One year ago we were talking about the triggered email marketing. This is a technique that allows to customize the evolution of a campaign depending on the users behavior, choosing a special schedule that operates according to certain events. In this article we will examine two must have scheduling steps that no email marketing campaign should miss.
Welcome aboard!
We like to think of email marketing as a social channel, rather than a one-way statement. There’s a strong difference between speaking with someone and talking to him. Surely, a valid way to start a conversation is to say hello, such as we do in traditional relations.
Despite its importance, automated welcome e-mail are often overlooked by marketers. According to a research conducted last year by Experian Marketing Services, this kind of message can produce conversion rates nine times higher than generic first e-mails.
It’s clear imagine what, however, the research confirms:
- Welcome messages with a reward (like a special offer to new customers) generate more conversion than those without a reward.
- Instant welcome messages generate eight times more conversion than the ones sent on a weekly (or more) basis.
Consider three assets:
- CHECK: welcome messages, in particular the ones those contain a double opt-in, allow to confirm non only the interest of the user, but, moreover, the address validity.
For this reason, don’t send a text message with just a few lines of welcome: prepare a graphic template in accordance to the regular template of your newsletter: this is the first impression!
- INTRODUCTION: welcome messages give the opportunity to present the company and the benefit already reserved to those who have already subscribed to the list. Further a welcome message is also effective to focus on the tools available to the members.
Despite this, do not overwrite: send the key concepts keeping in mind that users will probably store this first message.
- DRIVE THE EXPECTATION: the welcome messages, are, after the registration page, the place where you give the idea of who you are and what your subscribers can expect from you.
In addition to this, consider a follow up. Help new members to manage the different kind of you communications, collect feedback and make possible to the user to manage their own preferences.
The overall goal of a welcome message is to iniziate and pursue a relationship with prospects: if you will be able to enhance their motivation to be in contact with you, you will have the edge over the conversion process.
Remarketing
You may have heard something about the Rule of Seven, theorized by Jeffrey Lant. The idea is simple: if you work in the marketing industry, you must enter into the mental dynamics of those who can buy. The theory claims that a significant penetration of the market needs at least seven contacts over 18 months.
Actually, this rule is not to be taken literally, at least for email marketing. You should be ableto understand on your own which is the right frequency to your readers. In any case, it’s important to identify the need of follow up since each user left to himself can became a sales wasted opportunity.
Marketing aim is to attract back those potential customers who may have begun a path towards conversion. Bringing them back will give you a second chance to monetize their presence.
Many polls show that most company do not have a re-marketing program, do you? If not, we can give you two suggestions!
- FORWARD TO THOSE WHO DO NOT OPEN THE MESSAGE
Sending tools enable you to check the open rate of each e-mail you send. You should give a new opportunity to those message that have not been open by the recipients. You may have sent in the wrong moment. Open rate, with a reminder sent after 7/10 days from the first delivery, can improve by 50%.
- FOLLOW THE PATH OF CLICK, DO THEY CONVERT?
If a user click on a link, he may be interested in your offer, but what if he do not convert? Follow the path and identify those users and encourage and convince them to the purchase. Do not just resend the message: change the subject, customize the offer making it more attractive and give a deadline.
Again, always remember the Rule of Seven: a successful marketing requires relationships that are built over the time.
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