When a customer signs up to an email newsletter they probably expect to receive a message from the brand welcoming them to the mailing list.
So it’s no surprise that welcome emails can achieve open rates of above 50%, as subscribers are less likely to see them as spam.
Therefore brands need to take steps to ensure they’re making the most of this opportunity by optimising the subject line and content to maximise opens and conversions.
There are a number of different goals that marketers can set out to achieve with their welcome email, whether it be simply thanking the user, attempting to collect more personal information, or nudging them towards a purchase.
This post will look at different ways brands can optimise their welcome emails for maximum impact.
Yesterday I wrote a blog looking at the different ways in which fashion retailers handled the process of capturing customer data when they signup to email alerts.
It turns out that the procedure varies quite drastically between sites, with some businesses requiring just your email while others need to know a great deal of personal information.
A day later and the welcome emails have arrived, however not all of the brands could be bothered to roll out the red carpet.
Though I signed up to 16 email newsletters only 11 welcome emails arrived, with ASOS, Schuh, Miss Selfridge, Boohoo and Office failing to get in touch.
Many retailers are currently slashing prices to try and shift their remaining summer stock before they get the winter threads in, and as a result my inbox is overflowing with tempting deals.
Reiss has been one of the most persistent brands and its email offers of 50% off are by no means unwelcome.
I haven’t yet been lured into buying anything, but I have spent several hours looking longingly at Reiss suits online and in-store hoping that they eventually up the discount to 95% off.
But in the meantime, here’s a quick look at the tactics Reiss’ email marketing team has used to successfully get me interested in making a purchase...
For all the talk of email marketing best practice, there are still those that persist in duping their customers to generate artificially high click rates.
One company, alas, is gadget retailer Firebox, which yesterday sent me an email with the following subject line: ‘And the winner is… you!’.
“Brilliant”, I thought, “I’ve won a gadget!”
The only concern I had was that I couldn’t remember entering any competition. But stranger things have happened.
I opened the email. I clicked on the ‘display images’ link. And the image-laden newsletter duly unfurled in front of my eyes.
Oh for a light sabre!