so congratulations, you have now written a welcome email referring back to this amazing website. I'm pulling up Pinterest. What I love about this welcome email is that first of all it addresses the user by her name, Ashley. In addition to that it's very short and to the point which is great for a welcome email. There's not a lot that we actually need to do. The third thing is that these bullet points probably looks a little different in the actual email, but the content here gives the user very actionable steps and advice, I think it does too great benefits for the organization. one, it immediately aligned the user with the rules of the road on Pinterest and two, it lets the user actually engage with the brand a little bit more and understand how she should engage with it in the final part of this welcome email that I really love is the welcome um signature. It says thanks for joining and happy pinning Ben and the Pinterest team. Oftentimes welcome emails are actually written by the te...

am and signed by the team even further. Welcome emails are often signed by the Ceo or leadership. There is this large sense of credibility that is aligned with the organization's leadership and the willingness of them to sign their name on a message to their users. Great, we are now back in the mail chimp dashboard. The first thing we need to do is create a list because that's the basic building block of any email campaign. If you don't have people to send to then it doesn't really matter if you have the most beautiful email in the world because it's just going to be for your eyes. So like I said before, even though it's a beautiful dashboard with a lot of things to do. Um the next step is really dictated by your objective. Our objective as the email marketer at this point is to create a list and therefore we will click the handy dandy word that says lists awesome. So I have my dummy account here, which just has a couple lists here, but I want to create a new one in general mal chimps, navigation has a button towards the right which lets you do anything new. So I click create a list and now I'm going to click again, you can see create a list. Well redundant, but at least it's to the point first of all list name Then we have from email address then from name. And let's dissect these 1x1 list name that really is just for your benefit. Sometimes users can see the list name, especially when they look at their subscriptions. So there's an opportunity for marketing copy here. However, the primary benefit of a list name is for the marketer too, understand who they're actually looking at and to assign proper segments, listening, I'm going to put here is just a main example of how you can associate nomenclature with the text that you would use. So normally it's the type of user in this case I'm going to say new newsletter subscriber after that. You have an opportunity to list any other kinds of identifiable characteristics. So this might be, I'm gonna say Chicago because I love Chicago. Um, like geography, you're gonna keep doing this over and over and over again. Um, of course there's such a thing as too much. So keep it to the main reasons why you're actually segmenting the list. Going back to the first point though, users can see this. So in your preference center it will often say the actual list name. Just make sure it's not something super inventive or it's something that might be a little too descriptive and tell the user too much about your business. Next you have the from email address and the from name. These will both show in every single email that you show to the users and what you want is a real email address because that is just how you get compliant with all of the can spam the castle, the G D P R. All the regulations. I'm just going to use my personal email address. I'm pretty sure this is going to be redacted, but that's fine. Um, and then my actual name question is how else can you do this? Usually the front email address actually comes from a separate sender ID. So a Kickstarter. We used mail at e m dot dot com at general assembly. They do something similar, but you can just do like reply at I think that's very common for most organizations. The from name, this is a lot more marketing copy than it is. Legalese for regulation purposes from name can be your organization name. I strongly recommend that because people want to know who they're actually getting this from. It's a good reminder of the organization and the branding around it as well as how they signed up. However, you can use a person's name. That's something that I think envision does. That's something General Assembly tried for a little bit. They were sending messages from SAM at General Assembly and testing that against just from general Assembly and for some users SAM work better and for other users general assembly work better. This is something that you should test and we'll dive a little bit into this when we go into the testing part of the course progressing forward, we have reminding people how they got on the list. Very important. This will show at the end meaning the footer of every single email. You absolutely need this to be compliant with all those rules and regulations. I've been talking about Absolutely no reason to go outside of the box here. The best ones are straightforward such as you are receiving this email because you opted in to our newsletter. Simple, straightforward gets the job done. Just a little bit of copy that's going to be in light gray at the bottom of the email need a real address Also for compliance purposes then you have to last sections form settings. Super interesting here because it has this whole section that's just about enabling G D P R Fields. G D P R is complex. A lot of marketers don't really know how to navigate it. However, these DSPs and again meaning email service providers take care of a lot of that work for you. So male chimp has this little box you can just click and it will enable G. D. P. R Fields to help you be compliant. In addition to that, there's something called double opt in. What is that? Double opt in means that the user is literally opting into your newsletter twice the first time is through the form. The second time is through a confirmation email. So what you're doing when you check this box is you are sending a confirmation email where the user needs absolutely needs to click it to be fully opted into your newsletter. This is not necessary in most countries. However, it's highly recommended to be compliant. For example, though you must have it in Germany, Germany requires double opt in to be compliant. Um and whereas whereas the United States does not this black section here, just it's your preferences for when you want notifications about when people subscribe when they unsubscribe and so forth. Generally you will be able to go to the dashboard and see all this data anyway and you might want to protect your own inbox, so I usually don't click anything here and we'll just hit save.

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Jon Chang

Expert digital, growth and product marketer; recognized global educator and keynote speaker.

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Campaign Planning and Checkpoint 2

Campaign Planning and Checkpoint 2

Lesson Info

12. Campaign Planning and Checkpoint 2

Lessons

Class Introduction

Course Files

Email Marketing Overview

Email Lists and Segmentation

User Journey Overview

Email Automation Overview

Checkpoint 1

Checkpoint 1 Review

Email Service Provider Walkthrough

Quiz - Email Marketing Introduction

Navigation and Features of Mailchimp