The best food & drink Welcome Emails
Around two months ago, we produced a blog post dedicated to Welcome Emails. We looked at marketing best practice and some popular retail examples.
Today, we’ll look at welcome emails from the food and drink industry, and see if those emails follow the same conventions.
A welcome email is the first email your contact will see. This sets the stage for future email marketing, and if done poorly, can turn users off immediately – and you haven’t even sent them the good stuff yet.
Let’s have a look:
It’s always nice to receive a thank you present, and this time was no exception. A free unlimited soft drink may only be worth a couple of pounds, but it’s the thought that counts, and I’m grateful.
The email is HTML, and not plain text (like a lot of welcome emails tend to be). As I had obviously signed up to their emails, it made sense to download the HTML immediately.
Harvester has made use of their social sharing icons, and are looking for contacts to become brand advocates by sharing the email and spreading the offer.
McDonald’s have used a very simple but effective email for their welcome email. The red back ground and infamous Golden Arches symbol is HTML and the body of the content gives the appearance of plain text. This ensures that if the reader does not download the images, they can still read the majority of the content.
They have also implemented a double opt in for users, ensuring that McDonald’s have the most accurate data possible – great email marketing practice.
This email template is nice and simple, and gets the job done. It does stand out from the other emails as it has such a dark background. The positioning of the social icons and the download links are great, and urge the reader to connect with Taco Bell, even whilst they’re waiting for their first newsletter or offer.
As I’ve signed up for food and drink updates, I would’ve liked to see more images of the food on offer, to really make my mouth water.
Slug and Lettuce
This email is very similar to McDonald’s email. A simple heading, image and content ensures the reader is not overwhelmed by fancy imagery and tonnes of text. They’ve used personalisation correctly, and offered a voucher – which is always nice.
There are multiple things to love about this email: the imagery, a cheeky dollar off, and the name – Wendymail. This differentiates their newsletters from their other communication, and ensures contacts feel as though they are a part of something – an exclusive club.
The text under the imagery links all their products together nicely, and definitely makes me want one – if only we had Wendy’s in the UK!
I really like this email from Greggs. The layout of the template is very simple, and I assume that further newsletters and correspondence from Greggs will follow the same style. They’ve given me an offer (yes!), and offer insight into their company through how the bread is made. This email offers value in a different way to the others. It makes the contact start a relationship with the brand, and with ‘Kay’. The friendly from name was ‘Kay at Greggs’ which I thought was a really nice touch. One piece of criticism: Greggs could’ve used social icons instead of more text in their place.
Pret A Manger
Pret have used their email campaign to introduce the ‘Pret Super Club’, in a similar way to Wendymail. By making contacts think they are part of a club, they are building a relationship and ensuring the contact opens and reads their emails each time one arrives. The terminology in the content also reinforces this: ‘Exclusive Pret offers and goodies’, ‘Behind the scenes at Pret’.
Yo! Sushi is another company using a ‘club’ as their selling point, known as the Yo! Love Club. This matches their brand perfectly. The template is quite basic, but tells the contact what kind of information they should expect to receive.
From comparing food and drink emails to retail templates in our last post, it’s clear that food and drink companies tend to use image intensive, HTML emails, more than retail. Retail firms rely on email for marketing, sales and transaction, and as such may receive a lower deliverability or engagement rate than food or drink companies. The use of plain text emails ensures your emails are seen and read, even if the contact does not download the images.
What do you think of these templates? Have you seen other welcome emails that are simply fantastic? Tell us about it below, or tweet us @Wired_Marketing.