This is why we try to look our best when meeting someone new, or why brands create amazing customer experiences. So why
The First Impressions Email Marketing Study Ciceron Report, March 2013
© Copyright 2013. Sole the property of Ciceron, Inc.
What’s in a First Impression? You have only seven seconds to make a first impression. This is why we try to look our best when meeting someone new, or why brands create amazing customer experiences. So why should your email marketing program be treated any different? The answer is, it shouldn’t. Look at your email strategy like dating. When a subscriber says, “Yes, I want emails from you” (or, “Yes, I’ll go on a date with you”) the next step is the first date. Or as we call it, the “welcome message.” Sending a welcome message shows the subscriber that you’re “into them” and eager to make a good impression. So don’t be that guy (or girl) — the one that doesn’t even show up.
83% of brands did not make a good first impression, or any impression at all
About the Study Ciceron conducted “The First Impressions Email Marketing Study,” an independent research project set up to analyze the experience a new email subscriber has with a brand. Ciceron selected 70 companies in varying industries and assessed the first 21 days of their email program experience.
41%
of brands did not send any messages within the first 48 hours of subscribing
27%
of brands did not send a single message over the whole 3 week period
39%
of brands sent a welcome message; 15 of 27 did not make a good first impression
What Are Brands Sending? In First 48 Hours
Confirmation 20%
Nothing 41%
41% of brands did not send any messages within the first 48 hours of subscribing
Welcome 39%
Subscribers are the most engaged within those first 48 hours. So it is critical that you start to build that relationship by sending an immediate welcome message to set expectations and ask them to take the next step.
27% of brands continued to send nothing over the whole three week period
If you are in the 41% sending nothing, you’ve just stood up your first date – and that is not acceptable.
What Are Brands Sending? Over First 3 Weeks
1 email per week was sent, on average, over the whole three week period How often should you be sending messages to your audience? Unfortunately there is not a standard benchmark we can provide, because the frequency is dependent on your audience and content. To learn what is best for your audience, you should test frequency, offer subscription options or just ask them what they want.
What Are Brands Sending? Confirmation Message Confirmation 20%
ere is a right and wrong way to execute a confirmation message
The Right Way Use the confirmation message to have a subscriber confirm their subscription, complete their profile, or set interests. However, once the subscriber says “Yes,” they should still be sent a welcome message. This is no different than confirming a time and place for a first date.
!
The Wrong Way Never send an email message simply to say “Thank you” for subscribing – instead take that opportunity to send a branded welcome message. This will create a stronger impression with your subscribers.
What Are Brands Sending? Famous Dave’s Example
Famous Dave’s was the only brand that sent a confirmation and welcome message 1
Confirmation message
2
Welcome message
What Are Brands Sending? Welcome Message It’s time for your first date. So how do you make a great first impression with your subscribers? Execute these four welcome message must-haves and you will be assured a second date.
Immediate Gratification Welcome 39%
Brand Your Message
39% of brands sent Set Expectations
Include a Call-to-Action
a welcome message, all within 24 hours of subscribing
What Impression Are Brands Making? Welcome Message
4 27
Only of brands had a great welcome message; incorporating all of the must-haves
Key:
Great
Fair
Poor
What Are Brands Sending? Great Welcome Messages
What Are Brands Collecting? Name
76%
Zip Code
64%
Personal Interests
37%
Birthday
33%
State
33%
Gender
11%
Account
10%
What should you be collecting about your subscribers? It is important that you only collect information that you will be using to provide subscribers with relevant content. If you don’t need it, don’t ask for it.
What Are Brands Collecting? Personal Preferences Good Examples from Visit Florida and Hormel
37%
Only of brands asked subscribers for personal interests and/or subscription preferences Collecting personal preferences from your subscribers not only ensures you are delivering content that is relevant to their interests, but has also proven to increase engagement metrics. You can also use this information for dynamic content and segmentation.
What Are Brands Collecting? Your Birthday
4 of the 23 brands that asked for the subscriber’s birthday actually sent them a special birthday message
If you have something to offer them for their birthday, this is a great value add to your program. But if you ask for their birthday and send nothing it can damage the relationship you’ve worked to build.
Conclusion ü Collect data that you can use to delight subscribers ü Make sign-ups and conversions easy for your subscribers ü Send an immediate welcome message with all the must-haves ü Be timely. And then follow-up again…quickly Remember, first impressions are critical to building lasting relationships; a welcome message is that important touchpoint for your email marketing program. You want to entice your subscribers by sending them a welcome message that encourages them to take that next step or “second date.” Having conducted thousands of email marketing and communications programs, we know that even the most simple endeavors can have a huge impact. You can also apply many of the recommendations in this study to your other digital programs. Use these key takeaways and you too can make a great impression on your audience. Share this study:
Companies Included in the Study • ACME Comedy Club • AmericInn • Arctic Cat • Bloomington CVB • Bluefin Bay • Brainerd Lakes Chamber • Breezy Point Resort • Buffalo Wild Wings • Canterbury Park • Caribou Coffee • Chanhassen Dinner Theatres • Choose Chicago • Christopher & Banks • Como Zoo • Cragun’s Resort • Dacotah Ridge Golf Course • Dairy Queen • Enjoy Illinois • Explore Minnesota • Famous Dave’s • Fitger’s Brewhouse • Gander Mountain • Grand Avenue BA • Grand Casino • Great Clips • Guthrie Theater • Hennepin Theatre Trust
• Holiday Stationstores • Hormel • Houlihan’s • Lake Superior Zoo • Las Vegas CVB • Lutsen Resort on Superior • Madden’s Resort • Mall of America • Maurices • Mill City Farmer’s Market • Minnesota Children’s Museum • Minnesota Historical Society • Minnesota Science Museum • Minnesota Sea Life Aquarium • Minnesota State Fair • Minnesota Swarm • Minnesota Zoo • Mystic Lake Casino • Napa Valley CVB • Red Wing CVB • Running Aces • Rush Creek Golf Course • Saint Paul CVB • San Diego CVB • Sleep Number/Select Comfort • Spam • Summit Brewing Company
• Surly Brewing Company • Target Center • The Depot Minneapolis • The Preserve at Grand View Lodge • The Saint Paul Hotel • The Wilds Golf Club • Toro Company • Treasure Island Casino • Valleyfair • Valspar Paint • Visit California • Visit Duluth • Visit Florida • Walker Art Center • Willingers Golf Club • Zubaz
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Ciceron is a full service digital marketing, insights, and brand advocacy firm based in Minneapolis, MN. Since 1995, we’ve been helping clients use data and consumer insights to identify the right digital strategies and tactics to meet their business goals. Whether those goals are intended to build brand awareness, generate leads or ultimately, drive revenue and ROI, we’ll help you uncover the opportunities to meet the needs of your potential customers by celebrating and scaling the positive experiences of your current advocates. This study was conducted by: Julie Verhulst and Kristina Epping
