6 Steps to Creating a Successful Welcome Email Experience
…you have created a sign-up form. You have placed that form on your website, in your mobile app, on your facebook page, and in other places where your customers and potential customers will see it. So, what’s next? Hopefully people starts subscribing – and sending a welcome email is that next crucial step. Litmus har written a great article about 6 tips to ensure that your welcome email creates a great subscruber experience – Read below:[av_hr class=’invisible’ height=’30’ shadow=’no-shadow’ position=’center’ custom_border=’av-border-thin’ custom_width=’50px’ custom_border_color=” custom_margin_top=’30px’ custom_margin_bottom=’30px’ icon_select=’yes’ custom_icon_color=” icon=’ue808′ font=’entypo-fontello’]
6 TIPS TO ENSURE THAT YOUR WELCOME EMAIL CREATES A GREAT SUBSCRIBER EXPERIENCE
1. SEND A WELCOME EMAIL IMMEDIATELY
A welcome email has to be sent immediately after someone signs up. Do not settle for overnight batched welcome email sending. The reason is that the new subscriber is engaged with your brand at that very moment. They were not only engaged, but interested in hearing more. They’ve started a conversation. Send your welcome immediately and continue the conversation.
Another reason to send a welcome email immediately is that it lets the person know that their signup was successful. They asked for you to send them emails and you’ve already started fulfilling that promise. That creates a good brand impression by itself.
2. GENERATE VALUE RIGHT AWAY
What did you promise subscribers in your email signup appeal? Was it to send them helpful information? Great deals? Whatever it was, your welcome email should at least start to fulfill that promise.
3. PUT SUBSCRIBER-PRODIDED DATA TO USE
Hopefully you asked new subscribers for as little information as possible during sign-up. Knowing that you would be able to collect more information from a happy subscriber or customer later. However, if you did ask for additional key pieces of information, try to put those to use immediately in the welcome email. For instance, if you asked for their name, include a personalized greeting. If you asked for their zip code, include some local store information.
4. USE CONTEXT TO TAILOR YOUR WELCOME MESSAGE
A non-customer who signs up for emails on your homepage is a different subscriber than an existing customer who signs up during your checkout process, as is a non-customer who signed up via a sweepstakes.
The email acquisition source can tell you a lot about a new subscriber – how familiar they’re likely to be with your brand, what their expectations are, etc. If you track new subscriber by acquisition source, you can analyze their subscriber behavior – their tendency to purchase, engage, and complain, for instance – and formulate messaging strategies based on that.
Use that context to tailor your messaging so that it really resonates with those subscribers. For instance, that customer who opted in during checkout on your website, pitch them on downloading your mobile app, if that’s a high-value action that’s going to increase interactions and revenue for your brand. Whereas the best strategy for that non-customer who signed up on your homepage is probably to incentivize them to make their first purchase, so deliver a generous offer that will turn that prospect into a customer.
5. DO NOT TRY TO DO TOO MUCH IN ONE EMAIL
Especially in the age of mobile when screens are small and attention spans are short, there’s only so much that one welcome email can do. So don’t limit yourself to one welcome email. Send a series.
Keep that first email in the series focused on the most high-value action – the one that’s the most predictive of continued engagement and of generating the most subscriber lifetime value. Then use subsequent emails to further educate subscribers on the value of engaging with your brand and with your emails.
6. ENSURE THAT YOU ARE MAKING A GREAT FIRST IMPRESSION
Your welcome email will be the first email that your new subscribers get from you. Will it get them excited about receiving more email or will it make them regret signing up. Part of that equation is messaging, but part of it is design and ensuring that your welcome email looks great and functions properly.
Keep in mind that just because your welcome email looks perfect on day one doesn’t mean that it will stay that way. ISPs are constantly changing HTML and CSS support and new and updated email clients and web browsers can affect how your emails render. No email is “set it and forget it,” so create a schedule for periodically reviewing all your triggered emails, including your welcomes.
By Litmus.com[av_heading heading=’Do you want to learn more?’ tag=’h3′ style=” size=” subheading_active=” subheading_size=’15’ padding=’10’ color=’custom-color-heading’ custom_font=”][/av_heading] [av_hr class=’invisible’ height=’30’ shadow=’no-shadow’ position=’center’ custom_border=’av-border-thin’ custom_width=’50px’ custom_border_color=” custom_margin_top=’30px’ custom_margin_bottom=’50px’ icon_select=’yes’ custom_icon_color=” icon=’ue808′ font=’entypo-fontello’] [av_promobox button=’yes’ label=’Learn more’ link=’manually,http://corerelations.com/campaign-workflows/’ link_target=’_blank’ color=’orange’ custom_bg=’#444444′ custom_font=’#ffffff’ size=’medium’ icon_select=’no’ icon=’ue800′ font=’entypo-fontello’ box_color=” box_custom_font=’#ffffff’ box_custom_bg=’#444444′ box_custom_border=’#333333′] Core Relations different Campaign Workflows will provide you with knowledge and inspiration on how to acquire, onboard, engage, and retain customers via email, mobile, social media and web. The Campaign Workflows will enable you to plan and execute the entire customer life cycle – ensuring that customers receive what they expect and remain loyal in return.