Over the course of my career I have acquired a great deal of information regarding the retail industry by both conducting my own research and learning from the various retail clients I have had the opportunity to work with. (OR just by being a shopaholic and subscribing to every retailer to get the latest news, fashion and deals!)

I would like to share some of my knowledge through some of these blogs. Such as different programs or emails that retailers should be sending (which I will call therapy sessions), as well as some of my favorite emails, subject lines and programs as they come.

There is no better way to start a good retail program than with a welcome email - and since I am new to the company I thought it would be a great way to welcome myself to the blogging world by speaking to them. :)

First impressions are EVERYTHING. Just as someone who has been hired for a new job; you know you presented yourself well enough to get hired, but now you need to give a warm welcome, and show your peers what they can expect from you. Same thing goes for a welcome email.

Once a customer signs up for your brand you have them, you know somehow along the way you peaked their interest. So follow up! Acknowledge that they signed up, and thank them. Sending an email days after may cause a person to lose interest. Don't make them forget you! Stay top of mind while you are in the 'honeymoon phase'.

Below I have some of my tips and tricks, but one of the most important rules I would have to note when sending a triggered welcome message - keep the branding and marketing message CONSISTENT with your normal lines of business. Most retail companies never send out text based emails, so why are they sending out a text based welcome? Pure laziness maybe, but you would be surprised how many TOP retailers are still sending out poorly executed welcome programs.

My tips and tricks;
- Welcome emails should be sent before a customer is pushed into the business as usual email strategy
- Send within the first 24 hours - the more immediate the better (these messages should be auto-triggered)
- Encourage your customer to 'Add to Address Book'
- Set customer expectations; how often will you be contacting them? What types of emails will you be sending?
- Be CONSISTENT - From line, HTML and personalization should be consistent with the future emails you will be sending
- And last and most importantly, follow up the initial welcome email with a specially designed and targeted welcome series

A welcome series is a great way to collect data about your consumer; Who is the person? What are they clicking on? How can we keep them engaged?

Attached are also a couple of my favorites. :) Enjoy and be sure to follow me for more of my Retail Therapy!
(Next therapy session; Subject Line Testing)

From: Coach
Subject Line: Welcome. Thanks for signing up.
Date: Monday, July, 19, 2010

This email follows many best practices but what I like the most is the consistency of season, and the up-to-date product images that you can click through to view the product.



From: Shopbop
Subject Line: Shopbop Email Subscription Confirmation
Date: Wednesday, July 21, 2010

I love the look and feel, and the 'What To Look Forward To' section - however, I wish the subject line was more personable and made you feel part of a brand.

From: Gap
Subject Line: Thanks For Signing Up With Gap.com. Enjoy Your Special Offer
Date: Wednesday, July 21, 2010

While simple I like the 'TELL US WHAT YOU WANT' link to the preference center.