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:

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PRESO: Future of digital engagement


Early in November I presented at a company conference on the Future of Digital Engagement, particularly focusing on what is happening in Australia.

The presentation covers four key areas:

  1. History of the Internet (quick timeline)
  2. Australian online habits
  3. 3 Game Changers – Google, Steve Jobs and Apple, and Social Networks
  4. Key take outs (summary).

The preso is available for view below and download at my slideshare page. I only uploaded it last night on slideshare and it’s already made it to the home page. YAY!

Enjoy and welcome feedback!

What’s working in emails? MailerMailer email marketing report (June 2009)


I’ve just found a great email marketing report from MailerMailer (published June 2009) that provides an overview of what is happening with email stats for emails sent through their system. I’d recommend a quick skim over the report, but if you don’t have time I’ve done it for you (see summary and key stats below).

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WHAT DOES THE REPORT SAY?

Most people will open their emails in the first 24hrs, but only a small percentage will click through to the content (less than 3%). It’s best to send emails on a weekend or Monday with a subject line under 35 characters. Personalisation needs to be more than just the subject line.

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WHAT ARE THE STATS?

As a top line summary, here are the key findings:

1. How Soon Do People Open Their Email?
74.5% of opens occur within the first 24 hours and 84.3% occur within the first 48 hours.

2. Open Rates
The overall unique open rates stand at 12.52% which is a marginal decline from the 13.20% open rate experienced in the first half of 2008.

3. Click Through Rates
Click rates held steady. Subscriber clicks in the second half of 2008 were comparable to those in the previous six months, rising a mere 0.08%.

4. Best Days to Send
Though weekends and the beginning of the week outperform the other days, Monday is the clear winner having both the highest open rate and click rate.

5. Subject Lines
Yet again, emails with subject lines shorter than 35 characters were opened more than emails with subject lines longer than 35 characters.

6 .Personalization
Personalization can be good. Data shows when only the message is personalized, there are more opens and clicks. However, emails with only the subject line personalized garnered the least amount of opens and clicks.

7. Deliverability
For the second year now, deliverability continues to increase and bounces continue to decrease. This means more messages are reaching recipients’ inbox.

8. Number of Recipients
Messages delivered to small and medium lists have far greater open and click rates than messages delivered to lists containing 1000 or more subscribers. A smaller list does not directly affect open and click rates, but mailings to smaller lists may be targeted better, contain more relevant content or have more recent subscribers.

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WHO HAS THE BEST OPEN & CLICK THROUGH RATES?
Here are the trends in open rates and click through rates by day, you can see that Sunday and Monday are the most popular.

Email Open & Click Through Rates

Email Open & Click Through Rates

In previous reports, it has been recommended to send emails on Tuesday at around 11am. Obviously this trend has changed.

Having a look at the click through rates by industry shows that religious and spiritual emails have the highest click through and travel related emails are next.

Email Click Through Rates by Industry

Email Click Through Rates by Industry

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WHAT WORKS IN SUBJECT LINES?
Below is a word cloud of the most popular subject lines. They centre around news, party, free, holiday, weekend and night.

Popular Subject Lines in Emails

Popular Subject Lines in Emails

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DOES PERSONALISATION MATTER?
It’s interesting to look at personalisation and how it effects open rates and click through rates.

Email Open & Click Through Rates based on Personalisation

Email Open & Click Through Rates based on Personalisation

Key take out is that you need to do more than just personalise the subject line.

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HOW MANY LINKS MATTERS?
The more links in an email that subscribers can click through to, the more likely they are to click through. I know it sounds pretty straight forward, but not sure if I would want over 20 links in an email just to encourage me to click through.

Email Click Through Rates based on number of Links

Email Click Through Rates based on number of Links

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Who has the best designed emails? Air NZ


I hate to say it but airline newsletters are boring. All they focus on are pushing deals and deals with little or no personality included. This is true for all airlines except Air New Zealand.

It doesn’t matter if it is a domestic or international email/offer, every piece of communication has been designed really well. There are elements of every email that are the same, but each have their own idea and design, all represented in the email header (see screens below).

Air NZ Domestic Sale Take Off email

Air NZ Domestic Sale Take Off email

Air NZ Domestic Deals email

Air NZ Domestic Deals email

Air NZ Gotta Go Domestic Deals email

Air NZ Gotta Go Domestic Deals email

Air NZ Gotta Go Domestic Deals email 2

Air NZ Gotta Go Domestic Deals email 2

Air NZ Get Packing email

Air NZ Get Packing email (holiday deals)

Air NZ Great Aussie Deals emails

Air NZ Great Aussie Deals emails

Air NZ Best of the West email

Air NZ Best of the West email

Air NZ Quick Aussie Escapes email

Air NZ Quick Aussie Escapes email

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OBSERVATIONS:

  • Email header: all emails provide the ability to view the email online or to manage your email preferences.
  • Preview pane: the most important part of the email is what is visable in the preview panel. This is what will encourage consumers to click through. The preview panel of each of the above emails is very engaging and encourages opens.
  • Logo: the Air NZ logo appears on the top left-hand side of every email. The only exception is for the holiday deals email (see above Get Packing example).
  • Headline driven: each of the email is headline driven. All of the headlines relates to the offer or element that is being promoted in the email.

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Stay tuned for more Air NZ email review posts. They are coming through soon.

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Do you need a welcome? J.Crew thinks you do


As part of most email or newsletter programs, there is a confirmation or activation email that is sent after you subscribe online. The next email you receive after that is the first newsletter from the company.

I subscribed to the J.Crew newsletter in mid-April and was shocked to see a Welcome email from them in my inbox the following day (see screens below).

JCrew Welcome to The Club email

JCrew Welcome to The Club email

Even though there is not much in this email, I like that it welcomes me to The Club. It’s a positive experience.

The other positive thing about J.Crew is that they don’t spam like other retailers. Since signing up to the program in mid-April, I have only received 16 emails – which is about one every few days (see emails received below). With Bluefly, I receive at least one a day pushing me to buy something.

JCrew Emails received - 12 April - 6 June 2009

JCrew Emails received - 12 April - 6 June 2009

There are a few common themes with the email details sent by J.Crew:

  • Time: all emails are sent in the morning (or in the afternoon US time), usually between 3.30am – 7.00am. There was only one sent later, but majority are within that timeframe.
  • Subject lines: there is no consistency in the treatment of subject lines – some are in CAPS, others are normal text, some promote sales, others promote products. The common element is that majority are reasonably short and aren’t consistent.
  • Frequency: the first and last 10 days of the month are the most active. Within this period, there is an email sent every other day.

Stay tuned for some more J.Crew email learnings.

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Overview of Apple’s email marketing


OK, so I have become a little obsessed with Apple’s email marketing and understanding what they are doing and not doing.

Below is a presentation showing Apple’s email marketing or a collection of all the images used in the previous posts, as well as a screen grab of the email visable in the preview panel. It’s an interesting journey and has definitely helped me understand more about their ongoing communications and why clients love Apple so much.

QUESTION:

Are there any other company emails/newsletters that you think are doing a great job? Would be really interested to read anything else?

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