eM+C: Critical Elements to Getting Your Welcome Series Right, From the Start, Part 2
By Ross Kramer, CEO, Listrak
From 4.16.10 edition of eM+C All About Email
In my first Welcome Series article we looked at the benefits an automated series provides over a single welcome message, including building long-term customers and brand advocates, increasing subscriber value and campaign ROI, and reducing subscriber attrition. And I shared five key elements of a successful email welcome series: setting specific goals, determining the number of messages, setting the right cadence, differentiating the welcome series from other email, and automation.
In this article, I’ll cover five additional elements of a successful welcome series focusing on the content of messages.
Segment– Using subscriber information like entry point and preferences lets you target your welcome campaigns to increase relevance and better connect with subscribers on an individual level.
Subject Lines – Cut through the clutter of the inbox by including the term “welcome message” along with the number in the series to help the messages stand out.
Branding – Be sure you use the Welcome Series to reinforce your brand in the from line, domain, links, header and footer information. This is an opportunity to build brand awareness and loyalty when the customer is interested.
Content – Every message in your series needs to be clear to your audience, and therefore should include:
- Number – let subscribers know where they are in the series with a statement like “Message 2 of 3.” That way, they’ll know what to expect.
- Recap/sneak peak – include brief statements like “In the first message you learned about member benefits” and “In the next message you’ll learn about our return policy.” This information keeps subscribers on track.
- Contact info – always include multiple ways for your subscribers to contact you via email, phone, online forms, and physical address.
- Incorporate Social – your email and social marketing should support and promote each other to enhance subscriber interaction. So include your social links in all of your emails. Invites for friends and family – give subscribers an easy way to share your emails with friends, family, and social networks.
- Header/footer information – a quick opt-in reminder along with a request to add you to their safe sender list is a best practice to help ensure deliverability.
- Personalize – include the recipient’s first name in the message as a friendly reminder that you know each other.
- Ask for Preferences – include a link to your preference center and give subscribers control of the messages they receive by linking each message to your preference center.
- Share your privacy policy – let subscribers know their information is safe and secure with a link to your privacy policy.
- Special offer – it’s not a necessity, but a discount always makes people feel good about signing up to an email list.
Follow CAN-SPAM regulations – Prove that you are a serious, legitimate email marketer by sending CAN-SPAM compliant messages. Emails must include a one-step unsubscribe method; physical address; non-deceptive subject line, transmission information, and heading; and a fully functioning return email address.