When you invite new friends to your house, do you assume they'll find a way in, forage for food, and entertain themselves while you're somewhere else doing something else? Of course not. But, notes Kim Roman at Marketing Automation Times, that's exactly how new subscribers feel when your email program doesn't have a welcome campaign.

So be a good host by greeting new arrivals at the door and giving them a tour of the house with an automated campaign that looks like this:

The first message. "Give a brief background on your company, its values and vision," Roman recommends. "Be sure to include some areas of interest or useful places for information on your website." Also, set expectations by describing the content a new subscriber can expect, and how often it will arrive.

The second message. Since most subscribers expect a confirmation message, think of this as the first "real" message of your welcome campaign. "Give your subscriber something in this second email," advises Roman. "Offer them a white paper, a discount, a free trial—doing so will not only help to foster a good relationship but it will also help you to further qualify them as a lead."

Subsequent messages. If you've gathered adequate behavioral data, use those insights to tailor an ongoing welcome campaign; if not, send messages designed to elicit information you need for further personalization.

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