welcome new email subscribers with a campaign - rob van slyke 12-2009
DESCRIPTION
Most marketers neglect their new email subscribers until its time to ask them to buy something in their first email blast. I.e. they let their new party guests stand in the corner feeling clueless until it’s time to ask them to come through with cleaning the dishes. They don’t say thank you and they don’t talk to them until the next party… and they will probably ask them to help with the dishes again! What a jerk! A Welcome Campaign is a series of 3-5 emails that properly welcomes and introduces your new subscriber into your world.TRANSCRIPT
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/