Advanced Email Marketing Tips
Welcome New Email Subscribers With A Campaign
Subscribers - Your Party Guests
Table of Contents– Welcome your new subscribers with 3-5 emails– How many should you send?– The confirmation email– Delivering your incentive for subscribing– Welcome emails– Timing of each send– Email Automation
Email Blog – Welcome Campaign: http://emailmarketingtips.verticaltraction.com/2009/12/22/welcome-new-email-subscribers-with-a-campaign/
Subscribers – Your Party Guests
• Scenario:You invite new friends to your party. The front door is open. You let them walk in and get a drink. Then you neglect them by letting them stand in the corner the entire party feeling clueless.
THE KICKER… at the end you ask them for a favor – “Help me with the dishes?”
• You would never do this so why would you let subscribers go stale by waiting until your next email blast or newsletter before communicating with them?
Fill the Gap
• Welcome Campaigns serve multiple purposes– Welcome subscriber into your world– Fill the gap between subscription and
your first real message– Point out what makes your company
unique– Give them a freebie– Deliver your incentive
Confirmation Email
• Change your confirmation email to the first in your welcome series– Remind them what they will be receiving – Tell them about the series of welcome
messages– Tease them with another freebie but
don’t deliver yet
Incentive Delivery
• Send it immediately• Send it in a separate email• Don’t distract them with other messages.
Keep it simple
Second Welcome Email
• Introduce them to your main features• Help them understand your company
– What makes your company unique?– Do you have helpful tools on your website?– Do you have a unique process?
• Highlight them in one or more messages• Don’t start selling yet – be helpful
Third Welcome Email
• Continue with your introduction if appropriate
• Deliver your freebie if this is the last message
• Point them to specific pages on your website• Don’t start selling yet!
Personalization
• More on this topic later• If you can, do it. • Speak to them as an individual• Don’t wait for your main campaign to start
personalizing
Timing of Welcome Emails
• Use your discretion• Start with one each week• If your email frequency is daily or weekly,
adjust accordingly based on what they have received in other emails.
Automation
• Your email provider should have the ability to queue up emails in advance – triggers.
• If not, it’s time to move.• Moving isn’t easy but triggered events can
change the complexion of your campaign. It’s worth it.
About• Rob Van Slyke is a 15-year veteran of interactive marketing• For the past 6 years, Rob has focused on email marketing and
squeezing out every last percentage point possible in email response rates
Rob Van SlykeInteractive [email protected] traction GET A GRIP on your web marketing strategy
Advanced Email Marketing Tips Bloghttp://emailmarketingtips.verticaltraction.com/http://www.verticaltraction.com/
