Sending a message to welcome new subscribers to your list is one of the most effective steps a marketer can take toward establishing positive relationships with potential customers. These messages can achieve open rates of more than 50 percent, and they have the potential to generate significantly more revenue than a general email campaign. The value doesn't stop there—establishing early engagement with your campaigns can help improve results for later emails, as well.
On the other hand, when potential customers give you permission to email them, they are conveying a measure of trust in your brand. If the ensuing experience isn't handled well, that trust can easily disappear—along with the revenue that subscriber may have generated. According to a YouGov survey commissioned by Emailvision, more than 71 percent of consumers cited receiving unsolicited messages as a reason to begin resenting a brand.
With the potential for such significant benefits, it's important for marketers take the opportunity to make a good first impression and make the most of their welcome campaigns. Over time with monitoring, testing and feedback, you will find your welcome program will evolve. We've examined the practices of top marketers and found several common characteristics to help you get your customer relationships off on the right foot.
1. Time Is of the Essence
Signing up for your mailing list is the most obvious indication that an individual wants to hear from you. There is no upside to delaying that first communication. The best practice is to automate these emails so new prospects, subscribers, fans and followers receive their welcome messages within seconds or minutes of sign-up. This is when they will be most receptive and, in fact, many are conditioned to expect an immediate response. If your organization needs more time to get this email out the door, we recommend you aim to get it out in the first 24 hours to avoid losing your new subscriber's interest.
Today's consumer has more access to technology, which is driving rapid changes in online behavior. They are connected—be it by PC, tablet or mobile—even when they are "on the go." Their ability to always be and remain connected makes it critical for digital marketers to align programs to meet these new needs and expectations.
Managing the New Customer Relationship: Strategies to Engage the Social Customer and Build Lasting Value
Valuable Content Marketing