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1、Unboxing Must-Have Marketing Campaigns:Welcome EmailsHave you ever been blown off right from the start?Ever been“ghosted”just after meeting someonebe it a potential business contact,friend or dating partneryou really liked and thought you were hitting it off with?Whether youve experienced it first-h

2、and or just heard the horror stories,ghosting totally sucks.If you can relate,then you get why welcome campaigns arent just vital but critical to email success.Not only do they set the tone for the entire future of your subscriber relationships,they ensure those subscriber connections become relatio

3、nships.They pave the way for good deliverability(inbox vs.junk folder placement),and they create familiarity,appreciation,engagement and(most importantly)trust.Failing to send a welcome message after email sign-up or address capture is the digital equivalent of ghosting your subscribers.And we know

4、what happens to ghostersthey get blocked,ignored,forgotten or downright hated on.Unboxing Must-Have Marketing Campaigns:Welcome Emails|1Ok,so youre sending a welcome email,but is it a kick-ass welcome campaign or a vanilla,one-size-fits-all message that sounds like it couldve been cranked out by an

5、AI-driven robot with zero human intervention?(Or maybe its so bad,the AI-driven robot version would be an improvement?)Its not enough to merely send a welcome emailalthough thats better than not sending one at allyou need a strategic,personal message with zazz.Your welcome campaign should have speci

6、fic goals,you should know what they are,and it should be crafted intentionally to accomplish them.Plus,cutting-edge marketers know the welcome email is just the tip of the relationship-building iceberg,since theyre connecting it with an entire onboarding series to follow.Still not convinced?Research

7、 shows a warm email welcome is more than just polite common sense,its a money-maker.MarketingSherpa reports the average open rate for welcome emails is a whopping 50%(thats the average),making them 86%more effective than your usual broadcast messages.As if thats not enough,according to Internet Reta

8、iler,merchants that send a welcome series see 13%more revenue than those sending a single message.Any way you cut it,welcome emails put engagement and money in the bank.But,going beyond basic isnt for wimps.Lets make sure youre doing it right with a breakdown of essential ingredients,advanced tactic

9、s for welcome campaigns that soar,and a few examples of excellence along the way.Essential Ingredients1.Welcome,Introduce&Establish Identity You got itthe whole point of a welcome email is to actually make a new subscriber feel welcome,so write your subject lines,headlines and copy that way!Show gra

10、titude and appreciation like you would if you were meeting in person.Think about how youd welcome someone into your home or a special event:youd invite them in,make sure theyre in the right place,and introduce yourself so they know exactly who you are and how to recognize you again.Unboxing Must-Hav

11、e Marketing Campaigns:Welcome Emails|2Food gift merchant Fairytale Brownies welcome campaign scores!Were feeling the warm,gooey brownie love right from the subject line with my“gift inside.”The fact that were greeted as a“Fairytale Friend”and are receiving“much love”from co-founders David and Eileen

12、,plus get to actually see what they look like,only adds to the yummy goodness.Getting serious for a sec,lets not overlook the importance of establishing inbox identity.With ISPs cracking down on spam and monitoring inbox owner engagement like never before,todays email welcome campaigns need to clear

13、ly establish brand and sender identity to ensure successful deliverability.Your visible“From”name,as well as your email sending address and domain should be recognizable entities to subscribers,even if it means having to explain things a bit(such as a parent company domain thats different from a ret

14、ail store brand name).You dont want new subscribers blocking or blacklisting you right from the get-go because they cant connect the dots between what they signed up for and how you show up in the inbox.Fairytale Brownies Welcome With Email OfferUnboxing Must-Have Marketing Campaigns:Welcome Emails|

15、32.Confirm Actions,Manage Expectations What did you promise when you asked for an email address?Was it required as part of a mobile app download or purchase?Contest or sweepstakes entry?For access to gated content?Or were you just popping up a lightbox doling out the usual(but nonetheless appreciate

16、d)10%discount or free shipping on first purchase?Theres a myriad of ways to end up on an email list and manylike entering a contest,registering for an event,downloading content,or creating an accounthave nothing to do with intentionally signing up for email to get deals or perks.Whatever you promise

17、d,make sure youre telling subscribers thats how and why they came to be on your list,that theyve successfully completed the action,and whats in store for them next.Heres what we received after joining British Airways frequent flyer program“Executive Club”after having purchased an international fligh

18、t on Iberia,their partner airline.The animated hero shot is a catchy touch and not often seen in welcome emailsnice!More to the point,the message clearly does its job by letting us know our membership number,points status,and other useful information like program benefits and how to get their mobile

19、 app.British Airways Executive Club Welcome MessageUnboxing Must-Have Marketing Campaigns:Welcome Emails|43.Orient and Guide In the spirit of travel,your welcome email is a key inflection point at the start of a very important journeythe customer journey.Whether people ended up on your email list be

20、cause they bought or they have yet to,your goal is the same:get them to transact.As on any journey,people want to know the landscape.Theyd like to know where theyre going and how to get there,so give them a map,as well as step-by-step directions.Dont just leave them wandering in the wilderness.This

21、welcome email from eBags not only includes a hefty bounceback offer(a 25%discount on repeat purchase),but also attractively enumerates what you need to know and do next,one step at a time.A stellar touch is the inclusion of content marketing in point#4which links to juicy-good information like trave

22、l guides,packing lists,and interviews with their“eBags Ambassadors,”real people embodying different customer personas.This was no small investment to create,and we both appreciate the effort and resonate strongly with it.Rememberforging relationships is a core objective of your welcome campaigns,so

23、evoking positive emotions will go a long way toward creating attachment and loyalty.eBags Getting Started MessageUnboxing Must-Have Marketing Campaigns:Welcome Emails|54.Prioritize Key Next Steps eBags numbered CTAs in the previous example aptly illustrate this point,but what if walking new subscrib

24、ers down the garden path isnt as important as getting them to take a specific required actionlike setting up a profile or accountbefore anything can happen that generates value for either of you?Or,what if you have a BHAG(big hairy audacious goal)like growing social media followers or gathering feed

25、back that depends on subscribers taking a specific action,like following your Instagram or completing a poll?Heres a real-life example from Columbia Sportswear involving a two-part email confirm/welcome.Columbia Sportswear Signup in Store-Account CompletionUnboxing Must-Have Marketing Campaigns:Welc

26、ome Emails|6Clearly Columbia was forcing account creation for rewards program memberswe wouldnt be able to join and earn without completing setup.But the process was short and simple and the temporary password was provided.With account setup done,a second more typical welcome email followed.The mora

27、l of the story?If you need a new subscriber to do something before a relationship can be established at all,hand-hold them through the process and plan for additional emails to support it.Columbia Sportswear Welcome Email Follow-upUnboxing Must-Have Marketing Campaigns:Welcome Emails|7Ready to Go Be

28、yond the Basics?Try these advanced tactics in your welcome emails1.Personalize and Dynamically Customize Content Dynamically customizing your welcome campaign to match what you know about the recipient is a sure-fire way of boosting attention and increasing conversion rates.Subscribers love mass cus

29、tomization at scale,which result in mass-generated emails that look like 1:1 messages instead.For example,consider versioning your campaign by demographic characteristics,such as gender,age or geography.You might tailor hero images to make your first impression more relevant to people based on where

30、 they live(New York?San Francisco?Texas?).Import relevant personal account or customer details like British Airways did,directly pulling in the rewards program mileage balance through a data integration.Heres how audiobook app Audible kicked things off.This welcome email is doing double-duty as a tr

31、ansactional confirmation.Theres nothing super-fancy here;the simple name(text-field)personalization is something most can do right away,so dont equate personalization with pain!Start from where you are and make incremental gains over time.Audible Welcome&Purchase ConfirmationUnboxing Must-Have Marke

32、ting Campaigns:Welcome Emails|82.Create Context-Sensitive Versions More work than dynamic content customization and personalization,consider versioning your welcome emailscreating unique,distinct messages based on the source of signup(for example,in-store vs.onlinesee that first Columbia example)or

33、mode of email address acquisition.For example,citrus catalog/etailer Hale Groves invests significantly in driving paid web traffic that immediately converts to online sales.Those first-time buyers receive a different welcome email than site visitors who dont buy but do sign up for Hale Groves email.

34、While new non-buying Hale Groves email subscribers receive a promotional welcome message designed to stimulate first purchase with a 10%discount,new email subscribers who landed on the list because they did buy are sent a content-oriented message(download a free recipe book)as a show of appreciation

35、.This is a classic example of employing audience relevancyyou wouldnt incent or reward your prospects the same way as valued customers,nor would you ask them to do the same things.Theyre at decidedly different points on the lifecycle journey and your messaging should reflect that.Hale Groves New Ema

36、il Subscriber No PurchaseHale Groves New Email Subscriber First PurchaseUnboxing Must-Have Marketing Campaigns:Welcome Emails|93.Design With a Cross-Channel Mindset Finally,remember how your digital channels are connected and design your welcome emails to reflect communication and interactions happe

37、ning elsewhere.Did someone just become a registered mobile app user?Theyre likely receiving an immediate in-app welcome and maybe even an SMS,which your email welcome should augment.Nearly all of the above examples have included invitations to connect on social media platforms too.Your initial email

38、 welcome can be extended to social media using Custom Audiences in Facebook and Instagram.By cross-matching new email subscribers with social media followers,you can target them with Facebook ads reiterating the same incentives offered in your welcome campaign.Because paid ads tend to be more expens

39、ive than sending email,for cost-effectiveness consider targeting only those who arent opening your welcome message,or converting on its primary CTA.If thats not enough to chew on,heres a heap of welcome email inspiration from our friends at Really Good Emails.Now that youve considered whats possible

40、,how will you evolve your welcome email campaigns this year?Unboxing Must-Have Marketing Campaigns:Welcome Emails|10About IterableIterable is the growth marketing platform that enables brands to create,execute and optimize cross-channel campaigns with unparalleled data flexibility.Leading brands,lik

41、e Zillow,SeatGeek and Box,choose Iterable to power world-class customer engagement throughout the entire lifecycle.Data Flexibility at Your FingertipsAccess real-time user,behavioral and event data to trigger personalized messaging at virtually unlimited scale.Support an audience of millions while a

42、ppealing to each subscribers unique preferences.Unified Brand ExperienceOrchestrate seamless customer engagement across email,mobile push,SMS,in-app,web push,direct mail and more throughout every lifecycle stage,from activation to re-engagement.Agile Iteration&OptimizationLaunch,measure and fine-tun

43、e campaigns with ease to deliver more relevant messaging faster than the competition.Experiment and iterate on-demand to determine the right content,channel and cadence for each user.Customer Journey MappingVisualize the entire customer journey and build sophisticated,cross-channel segments and campaigns with Iterables intuitive,drag-and-drop Workflow Studio.If you want to learn more about Iterable,please request a demo:TRUSTED BYUnboxing Must-Have Marketing Campaigns:Welcome Emails|11