Getting a new person to opt in to your marketing emails is the first step in converting them to a paying customer for your business. To build a healthy relationship with new subscribers early on, it is good practice to send out a predefined series of welcome emails introducing your brand and your products.
Adopting a welcome series of marketing emails will not only confirm to your subscriber that you are a worthwhile business to be engaged with. It will also warm them up and prepare them for making a purchase from your company. Even if they are previous customers, research has shown those that are put through a well thought out process of welcoming emails are more likely to buy from you again.
Here are five simple steps to getting a welcome series set up for new subscribers to your email marketing service.
1. Create a flow of emails which are affected by the customer response
At this stage you need to think about how many emails you would like to be sending to your new subscribers, and to start putting them into a flow diagram so you can decide what happens and when. For instance, you might want to send a warm up welcome email which encourages the user to click to confirm their subscription. If they fail to confirm, you won’t just want to let them disappear, so after a set period of time you may wish to remind them of their need to confirm.
2. Decide on the email flow and logic
Once you know roughly what you want to be sending and why, you can start to create pathways between different email responses to work the customer journey. For some welcome series this might be as few as three stages – welcome, reminder, confirmation – but for others it might be more complex.
3. Talk to Emailey about automating these responses
Tracking and responding to a series of welcome emails is too much work to do manually, so talk to us about how you can set these to be sent automatically. You can easily schedule responses based on feedback, for instance if an email is acted upon within an hour, it could trigger another type of email, or if it is not opened for two days, some other type entirely.
4. Design and develop your email content
Now you know what you want to send, why and how you will organise the sending, it’s time to develop your content. Remember to offer a broad mix of promotional emails, engagement builders and Easter eggs to keep your customers as engaged as possible.
5. Track and monitor the outcomes
Your end goal for this activity is to convert more of your subscribers into customers, but without increasing the unsubscribe rate. You’ll need to keep a close eye on the analytics results in the early days to make sure you are achieving this goal, and if it’s not working well then you know you need to review the process.