It was a coincidence, but when looking for a software for the recording business processes, we subscribed to two trial versions at two different companies. Of course you will get a neat – like the laws of email marketing demand it – welcome message. Only they both differ significantly from each other. We put them on the same scale.
Software company B scores well at the first point. We get to see a header that is basically identical to the one on the website where we’ve just subscribed on. The recognition is huge. The opening line in the top left corner is also evident. “We have access to all resources.” If that’s the only thing that interests me, I’m so gone to the website. Conversion from the first line, perhaps a dream for an email marketer. It is the line that is also displayed in web-based email clients after the subject line – the preheader. Strictly speaking, the rest of the message no longer necessary. At software company B, we are getting none of this. The e-mail is almost unrecognizable in the inbox.
Fortunately, both of them welcomed me as a new subscriber. Both do so by including a personalized salutation. A uses first and last name, B immediately approaches me by using only my first name. It’s not that we aren’t used to nothing, but pretending like we’re long lost friends doesn’t suit every business. In the content, both show a different strategy. At B, they immediately try to refer you to the website. The chance that the reader is gone, is quite large. A refers you to a series of points of interest, followed by a list.
A clear clearly aims for the curious reader to get his attention. Using a bigger title that is being complemented by a small clip-art that looks like a cartoon, they introduce 7 subjects. Note the alignment. Not strict on the left with numbers. However, centered wherein the different width of the titles ensures that the entire text seems readable but playful. After all, the eye also wants something.
Negative point are the explicit URLs that are included in the message. It doesn’t read smoothly, doesn’t urge you to click through and retyping is something we wouldn’t do. Why not continue the trend and atmosphere of clip-art with a nice CTA? Only the http:// is futile. At B nothing frivolous, just business straightforward listing of white papers, brochures and platforms. The list is the CTA at the same time. It can work, but don’t expect miracles from such boring lists.
Obviously, subscribing for a free trial also asks for a service element. You don’t know how many information I read on the website before signing up. This welcome email functions simultaneously functions as a safety net. A does this more extensively than at B. They offer you a brief explanation of how to log on and where to find it. If it doesn’t work for you, the support email address is followed as well. Here again, the full address and not a click here CTA.
We can defend that choice this time, because by simply clicking it you can save it into the address book of your email clients. Something that a prospect that needs help would gladly use. And at the same time you find yourself in the list of thrusted senders. Every marketer would give gold for that. At B, the service is being mentioned by including a info@ address.
At A we can keep it short. Footer, which footer? It is completely missing. It should be however a required element in your email. Even if it only consists of an unsubscribe link. Not that we see a brilliant footer at the B side. But everything that you expect to find there, is included. The logo, the physical address, a contact email address, an unsubscribe link and update profile link. Nothing earth shocking.
If we need to compare both messages, they keep each other balanced. Each one has its strong points, next to some weaker elements. Picking elements of both, we be more of a perfect welcome message…