Change of address emails are often sent when a company moves to a new email marketing provider, mainly in order to improve deliverability. Their purpose is two fold – the core message is for the user to add the new sending email address to their address book, whilst behind the scenes, sending a low-impact message message like this helps improve the deliverability reputation of the new sender (a process commonly referred to as IP Warming). These steps combined help ensure the campaigns are sent to the inbox and not the trash or spam folders.
Examples of these types of campaigns are often difficult to come by, but this example from UK hardware store Wickes serves as an example of some best practices. The overall shell of the email is on brand and will likely follow through to the upcoming marketing emails, with a prominent logo, navigation and links to social activity. The primary content is the instruction to add the sending email to the user’s address book, with detailed instructions for the popular email clients. Underneath there is a limited amount of sales based content, which is something that’s often missed in these campaigns. Whilst the key message should still be to update the address book email, sales content can still take secondary place – there’s a good balance here.