How to start the email marketing journey with your customers
How you welcome customers or mailing list sign-ups really does make a difference to how your brand message is perceived. With email marketing it is important to make your ‘Hello’ good enough to hopefully form a relationship with your customer that will lead them to not want to say ‘Goodbye’ and importantly, drive up their frequency of purchase. Welcome emails should be highly personalised but at the same time automated, for some of our clients, who use email marketing, they form one of the key channels which is why we refer to them as a ‘welcome journey’.
Through email marketing, sending emails to new customers and sign-ups have the highest open rates of all your broadcasts, friendly consultancy often see 50%+ and with the right welcome journey and sign-up method 80% can be achieved. This gives you a great opportunity to show the customer and sign-up what your company does and more importantly, what you can do for them. This gives you the chance to generate sales immediately and create an impression on the sign-up. The welcome email is a perfect opportunity to collect data from the potential customer, so if they haven’t completed all the fields, ask them to and if they have, ask them to confirm their details.
When a new customer makes a transaction with your business and first interacts with your database they know that they will get a confirmation from you. This is NOT the welcome email, this is a transactional email around a specific action. We normally send our welcome email at 10am the day following interaction. You are still in the customer’s mind and they are more likely to read it as it’s not a transactional email.
The welcome email should be designed in the style of the company’s branding, creating consistency through colour usage and formatting throughout the various channels with which you interact or communicate with your customers. Let the subscriber know what you will be sending to their email, mobile and postal address if they have filled in all sections of the data collection form, along with how often you aim to contact them and through which channels. This can form the basis of a Customer Charter, which you should have internally for your own reference but is equally important to display to your customers, so that they can have confidence on sign-up. Also, remind the customer that they can unsubscribe at any time if they so wish, in order to put their mind at ease. Remind the customer of your social media pages to encourage a higher level of interaction and familiarity as well as keeping up to date with what you are up to.
A good way to relate to the customer and form a relationship with them would be to address them by their name or customise the email so that it is personalised, showing the individual value of your customers. If you can link the content to the query of the customer or include offers relating to their upcoming birthday etc. it shows that you have taken their details into account and acknowledged them personally rather than viewing them as a mere number added to the database. This tailoring can also be used in the subject line of the email to encourage open rates and stand out from the numerous emails the subscriber probably receives on a daily basis.
Make sure the welcome email features a strong call to action to encourage your new subscribers to interact with the company at an early stage. This could be anything from social media interaction like ‘follow us on Twitter’ or incentive-based actions such as ‘click to redeem you’re 50% off voucher’. You should give the subscriber the option to ‘call for more details’ in case there is anything in the email that they are unsure of or that needs explaining, as all enquiries will not be answered via the website.
You should resend the welcome email using a different subject line if the email has not been opened. There is no correct amount of days between resending as different industries will have different results. I would advise alternating between the send times and days in order to test your welcome email to find out what action produces the best response rates. Practice makes perfect!