Get Ready for 2013: Customer Acquisition Emails
It's almost impossible to identify the prospects with long-term customer potential. The only information you have available is the original source and what people choose to share. Requiring additional information to better qualify subscribers is counterproductive—long sign-up forms yield fewer subscribers. The objective of your sign-up form is to gain permission to email prospects. The trigger emails following subscription can be used together additional information as well as convert the subscribers.
Start with a welcome email that thanks people for subscribing. Ask if they will share their preferences so you only send relevant emails. Be very careful with this. Do not ask what the subscribers want if you are not going to honor their wishes, it will alienate your prospects. If you choose to ask the questions, limit them to five. Keep them on one page above the fold with the save button in clear view. People's eyes start to glazing over when they see a long list of questions.
The emails following the welcome letter need to build trust, provide relevant information and match the preferences indicated earlier. Don't presume your prospects know about your top-notch service, liberal return policy or special promotions. If they do, the emails will serve as a reminder. If they don't, providing the information is a service. Including customer testimonials and product reviews provide social proof and help establish trust.
Here are some do's and don'ts for creating a triggered welcome email campaign:
- Do include an added bonus in every email. This can be as simple as providing tips. For example, a B-to-C business selling cookware could offer recipes and cooking tips. A B-to-B company selling office supplies could offer productivity tips.
- Don't overwhelm new subscribers by bombarding them with emails. Test different delivery times and spacing to find the best strategy.
- Do provide links to your website and additional information in every email. Always gives people a place to go and easy way to get there if they want more.
- Don't include icons for social media sites without providing a call to action. Give people a reason to connect with you on the other channels.
- Do test everything. What works for your competitor may fail for you and vice versa.
- Don't think of your welcome email campaign as "set it and forget it" marketing. Strive for continuous improvement to maximize your return.