Is your welcome a bore-o/snore-o or does it come with stars and sparklers? I am talking about the welcome email message you send to new email subscribers. Are you putting these new potential customers to sleep or sending them to their wallets to pull out a charge card?
The author of a white paper about effective email marketing for retailers asks: Since first impressions are everything, why do so many retailers welcome new email subscribers with single, plain, text-based messages that do nothing more than confirm a subscription?
Heather Blank, director of strategic services as Responsys, wrote about this and a whole lot more in her white paper, “Retail Marketer’s Playbook: Your 180-Day Email Marketing Game Plan with Top 5 Plays.” The white paper is available at DMNews.
Blank suggests transforming welcome emails into a thoughtful, automated program. “Send new subscribers,” she writes, “a series of well-timed emails that provide an introduction to your brand, web site, products, and overall email program.” She recommends sending well-designed emails that grab a subscriber’s attention, create connections and convert subscribers into customers.
And, using the beauty retailer Philosophy as an example, Blank says this company increased its conversions from subscriber to customer by 200 percent and generated 10 times more revenue per email.
Her suggestions sounds worthy of consideration.