Email marketing is a powerful communication channel which have been proven through several studies to be highly effective on acquiring and retaining customers.
Everyone likes to receive special attention when starting a relationship in person, whether it is personal or professional based. And it is no different when it comes to the online world.
The numbers do not lie, on email marketing receiving well new subscribers can make a real difference on the results accomplished by businesses, here are some facts about welcome email campaigns:
- Welcome campaigns assist businesses on establishing relationships up to 33 percent longer with their customers.
- They are capable of accomplishing about four times more opens and five times more clicks if compared to other types of email campaign management.
- Welcome campaigns reach about three times more transactions per email than the other types of promotional email campaigns.
- A report by the company Bluehornet published in 2013 demonstrated that about 74.4 percent of customers expect to receive welcome messages when they join on an email list.
These facts clear any doubt regarding the effectiveness of welcome email campaigns. On this article we are going to focus on some key techniques that should be applied into welcome campaigns in order for them to be successful.
Techniques For Creating Effective Welcome Email Campaigns
There are several elements which can make a considerable difference on the results of welcome campaigns. The following techniques focus on taking care of the most important elements for making the welcome campaigns accomplish outstanding results on a regular basis:
Make an Impression: Today there are an enormous amount of businesses online offering newsletters on the interests of consumers. If someone decides to get into your newsletter make sure that they feel like they have made a phenomenal decision. Start by communicating that they made a great decision regarding subscribing to your newsletter and let clear that they are going to get real value from keeping a relationship with your business.
Words are not enough, therefore from the start deliver something useful, valuable and that make an impression (maybe a high quality whitepaper, video series, e-book, a discount code for next purchase, special deal for items related to items of the first purchase, maybe some combination of options mentioned, or even something way more creative that will make your business remarkable on the perspective of your new subscribers).
Promise and Deliver: Set expectations telling new subscribers what they can expect from the next emails. What will be the frequency of emails? Will they receive promotional emails with special offers? What subjects will be covered on the next emails? And as many more details as necessary to make sure that the new subscribers know exactly what they are going to get by staying on the email list and through opening the following emails. Also make sure that everything that is promised is delivered, otherwise expect to see a high unsubscribe rate.
Do Not Ask Much From New Subscribers: Keep the first emails short and as appealing as possible for new subscribers. Just like when starting a relationship in person, people usually will not invest a considerable amount of time on the first interactions. Only as the time passes and the interactions get deeper and more value is exchanged, that people are going to be more willing to invest a considerable amount of their time, energy and resources on the relationship.
Therefore, do not ask much time and energy investment from new subscribers, since they might not be very willing to give it initially. Keep the first emails short and engaging. Then later gradually increase the length and depth of the messages.
Now that you learned some effective techniques for creating successful welcome campaigns, make sure you put this knowledge into practice.