9 Keys to Optimizing your Welcome Email Program
With the New Year behind us, email marketers are quickly transitioning from planning to implementation. An often forgotten, but vital piece to your email marketing efforts is an effective Welcome Email Program. While an engaging welcome email experience doesn’t always have an immediate impact on revenue, it helps establish successful relationships early, and can drive higher customer lifetime value over the course of the relationship. To expand on my last week’s article about triggered & transactional email campaigns, here are the key components to designing an effective Welcome Program: 1. Send a message confirming subscription right away: Immediacy is key to confirm the subscription. Thank customers for signing up and fulfill any incentives used to entice their subscription. 2. Implement a Welcome Series: Notice how I said ‘Welcome Program’ and not ‘Welcome Message’. Develop a true onboarding funnel using a series of messages to introduce subscribers to your brand, prime them for engagement…
What to Consider When Setting Up Automated Nurture Programs
You’ve done it. You created an amazing marketing campaign, and you’ve got thousands of new contacts stacked up in your marketing automation suite. Great! What’s next? How can you move these contacts down the funnel, get them to know more about your company and offering and eventually convert them to customers? What you need is a lead nurturing program. A sequence of well-crafted experiences and messages, delivered via relevant marketing channels in a perfect timing, each one complementing the others and together, playing in harmony in order to push the contact into falling in love with your brand. The benefit of such a program is that you set it up once and can optimize on the fly while it is running. This saves time and money and you can actually focus on creating appealing content, the thing marketers like to and should do. There is also less room for human error…