10 Innovative Email Tactics- Gmail Actions and Welcome Series

Our TWO Sense: Gmail Actions and Adding a Welcome Series

It’s hard to believe that it’s week three of my blog series on innovative email tactics. If you want a refresher of my last two posts take peek here for blog 1 and here for blog 2. Today, I will be going over Gmail Actions and integrating a Welcome Series. These two tactics are a must for your emails.

Gmail Actions are buttons that appear next to certain types of messages in the Gmail inbox. This is a new feature that is already being adopted by Amazon and UPS. The buttons let the user take action on an email without ever having to open it. Gmail Actions confirm subscriptions, let one RSVP to an event, track a package, and add a time to the Google Calendar. To add a button you will need to add a piece of code called schema to the head of your emails. You also must register with Google. To learn more visit here.

Here are some tips for Gmail Actions:

  • Make sure you have a lot of Gmail subscribers. This function only works for Gmail users, but there are 425 million of them, so it’s worth adding.
  • Add action buttons to emails that only need them. Don’t over use the function.

A Welcome Series is a series of emails that are sent to new subscribers. They essentially “welcome” the subscribers to your email campaigns. Typically three emails are sent during a Welcome Series. Usually new subscribers are your most engaged fans, but most of them lose interest after two weeks of signing up.  A Welcome Series triggers during those first two weeks to keep the new subscribers engaged.

Each email in the series should be something different your company has or offers. These emails are meant to keep the new subscriber engage with you! Some of the examples for each email could be a traditional “welcome to our emails” email, your social channels, top products, store hours, or mobile apps you may have. Remember to keep each email engaging and have links to each of the items you are promoting.

Here are some Welcome Series tips:

  • Don’t bombard the new users with too many emails.
  • Personalize the emails. New users will like seeing their name in the greeting.
  • Send the whole series within 14 days of the sign up

Come back next week and I will go over Social Media Interaction and personalized email ads! If you have any questions email me! kzenere@twochicago.com

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Source: Lyris. 2002. Free Webinar: 10 Innovative Email Tactics – That you Probably aren’t Doing. http://blog.lyris.com/free-lyris-webinar-10-innovative-email-tactics-arent/