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.
of brands did not send any messages within the first 48 hours of subscribing
of brands did not send a single message over the whole 3 week period
of brands sent a welcome message; 15 of 27 did not make a good first impression
What Are Brands Sending? In First 48 Hours
41% of brands did not send any messages within the first 48 hours of subscribing
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
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