Each and every customer that you convert is the result of a hard fought battle. But you shouldn’t rest on your laurels, it’s far from over.
They bought from you because they trust your business. During the purchasing process you’ve given them a great customer experience, of course they want to hear more about what you’ve got to offer, so where do they sign up for your newsletters?
Assuming the purchase lives up to expectations, then what happens next is a defining moment in your relationship with your customer. Manage this initial conversation properly and the opportunities open to your business will be hugely increased.
It’s no overstatement to say that the Welcome Email may be the single most important email that you send to your customers.
Recent reports reveal that Welcome Emails can generate 4 times the open rates of standard bulk promotions.
They are received whilst your customer still has you, and the great purchasing experience, fresh in their mind. Use this openness to set your stall out and keep the smooth user experience flowing.
Welcome Emails have very high open and engagement rates, providing the perfect opportunity to urge your customers to do some of your work for you. Show them how to add you to their safe-list, so they won’t miss out on any future special offers.
Of course they need to know what they’re letting themselves in for, so use the Welcome Email as a showcase for your coming attractions, tell them what to expect from you and how often to expect it. Show samples of your newsletters to reinforce brand identity and make them easy to spot when they do begin to land in their inboxes.
Counter intuitive as it may seem, now is the time to ask them if they really do want to receive your emails, allow them to set their email preferences.
The Welcome Email presents a wealth of opportunity to re-iterate your brand proposition to your new customer, take advantage of the higher engagement rates to include a soft cross sell, for example free shipping or a discount on their next order (time limited, of course!).
By adopting a few very simple techniques you can turn your Welcome Email from a bland, text based, recognition of your customer’s existence and into stage one of a small series of messages that brings them into the family, and eases them into the next phase of your highly targeted, personalised email programme.
Now, let the conversation begin…
This post first appeared on the Red Circle Digital blog