iPhone 4 welcome email – I’m in shock!


DISCLAIMER: I’ve been meaning to write this post since I received this email in August 2010.

I got my iPhone 4 when it first came out and registered it immediately, but I was shocked when I actually received an email from Apple about how to use the phone and the new features. For all of the Apple products I’ve purchased (there have been a few….), this was the first product and related welcome email that I’ve received about enhancing my experience with the iPhone. I didn’t even get one when I purchased their server product – which is definitely more involved and tricky than the iPhone.

So you could imagine how happy I was when I received this. I clicked straight through to look at what was different and expore the landing page. See the email and the landing page below.

Apple iPhone4 - Welcome email - August 2010

Apple iPhone4 - Welcome email - August 2010

Apple iPhone4 - Welcome landing page - August 2010

Apple iPhone4 - Welcome landing page - August 2010

LEARNINGS:
There are a few learnings that can be taken away from this Apple example:

  1. WELCOME EVERYONE – the best experience anyone can have is to be welcomed to a brand, service or product they have just purchased and taken the time to register. If you are selling anything, you should ensure that you are sending an email that will provide the user or your new customer with some information about how they can get the most of their recent purchase. You already have all of the information for the selling, it is just completing the process and reusing it so you are continuing the sales process in the iniital few weeks of their purchase.
  2. CHECK IN – an enhancement to what Apple are doing would have been to send a survey a month after purchase to see how I was doing with the phone, specifically looking at how I’m using it, what I’m using the phone for, the good, areas for improvement and any other enhancements. This is the perfect testing ground for future new product development and a cheap market research for the company.
  3. ONGOING UPDATES – Apple are starting to get better at this, but there are still areas they can improve. Any updates to the software should be communicated via email rather than just via iTunes. For the bigger updates, Apple are communicating with there consumers, but the smaller ones are a self discovery.

 

Overall, I was very happy that Apple sent this email. Let’s just ensure that they continue on this process and welcome new people/customers to all of their products moving forward.

 

ASSOCIATED APPLE & EMAIL MARKETING POSTS I’VE WRITTEN:

Apple does Local Area Marketing (LAM) – OMG!


In a world where there is constant debate around the relevance of email due to the introduction of social networks, Apple has started to target local consumers with local area updates (or more specifically local area marketing LAM).

Apple has always been great at their email design, but there has never been any smarts to any of the emails they send, ie no proper data work before their email sends, they don’t recognise what products/software you own or have registered with them and they constantly repackage global emails and deliver them locally.

However, over the past month, Apple have sent out two emails both focusing on the Australian or, more specifically, the Sydney market. They are actually using their database for local area marketing (LAM). The two emails were to announce the following:

  1. New Apple store opening in Castle Hill
  2. Filmmakers camp for kids during school holidays.

As expected from Apple, both emails are beautifully designed and have very strong headlines and calls to action.

My only question about these emails is: Is this a new start for Apple emails or is it a once only?

NEW APPLE STORE – CASTLE HILL

Apple email - new store opening - Castle Hill - sent 16th August 2010

Apple email - new store opening - Castle Hill - sent 16th August 2010

Apple email headline - new store opening - Castle Hill - sent 16th August 2010

Apple email headline - new store opening - Castle Hill - sent 16th August 2010

FILMMAKERS CAMP EMAIL

Apple kids Filmmaker Camp email - 10 September 2010

Apple kids Filmmaker Camp email - 10 September 2010

Apple kids Filmmaker Camp email headline - 10 September 2010

Apple kids Filmmaker Camp email headline - 10 September 2010

WHY THIS IS GREAT?

  • Apple are starting to look at their database. They have only sent out blanket communications for such a long time. There was no smart data work done prior to any email send.
  • Apple are starting to use their database properly.

WHY THIS ISN’T GREAT?

  • Even though Apple are starting to use their database properly, they still don’t know that I don’t have kids. A simple data capture exercise or incentivised survey would have helped them know and understand this.
  • My expectations have been lifted and I am now expecting local emails from Apple. I’ll be disappointed if I don’t get them (but it won’t stop me loving Apple – sad).

ASSOCIATED APPLE & EMAIL MARKETING POSTS I’VE WRITTEN:

Air NZ email update – simple, but love it


I’m a big fan of the Air NZ email templates. They constantly amaze me how they can turn a simple email template into something that looks great. Their themes and header graphics really help to do that.

I just received an email last week and found that they have updated the top of their email to include the logo, subscription preference and social links (see screen grabs below). I really like that they have included their logo in this top section, even though there is a double logo top left. Perfect to handle any image blockers and frustrating image restricting email clients.

Air NZ email example header - 2 August 2010

Air NZ email example header - 2 August 2010

Air NZ email example header - 2 August 2010 (details)

Air NZ email example header - 2 August 2010 (details)

OPPORTUNITY

There really is only one thing missing from this revised email header. It is a link to ‘viewing on mobile device’, which if the stats were looked at I’m sure it’s on the rise.

RELATED AIR NZ EMAIL POSTS:

T2 – the best tea, but the worst newsletter program (email)


I’m not a coffee drinker, so I love drinking a great cup of tea – herbal or other. My favourite tea is T2 because they have so much variety and great complimentary products.

After making a number of T2 purchases online, I subscribed to their newsletter specifically for the exclusive offers and knowing about the new teas were launching. When I subscribed, I can actually remeber looking forward to recieving the email.

That was until the email actually arrived, see below:

T2 January 2010 newsletter

T2 January 2010 newsletter

All I can say is boring. There is nothing I really want to know, it is just pushing me to buy more tea. Typical company who doesn’t really have an ongoing strategy for value creation with their customers.

I have received three emails from T2, all very similar.

T2 Email Overview

T2 Email Overview

November 2009 email – update with a focus on getting ready for the holiday season

T2 November 2009 - Email newsletter

T2 November 2009 - Email newsletter

December 2009 email – thank you email without an incentive

T2 December 2009 - Email newsletter

T2 December 2009 - Email newsletter

KEY LEARNINGS:

  • Purpose: Make sure that every communication you send to a consumer has a purpose. The only purpose for T2 emails is self serving for the company. Most companies send emails to try and sell more products, but they don’t need to be so overt.
  • Value: Give your subscribers value. There isn’t anything there for the valued consumers. No incentives or offers. Give the subscribers something they won’t get else where. It doesn’t have to be financial incentives, but they do help.
  • Loyalty program: T2 tea isn’t cheap and if you are buying a few bags of tea, there isn’t much change from $100. They don’t offer any loyalty or reward programs for buying a lot of tea. The only incentive is if you go instore and can sample the tea of the day.

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How companies are recognising customer’s birthday? Sephora email


Ok, so it’s been a while, but I’m back and inspired about email marketing and a few other digital marketing things.

February is one of the best months because it’s my birthday and I can see which companies I subscribe (newsletters) remember my birthday and what they offer me. My birthday is under two weeks away and I’ve only received one email targeting my birthday. The thoughtful email was from Sephora, a US cosmetic and beauty company doing some great stuff online.

Below is the email I received:

Sephora - My birthday email sent on 6 Feb 2010

Sephora - My birthday email sent on 6 Feb 2010

This email details are:

  • Send date: Saturday, 6th February 2010 – exactly two weeks before my birthday
  • Send time: 8.59pm (Sydney time)
  • Subject line: It’s almost your birthday! Open your gift early.
  • Offer: Beautiful Eyes Kit redeemable instore or online
  • Small print: The offer is valid for one month (two weeks before and two weeks after my birthday)

When I clicked through to the site from the email, this is the journey I went on.

1. Signed in page (personalised Sephora page)

Sephora Login - Birthday message

Sephora Login - Birthday message

2. Birthday offer highlighted as the first message

Sephora Login - Birthday message details

Sephora Login - Birthday message details

3. Automatic offer included in checkout

Sephora Login - Checkout with birthday message

Sephora Login - Checkout with birthday message

KEY LEARNINGS:

  • Subject lines: Subject line invites you to open the email because there is a mention of a gift. I opened this email instantly to see what my present was.
  • Customer journey: Ensure the customer journey is seamless. If you make it easy for a consumer, they have a great experience and will return.

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How to make an email look great but work from a template – Air NZ


One of my previous post (Who has the best designed emails? Air NZ) focused on why Air New Zealand have the best designed emails, this one looks at the different elements that are reused or templated between the emails (ie the consistencies).

How often are Air NZ sending emails?

This is a really important question when you are using templates. If emails are sent daily (eick), then the email template needs to be very similar with just minor changes being made prior to sends. Unlike the other airlines (particularly Qantas and JetStar), Air NZ doesn’t spam their base (well not me anyway). Below is an overview of the amount of emails they have sent since December 2008 (total of 14 over 6 months – just over two per month). This means that at least Air NZ don’t need to compromise the design for frequency.

Air NZ emails sent

Air NZ emails sent - 15 December 2008 - 7 June 2009

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WHAT ELEMENTS ARE THE SAME?

Air NZ’s emails are divided into four sections:

  1. Header – each individually designed dependent on the offer/email theme (UNIQUE)
  2. Body – follows a similar format across all emails, but designed dependent on the email theme (PART TEMPLATED)
  3. CTA – exactly the same across all emails (TEMPLATED)
  4. Base (email preferences) – exactly the same across all emails (TEMPLATED)

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Body – below are two examples of the email body and the similarities between them. The two examples show an international email (Aussie Airfares) vs a domestic email (Domestic Airfares). This section is divided into two key parts:

  • offer information
  • functional area where the subscriber can start their airfare search within the email.
Air NZ offers template (email body)

Air NZ offers template (email body) - International

Air NZ offers template (email body) - version 2

Air NZ offers template (email body) - Domestic

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CTA – each of Air NZ’s emails have a really strong call to action and it is consistent across all emails. There are four options for the subscriber (see below) giveing them the option to be directed to the different business areas within Air NZ (holidays and airfares), as well as communication channels (web or phone).

Air NZ calls to action (CTA)

Air NZ calls to action (CTA)

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Base (email preferences) – at the bottom of each of the Air NZ emails, your email preferences are displayed. I really like this feature because you can see which email address you have subscibed with (very beneficial if you have multiple addresses) and also can update the email format easily.

Air NZ email options (bottom of email)

Air NZ email options (bottom of email)

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LEARNINGS

  1. Templates don’t need to mean matching luggage – you can make elements of an email the same without it looking boring.
  2. The design of the header (preview panel) is key – this is the most important part of the email and must be different and appealing to get the cut through. This shouldn’t be templated too much. Some elements should be the same (email not visible, safe list, mobile device, navigation), but there is leverage to be creative and push the design.
  3. Consistent CTA is madatory – rather than try and teach your subscriber how to use the email every time, keep some things consistent. Particularly the CTA element.
  4. Highlight email preferences – don’t hide the subscribers preferences, highlight them and show them what else they can be doing. It adds value.

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