below links to their website.

Example 1: We Heart It is a new site like Pinterest, that allows you to find and collate images and share them. I just signed up the other day and they sent me this nice welcome email. It is a clean, simple email that covers what it needs to, introduces you to the site and provides some key links for the subscriber, including links to download their app.

Example 2: Polyvore is a fashion site where you can create outfits, collate items that you like, mix and match products and share it with others while offering brands insight into their customers. Their welcome email, like WeHeartIt, is a clean, simple email that covers what it needs to, introduces you to the site and provides some key links for the subscriber, including links to download their app.

Example 3: KNOW from Positively Wellington Tourism is a top quality e-newsletter that features all the latest events, places, people and news that is going on in Wellington. The KNOW welcome email itself is simple yet smart. It  clearly and concisely sets the expectations to the subscriber the frequency of communication, the type of content, reminds you of the email address you registered with, it links to key content on their site, they invite you to connect with them on all their social networks, it even allows you to invite friends. They even link back to the subscribe page in case you forward this email – allowing a clear path to subscribe if the friend you forwarded it to wants to sign up too. We can’t find a thing wrong with this email, can you? (Disclosure: KNOW is a client of our agency, Jericho)

Example 4: Anthropologie is an office favourite here at Jericho. We love the gentle design and the clever copy in the Anthropologie emails. The Welcome describes the frequency and content of the emails, and they invite you to help the emails arrive by adding them to your address book.

Example 5: Alice is the shopping site where you can buy all your non-perishables, leaving you free to get your fresh supplies from your local markets. The Alice Welcome email includes clear calls to action to get started – the best place to do this is in the welcome email. Could improve: They mention emails they will send that are related to your activity, but no mention of what else they will send or how frequently.

Example 6: Old Navy  If a Welcome offer for your first purchase is what you are after, Old Navy is here to help with 20% off your first purchase. In their welcome email they link to their family of brands, to their Social Media profiles, and offer T&C’s for the promo. Could improve: There is no description of email frequency or content, and there is no way to share the email to your social networks which means missing out on the newly engaged readers propensity to share right when they are most excited to meet you.

Example 7: Rachel Zoe  earns a special mention before we even examine the Welcome email. That’s because as you’ll see if you visit the site, the home page is all about the email registration. It is unthinkable how many websites we find that force you to search to sign up for email. The best email marketers (including the GAP family of sites) use the priority real estate of their home page to sell you to the sign up. If you make money sending email then your number one goal should be to get the email address of your site visitor. Sure you want them to look around, but if you get the email address you get the chance to make your case time and time again… This Welcome email does a number of things right. It welcomes warmly. She sets expectation of frequency, and content. She covers the housekeeping with how to get the email delivered to you and tell your friends, and a nice obvious unsubscribe too.

Example 8: The Whiskey Shop email is a basic looking email with a value-add which incentivises the registration, The Whisky Shop from Auckland nails a great Welcome on a low budget.


Example 9: Underground Skate has a basic email that covers what it needs to and major subscriber engagement – works so well because of the style, and copy. In fact their copy is so good we have previously done a whole blog post on it which you can read here.

 

Example 10: Outstanding in the wrong way this welcome email misses the mark in almost every way. Dull, unengaging and confusing. It was also sent in the middle of the night long after I had subscribed. This is a major Government department and although we expect them to be a bit behind there is simply no excuse for emails like this leaving the building. The newsletter it prefaces is a useful and important communication, however it is let down by this welcome email. Check out the reply email address. Not only am I unlikely to retain this email for future reference, as am I commanded to do, I am actually a little bit frightened of it.

We would like this to continue to grow into the best resource for welcome email examples on the blogosphere. You can help! Comment on these ones, and send examples of emails you have received, good or bad, email us!

You can just sit there and watch those carts pile up and those potential customers walk away…

OR

You could be really proactive and create yourself a cart abandonment email like Shoes of Prey did. Who are Shoes of Prey? It is a site where you can design and create your own shoes and get them delivered. You can check out their awesome email on the right – just click on the image.

Did you know the average shopping cart abandonment rate in the US is 65%! That is 65% of your potential clientele that is leaving right now and maybe not ever coming back if you don’t have an automated cart abandonment program in place.

However some companies have reported that following up with those abandoners by email yields a 50% conversion rate, and that their cart abandonment programmes account for one third of the total of yearly email converted sales! Wow, let’s get started!!

Let’s just back up for a moment….. What exactly is shopping cart abandonment?
It is where someone has started the process of purchasing something through your ecommerce store and for some reason they have not completed the purchase.

What are some of the key reasons people abandon their carts?
The top reasons are as follows:
44% is because the shipping costs are perceived to be too high
41% are just not quite ready to make the purchase
25% decide the price is too high or may have seen it cheaper elsewhere
24% want to save them for consideration

How exactly do you structure this ‘cart abandonment programme’?
Some companies have cart abandonment email program that spans a few days, where the first email goes out on day 1, the second email goes out on day 3 and the third email goes out on day 5. That seems to be best practice.

When exactly should the first cart abandonment email be sent?
Some experts recommend that you send it between 1-2 hours after abandonment, and up to 24 hours at the latest. For the second email, 3-5 days later is good, and for the third and final email, 1 week later is appropriate.

How many emails should you send?
It’s recommended you send 1 at the minimum, 2 emails is even better, 3 is ideal, 4 or more emails may just too many.

Is incentivizing the emails a good idea?
the reported conversion rate is the same on all three follow up emails without an incentive, so be sure to incentivize your emails. The experts say use incentives but do it with tact and caution. Best practice is to include an incentive on the 3rd email of the sequence.

What else should you include in your emails?
Include clear ‘reminders’ and prompts throughout your email, such as ‘see your shopping bag’ or ‘forgot something’? Or ‘shop now’, or ‘still deciding’? or ‘you have 48 hours left to snag your buy’.

What should our emails say?
Ensure the tone of your emails is friendly, that you offer reassurance, to settle any fears about refunds, or secure purchasing, or consumer guarantees, to cover off any of the reasons that the customer may be shying away from buying.

What about the all-important subject line?
Again like the copy, include prompts or reminders – here are some examples:
Free shipping if you complete your order in the net 24hours
You still have items in your cart
Forgot something?
A reminder from (Company Name)
Your cart is getting lonely
We are still holding your items for you
Items in your cart are still available for purchase

In summary:
Be humorous, but be professional too. Be sure you are being completely clear in your copy, subject line, call to action, and feel free to offer an incentive. And if you want to look at implementing such a programme you can start by creating a single email to start with, roll that out, test it, optimise it, analyse how that works, then perhaps add a second or even a third email into the series later.


PS – 87% of consumers abandon their carts, but 75% say they will return to complete their purchase later. So don’t panic. And don’t worry you are not alone, because just 40% of companies have such an email ‘re-marketing’ technique in place.

Marketing Sherpa recently released the 2013 Marketing Benchmark report. It’s the latest and most comprehensive collection of email marketing research stats and insights in market.  We bought it and whilst we can’t reproduce it for you due to copyright reasons, we are happy to share some of the findings.  You can also get an excerpt of it here.

As Marketing Sherpa says, “email is a venerable tactic that is often dismissed as being too rudimentary for today’s focus on real-time information. Yet, email continues to endure, and even thrive, under such scrutiny, continually proving its worth through better delivery practices, more advanced design, and strategic integration with other channels”

A few of the key insights from the report are:

60% of organisations using email reported that email marketing is producing a positive return on their investment (ROI)

83% report they are involved with tracking, reporting and analysing their email metrics – yay – no ‘set and forgets’ around here! And the metrics that organisations track the most? Clickthrough rate and open rate are the most popular by far, both sitting at around 90% – the next most measured metric is unsubscribe rate at 75%.

It appears that content is still king – the most effective tactic of all is content and in particular for B2B marketers, whitepapers and other premium content was considered the most effective of all. As we have said before, it is still not worth sending an email unless there is content worth reading, sharing or discussing. And this is shown as a key goal as 67% report that the top goal for the next 12 months is to deliver highly relevant content.

And for the biggest question of all – which is the best day to send? Well the results are in! Tuesday (At 26%) and Wednesday (At 23%) were, by far, considered the most effective days to send overall.  We find that this depends on the business you are in to some degree – read our earlier analysis here.  Further, retail email with a mobile friendly design is showing good results when sent on a Saturday or Sunday.  We see that while the open rates may be slightly lower, the click through and action rates can be very strong indeed.

Despite the rise of ‘mobile’, 58% of people are still not designing emails to render differently on mobile, let alone mobile specific versions of their emails.  However that same 58% recognises the pervasiveness of smartphones and tablets and they expect that mobile will dramatically affect or change their email marketing program in the next 12 months.   And with the continuing rise of the use of mobile as our primary device, it is not surprising to hear most say that they realise all their email designs and strategies need to be revamped for mobile compatibility.

But mobile isn’t everything – Social Media is only 1% behind mobile at 57% as the next most important aspect, and most recognise social media as a primary communications tool and is becoming one of the main ways they interact and engage with their audience.

82% believe their list is growing slowly or not all.  Data ages, people change and your list shrinks.  Without a process for active planning for acquisition and a continual focus on growing your list, your list will shrink and the quality will deteriorate. Keep in mind that both paid search and co-registration programs performed poorly in comparison to other list growth tactics such as offering exclusive content or using the good old website registration page.

And in terms of improving your email deliverability? This area is lacking somewhat. 60% of you provide an easy unsubscribe process, (But that’s still 30% of you who don’t) And only 50% of you remove bounces, and worse still only 40% report they regularly clean their lists. There is some work to be done here!

What about triggered emails? This powerful area of email marketing often brings the greatest results however it is sorely underutilised. Just 50% of respondents report they deploy welcome emails. That is 50% of people who don’t! And most other types of triggered email activity are only being used by 19% – 35% of respondents. Overall, surveyed marketers did not appear to commonly re-engage subscribers, as just 15% indicated their organisations sent win-back emails, and just 9% sent shopping cart abandonment reminders. That leaves a lot of room for improvement.

One of the biggest things that may be stopping people achieving all their email marketing goals is the fact that 54% report inadequate staffing resources, expertise or time, as noted in this comment: “Our greatest challenge is time. We have been doing email campaigning for about 18 months, so we are still learning. We have a robust database but lack time and resources to mine it like we could.”

One other area of concern that came out of this report was a lack of capability to properly segment and target recipients, as little more than half of respondents indicated they could segment their lists by email engagement behaviour (55%) or purchase history (53%), and just 38% said the same about user-declared personal preferences. Even fewer (28%) could segment based on user device habits. “This is telling, as it shows a distinct gap between marketer actions, and the wants and needs of subscribers”

So what’s the bottom line? “Email remains a marketer’s most effective tool in terms of content reach. But, even the widest-cast net won’t produce results if your readers aren’t compelled by your content, or, even worse, aren’t receiving it at all. Proper list growth and management, alongside engaging, consistently delivered content, are the keys to maximizing email effectiveness.”

Good on Australia’s ACMA for issuing this timely and detailed reminder that set and forget for email marketing best practice isn’t enough – you need to plan, set, check, plan, set… Here is there great clear minded advice on ensuring your email program is high quality and effective.  The ACMA blog post is here.

Many businesses use email marketing templates that automatically incorporate their contact details and an unsubscribe facility; information that is required by the Spam Act. But it’s still important to test your campaigns to make sure everything is working properly. All too often, we encounter e-marketers who don’t know that their unsubscribe or contact details have ‘dropped off’ their template.

One of the most effective ways to protect your reputation is to do regular quality assurance checks of your e-marketing campaigns and processes.

Quality versus quantity

How you conduct quality assurance will depend on a number of things:

>       the nature of your business

>       your systems and resources

>       the nature and number of e-marketing campaigns you conduct.

Ideally, every e-marketing campaign would be quality-assured, but in some cases this may not be possible. You need to weigh up the risks to your reputation if you breach the Spam Act and with the number or percentage of messages that you consider appropriate to review.

Quality assurance 101

Having overseen a number of enforceable undertakings and conducted a lot of investigations, we have a pretty good idea of what you might want to include in your quality assurance. Think about including the following steps.

1.    Audit your campaigns

Your business may not have a single department or person handling all of your e-marketing activity, making it a real challenge to keep on top of the e-marketing rules. So we strongly recommend that your quality assurance includes an audit of all campaigns conducted:

>       Record the total number of messages sent in the period.

>       Keep a copy of each campaign (if possible), including the number of messages sent, format, date, sending address, subject and content.

>       Keep records of which messages were sent to specific electronic addresses.

2.    Confirm consent

A fundamental rule of the Spam Act is that your e-marketing messages must be sent with consent. Consider:

>       how you gather consent

>       what information you give to recipients when you collect consent

>       how your system handles and records subscriptions, unsubscriptions and re-subscriptions

>       how long you’ll rely on consent for, blacklisting, the consequence of making a purchase and your account management tools.

You should also review your current records. They should clearly identify if:

>       A person has given consent—and also show that you have proof.

>       A person has requested to be unsubscribed in the period—and if any further messages were sent more than five business days after that date.

>       There are any patterns to be aware of—like someone consistently re-subscribing and then quickly unsubscribing.

>       A person has bought an item from you—and the date of the purchase.

>       A person has contacted your business.

3.    Show your identity

Each e-marketing message must clearly identify who authorised the message and provide a way to contact the authoriser—either through information in the message or a direct web link.

4.    Test your unsubscribe functionality

Defective unsubscribe facilities are one of the most common reasons people complain to the ACMA. It’s always a good idea to check (and check again!) that your unsubscribe facility is working properly:

>       Confirm that each message includes a functional unsubscribe facility.

>       Establish a process and timetable for testing the unsubscribe mechanism (and listen to complaints to identify any corner cases that your testing might not cover).

>       Keep records of when you tested the unsubscribe facility and the outcome of the test.

5.    Review complaints

Complaints can be a great source of information about potential problems and a chance to engage in direct conversation with your customers. Consider how you investigated each complaint and what you have done to fix these issues.

6.    Offer training

Often problems with e-marketing arise because staff are not aware of the Spam Act. Do your policies, procedures and training need updating?

>       Keep a note of any relevant training you or your staff have undertaken in the period.

>       Consider the need for further training in problem areas identified through your quality assurance.

7.    Form conclusions

Writing up the outcomes of your quality assurance gives you an ongoing record of when you got things right—or wrong. It demonstrates to your management—and to regulators like the ACMA—that you take compliance seriously. Follow these steps to make sure that your business’s e-marketing is above board:

>       Record details of any issues identified in the audit and any necessary changes.

>       Draft an overall outcome/conclusion of your quality assurance.

Any questions?  We can help!  Email us or call Jericho today.


Even though it’s likely you are still focusing on your Christmas ‘recovery’ and easing back to work, it’s never too early to think about your 2013 email marketing program.

For some this year might be about reviewing your budget and allocating more resources towards your email communications program in order to set in place the best of the basics.  If you are already more established and ‘mature’  in your approach to email then you are continually reviewing your email communications program and are evaluating it to see how you can enhance what you’re doing.

Either way if you really want to power up your email marketing, below are some of the biggest shifts and trends at the moment that you should now seriously be thinking about how you could make this work better for you.

1. From mobile optimised to mobile first
Given that most email opens now happen on mobile devices, simply optimising your email message for mobile devices is becoming more of an outdated notion. On the other hand – while optimising designs for mobile is now crucial, don’t forget that context is just as important. And a mobile first approach means that landing pages and your Web site are also designed to convert mobile readers of your email.

2. From dry to juicy
Things have changed in the way customers expect to communicate with companies and what they want from them. Gone is the notion of editing content to within an inch of its life to take out any human presence and get it past the lawyers. It’s now about taking a different approach that involves sending content that educates, informs, engages and entertains. This doesn’t mean you abandon your professional corporate speak for the ‘LOL’-speak, however it’s about balance – customers just want to know they are dealing with humans that care.

3. From 1-1001 to 1-1
Batch and Blasts (where everyone gets everything) should have died out along with the Spice Girls. So it is really time to shift to automating more parts of your email program, where the subscribers themselves determine the frequency and cadence of the emails they receive through their own purchases, check-ins, behaviour and interests. It is those smart cookies that use the data they have to deliver real-time emails with truly dynamic and personal content.

4. From welcome message to boarding program
There is a shift away from firing out a ‘welcome’ message and then dumping subscribers into your main communication feed, to gently warming them up with a series of on-boarding messages that are tailored toward new recipients.

5. From one-off to email series
Did you know cart abandonment follow up emails get the highest engagement rate of all emails? Followed by birthday series emails.  Reports show a three-part birthday or cart-abandonment series always significantly outperform a single email. We have heard of people getting average conversion rates of 22%, 15% and 24% with a three-part cart-abandonment re-marketing series. How much money would it have lost if it had stopped after the first message?

Worth thinking about…. Email or call us if you want to talk strategy and email communications planning for 2013, we are elbow deep into work with many clients already and in the coming months they will be very pleased we did!

 

Getting engaged is kind of a big deal, and there is usually quite a lot of thought that goes into it.  We’ve been thinking about engagement too.

The kind that means you are ‘into’ a brand, and you are keen to hear what they have to say.

Exhibit A:  Here is an email I got from Vodafone on my birthday.

We have written about birthday emails before, and we will talk about them again now, as we know they can make such a big impact on your subscribers. (You can read a round up and see examples in our previous posts here)

Birthday emails are a great way to engage your subscribers, and make them feel special. A nice discount or offer of some kind helps too! It doesn’t have to take much effort and it’s cheap as chips;  our software platform SmartMail PRO allows you to send date-and-rule-triggered emails.  Even if you don’t automate it is also easy to create an email and send it out to individuals, at worst do it once a month for all the birthdays that month.  Or if you don’t have birthdays on the database, send an email on YOUR birthday – as long as the reader gets the gift!

One of the best campaigns I have seen sent a Happy Birthday email to the customer’s TRACTOR!  Yes it was the anniversary of that special purchase, and yes it had a positive and warm reaction every time.

Something beats nothing, it really does.

Another pretty basic way to create engagement is to ensure you are sending your subscribers what they want, so they will want to open your emails.  To work out what they want, you can use behaviour, data you have, and you can continually collect more demographic info using preference centres.

Preference centers are a great way of getting to know your subscribers better, and to update their contact details so you have their correct email address and other relevant information.

Without knowing any of this information you could be emailing cats to dog people and dogs to fish people, and sending daily emails to people who would rather hear from you once a month. Then you very quickly turn people from subscribers to unsubscribes.

 

Disengagement not only shows you are off-course with your customer, it means your emails are less likely to land in the inbox.  ISP’s are now  tracking if the email has a click or an open, and using that to help them decide if your email is good, or bad.  Eeek.  There’s another very important blog post coming up soon on that point.

So, on that note I was very impressed to see this MarketingProfs email in my inbox this month, asking me very kindly, what my preferences were:

As you can see they emailed to tell me they notice I hadn’t been opening their emails lately, and that I can easily adjust my mailing preferences to ensure I only get what I want, when I want it.

The thing  is, I subscribed to their emails under 2 different email addresses, (Not on purpose or anything it just happened) and I was reading all the emails on one email address and not the other. However there is no way they would know that. So anyway I updated my preferences, (It was as easy as clicking ‘here’) and after updating my settings I am now a happy subscriber who receives the emails when and where I want to.

About the email itself, it was written in a friendly tone which I appreciated and I felt I wanted to update my preferences just because they asked me so nicely.

It was also from a real human whose face and signature made it more personal than an automated email sent from ‘no-reply’ which I would have been more inclined to ignore.

The design was simple and on brand, and I instantly recognised who it was from, so I opened it and read it. If it was any more generic I would not have identified it as such and potentially could have deleted it.

Overall, it was a win-win.  So, how well do you know your subscribers preferences? When was the last time you sent an email asking for their preferences?

What other ways are you working to increase engagement? Let us know, or ask our team for ideas!

I recently signed up for this new start-up called Thumb. Thumb is a site where you can vote on user submitted questions and images with a thumbs up or a thumbs down. (It’s very addictive if you like giving your opinion on things!)

So, I signed up, and immediately after signing up I receive this welcome email,  and I liked it so much I wanted to share it with you.

Why is this email so outstanding, above and beyond all the other emails/sign up/welcome/confirmation emails I receive?

  • Because it is simple in its design and it makes good use of white space.
  • It is easy for me to read and digest quickly. As I read a lot of my emails on my iPhone (And so do a lot of you I imagine) I appreciated the simplicity. I have received some welcome emails with too much information and I can’t digest it as easily.
  • Copy wise, it is not too wordy, yet it still manages to give me the vital information I need to get started. This is important for the user – tell them who you are, how you can help them, what they do now, and tell them how to do it. Simply.
  • Design wise, it is on brand with a look that matches their website and app. But I would expect no less from a modern start-up. Take a page out of this book and make sure your branding is the same across the board, so for new users, they recognise you when you arrive in their inbox, and not think ‘who is this’ and accidently delete you. We don’t want that.
  • It gives me some tips about how to contribute to the site. It’s nice to give people some guidelines straight up if there are any ethics or codes they should be aware of.
  • It gives me a link to to get started, which I appreciated as an easy way to get to the site quickly. This increases engagement and for me, I think it gets people onto the site sooner than if I had just gotten a welcome note, thought great, and delete it, and forget to visit the site.

This example to me is a good all rounder, and shows me a welcome email can be both short and sweet, and effective. We look at Welcome email examples regularly on the GetSmart blog so here is a past article that’s one of the most popular we’ve ever posted.

Do you have some welcome email examples you want to share? Got your own questions about welcome emails? Give us a bell!