1. Designing Your Email Program from
Online Outreach to the Welcome
Message

2. Dylan Boyd
VP Sales & Strategy | eROI
Blog: TheEmailWars.com
Twitter - @dtboyd & @eROI
Site: eROI.com

4. Email Marketing
(it works and it’s cheap)
During a time when all marketers need to be smart with every
dollar they spend, email is one of the few “go-to” tools with
dramatically low cost and instantaneous accountability.
*Blessing and a Curse*

5. Email Marketing
Email Is “Free” Email Marketing Is Not

6. What’s the value of an email address?
$180
- Email Marketing: an Hour a Day by Jeanniey Mullen and David Daniels).

10. 0.0035%

11. The Online Marketer’s Challenge
To do Online Marketing well, marketers need to
be good at so much more than Email + Search.
They need to understand the lead source and
communicate clearly and appropriately.

12. Your Audience
1. How Do They Find You?
2. Where Do They Land?
3. How Do You Continue The
Conversation?
4. How Do You Get Them to Act?

13. Finding Thru Search: Paid vs. Organic

14. Finding you: Blogs/Social
Media

16. 3 Email Program Components
1. Opt in / Thank you
2. Welcome Messaging
3. First Touch

17. Opt-In

18. Tips for Opt-In
1. Call out your Email Opt-in on every page of your site.
2. Don’t expect them to find it (or read)
3. Links to samples are effective
4. Give subscribers choices! e.g. frequency (daily,
weekly, monthly), event alerts, etc...
5. Tell them specifically what they’re signing up for &
how often they’ll hear from you. Keep that promise.
6. Don’t make someone register (user/pass) for email
7. Remember, you can get more information later

19. Examples of Opt-in Questions
Good
Too Much

20. If you ask them
questions...

21. ...don’t ignore the answers. They will spread the word.
Like I am doing now.

22. Get them in and start the relationship

23. CBSSports.com Opt-In: Before/After

24. Welcome Email

25. 2 Types of “Welcome Emails”:
1. Account Registration/Thank You
2. Email Communications Opt-In
(Double Opt-In is not viewed as a “Welcome Email”)

26. Thank You Email: Business Reasons
1. Immediate Recognition
2. Education for the
Uninitiated
3. Tests Email Address Validity
4. Begins Behavioral Profile

27. Thank You: New Account

28. Welcome: Not Pretty, But Effective

29. Thank You: Registration
 Thank Them
 Confirmation of
Success
 Provide Account
Details
 Cross Promote
 Link to Preferences

30. EventBrite:
Thank You/
Welcome
 Branded “From”
and Email
 Confirmation
 Account Details
 Tools &
Resources
 Link to
Preferences

31. Welcome Email
A Welcome Email is the first email received
after an opt-in and/or confirmation of
subscription
This will likely be your highest open rate ever.
Make it count.

32. So as you can see the Welcome Emails
drastically out performs the Standard
Emails on every metric:
Open Rates: 145% Increase
Click Rates: 165% Increase
Conversion Rates: 442% Increase!!

33. Welcome messages generate superior open
rates and, done well, create a halo effect
that boosts subscribers’ engagement with
subsequent promotional and trigger emails.

34. Shopbop:
Welcome
Email
 Special Offers
 More Details
 Calls to Action
 Whitelist Instructions
 Link to Preferences

35. TEST, TEST, TEST

36. The Welcome Email: Business Reasons
1. Continued Conversation
2. Exposure to Additional Services/
Information
3. Subscription Management/Progressive
Profiling
4. Opportunity to Award/Reward

37. 8 Steps to More Effective Welcome E-mails
1. Send your welcome message within 24 hours to people who sign up
for your e-mail program.
2. Provide a link to your preference center so subscribers can manage
their subscriptions.
3. Include a welcome offer or other incentive to make a purchase; be
creative about incorporating this offer into the subject line without
making it too long to display in subscribers’ inboxes.
4. Provide subscribers with information on the types of content they
can expect to receive from you and how frequently.
5. Include white-listing instructions so subscribers can keep your e-
mails out of their junk folders.
6. Although welcome messages likely are considered transactional
under the CAN-SPAM Act, it’s still smart to include an opt-out link in
case people change their minds about subscribing.
7. Try to personalize the content for maximum relevancy and subscriber
retention.
8. Tell subscribers how you intend to use their e-mail addresses or
provide a link to your privacy policy.
A Welcome Message Study: Marketers Are Missing Opportunities to Pave the Road to Relevancy Return Path

38. CBSSports.com Welcome Email Strategy

43. First Touch

45. 80%
You have 3 chances to set the
relationship before you lose 80% of
your future email marketing
performance.

47. The First Touch: Don’t Wait….Send it!
1. Speeds Up Engagement
2. Reduces List Churn
3. Inbox Recognition
4. Builds Brand

48. So, What’s Next?

49. Be Good at 3 Things
1. Opt-In
2. Welcome Messaging
3. First Touch

50. Thank you.
Discuss with us
on Twitter:
dylan@eroi.com @eROI
@dtboyd
Questions?