By Meg Archer, Account Manager
When planning for your next email marketing program, think beyond the catchy subject line and “Welcome” email, consider ways to encourage your lead to take the next step.
You have tested email subject lines and have an intriguing one-liner nailed down, what comes next? According to Ryan Deutsch, vice president of Strategic Services at StrongMail, it is time to start planning an educational lead nurturing email campaign—or a “Welcome Program.”
A typical email marketing campaign begins when a potential lead subscribes to further communication from a company. In response, the company typically sends a “welcome” email. Deutsch argues that a single “welcome” message doesn’t cut it—there needs to be more communication and education for the program to be effective.
Let’s say you join a running club. You don’t say hello to your new running buddies and then never say another word—you chat. In doing so, you build a relationship based on your common interest in running by sharing tips and personal stories. Deutsch suggests that the same must occur when designing an email marketing program. A subscriber should be coached and integrated with the brand through multiple communications.
Deutsch’s “Welcome Program” begins with a confirmation email and is followed by emails explaining brand value, brand education, and finally a request for referrals and a reward incentive. We suggest combining the confirmation email and explanation of brand value into one email. This creates a more robust message and shows the value of the continuing to receive the company’s communication without flooding the inbox.
In the way that long talks over a 10K bond you to your new running buddies, when subscribers recognize the value of your brand and feel a connection, they are more likely to become loyal customers.
For further information, see the original article on Clickz called “Email Marketing, First Impressions Matter More Than you Know.”
