by Wikus Engelbrecht
3. agosto 2010 22:34
Marketing Vox has published a very interesting case study on the effects an automated welcome email had on one retailer’s email marketing campaign.
Kelly’s Running Warehouse, an online retailer, wanted to boost the response to and interaction with their email marketing campaign. They set into place a seemingly simple strategy: An automated welcome message.
In this case, the welcome email was set to be automatically sent to anyone who signed up for their newsletter in the subscription form on their website. With GraphicMail, you can do that inside your subscription form section in your account. Think about it: The moment when someone subscribes to your emails they are sending you a very clear message that they’re interested in your products. Very often, they lose interest at a later date, but in that moment they are open to your communications. You can also set up a welcome email as part of your email marketing campaign. How this works? Send an initial email to your new subscribers with a “thank you” note and a link to your site or a promotion, for instance. Then once they click on the link, the system automatically sends them a “welcome” email, which we call a TriggerMail.
A welcome email, sent at that particular point, could generate healthy interaction from your new subscribers.
Here are a few tips on how they optimised their welcome message:
• Include a promotion. Kelly’s included a “Welcome” promotion, offering subscribers discounts if they spent over $100.
• Use clear branding. Including clear logos and branding ensures that the subscriber remembers these visual details, so they’re more likely to experience recognition when they receive future emails. It also increases brand awareness.
• Include social links and widgets – both for your subscribers to follow you on social networks and to enable them to share your email socially. This is both a chance to boost your social network followers and to take your interaction with your email subscribers to a more social level, creating a community around your brand.
• Make sure you’re building a healthy list by including unsubscribe links, just in case they’ve changed their minds. It may seem counter-productive, but in the end it limits the number of bounces and spam complaints you receive, ensuring a healthy, responsive mailing list.
All in all, a welcome email is a short email in which you establish your relationship with the new subscriber and give them the information they need to make your email relationship a lucrative one.
Kelly’s Running Warehouse found that these emails, once set up, quickly received a response from subscribers – they’re open rate stood at 72% and their click-through rate at 43%. Such a high click-through rate indicates that subscribers were interested in the information offered in the email, but it also means they were more likely to make a purchase. After all, your customers can’t buy unless they visit your site. If you want to set up a similar welcome message for your campaign remember that you can integrate your Google Analytics with your email marketing, making it easier for you to track how many of those click-throughs resulted in a purchase.
You can easily set up your own welcome emails using TriggerMail. Find out how here, or for more information watch the video.
If you read this article last week, you know that it’s likely that your customers prefer interacting with your brand through email, rather than social networks. So why not follow this example and make sure you cash in on this preference by optimizing the email marketing tools at your disposal?
