Subject Line: Welcome to BabyCenter
Date: Thursday, April 19, 2007
BabyCenter is basically the bible to every new mom I know (and it seems like almost everyone I know is a new mom!) They recently underwent a brand refresh, and I am a major fan of their new logo; it reminds me of lollipops.
I signed up for their email program yesterday and received (immediately, for bonus points!) a very well-written welcome message. The copy body highlights the specific benefits of being a member of the BabyCenter community, while managing to make a person-to-person connection. (It’s signed Tina Sharkey, Chairman.) The email also includes a number of intelligent links, including my profile, articles and online shopping.
Here are a few ways the campaign could be rendered even more effective, from top to bottom:
1) Above the logo and website navigation, add language similar to the below:
“View here if you’re unable to see images in this e-mail.
To ensure receipt of our e-mails, please add firstname.lastname@example.org to your address book.”
“View here” links to a hosted version of your newsletter, which allows users with disabled images to view graphics.
2) Include “Forward this email to a friend >” in the upper-right.
3) Add alt tags to your images. This will allow users with images disabled to get a sense of what they’re missing, inspiring them to enable images or click through.
4) Break up your navigation items into separate graphics rather than a single, image-mapped graphic. Some email browser strip out image map links, preventing users from clicking through!
5) Jazz up the creative a little! Add some color to the “My Profile”, “Quick Links” and “Shop” sections. Pair photo thumbnails or icons with each Quick Link. This will help to distinguish and draw attention to the messaging.
6) For your primary calls-to-action, try using HTML buttons as opposed to text links. They’ll grab more eyes and generate a higher CTR.
7) There is a slew of “fine print” messaging that needs to be added to the footer below the creative, some of which has legal ramifications. The most important is to include an unsubscribe link, plus your company’s postal address so that you are in compliance with CAN-SPAM. Something like the below should work:
If someone sent you this message and you’d like to receive BabyCenter e-mails, subscribe now.
Unsubscribe from BabyCenter e-mails.
I’m feeling more welcome already…