![]() ![]() For instance, that customer who opted in during checkout on your website, pitch them on downloading your mobile app, if that’s a high-value action that’s going to increase interactions and revenue for your brand. Use that context to tailor your messaging so that it really resonates with those subscribers. If you track new subscriber by acquisition source, you can analyze their subscriber behavior-their tendency to purchase, engage, and complain, for instance-and formulate messaging strategies based on that. The email acquisition source can tell you a lot about a new subscriber-how familiar they’re likely to be with your brand, what their expectations are, etc. Use context to tailor your welcome message.Ī non-customer who signs up for emails on your homepage is a different subscriber than an existing customer who signs up during your checkout process, as is a non-customer who signed up via a sweepstakes. Grow your subscriber list by optimizing your signup forms and overall conversion path. If you asked for their zip code, include some local store information, for example. However, if you did ask for additional key pieces of information, try to put those to use immediately in the welcome email.įor instance, if you asked for their name, include a personalized greeting. Hopefully you asked new subscribers for as little information as possible during signup-perhaps only their email address-knowing that you’d be able to collect more information from a happy subscriber or customer later. We don’t recommend this approach as it can be jarring-as if you’ve skipped all the niceties of conversation etiquette-and may make new subscribers think that they missed out on a welcome email. To get to the value generation quickly, some brands will skip the welcome email all together and just start sending promotional emails. Why send an email that simply confirms a subscription and then makes subscribers wait to receive an email with something good in it when you can send a welcome email with valuable content instead? A welcome email can easily-and warmly-confirm a subscription and then quickly pivot to delivering value. This is one of the big reasons why signup confirmation emails like this one from MASS MoCA are pointless-and have fallen almost completely out of favor. ![]() What did you promise people in your email signup appeal? Was it to send them helpful information? Great deals? Perhaps you promised a signup incentive? Whatever it was, your welcome email should at least start to fulfill that promise. That creates a good brand impression by itself. They asked for you to send them emails and you’ve already started fulfilling that promise. Send your welcome immediately and continue the conversation.Īnother reason is that it lets the person know that their signup was successful. They were not only engaged, but interested in hearing more. They’re on your website, in your app, or wherever they signed up from. The reason is that the new subscriber is engaged with your brand at that very moment. It has to be sent immediately after someone signs up. Send a welcome email immediately!ĭon’t settle for overnight batched welcome email sending. Here are six tips to ensure that your welcome email creates a great subscriber experience: 1. Sending a welcome email is that next crucial step. You’ve placed that form on your website, in your mobile app, on your Facebook page, and in other places where your customers and potential customers will see them. ![]() You’ve created a signup form that minimizes friction. You’ve honed your email signup appeal language to entice people to subscribe. ![]()
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