Thousands of visitors come to your site each month – many even register online – but don’t buy anything. Are they just browsing, researching or planning an in-store purchase? Here are some tips for developing a welcome email campaign that will help drive these consumers to make a future purchase – either online or in your stores.
1. Build long-term relationships
In addition to an initial welcome message, think of this email campaign as a way to build a long-term relationship with consumers. A great way to do this is by providing educational content about your products and services. Take consumers behind the scenes to show how your products are manufactured, the quality craftsmanship, durability, etc. Make them feel part of your brand.
2. Start with a test group
To ensure optimal results, roll out your email campaign to a small test group and monitor the initial results for several months.
3. Refine, refine, refine
During the test phase, refine the content and timing of both the initial welcome and follow-up email based on test group responses.
4. Deploy to your full list
Once all aspects of your email campaign are optimized, deploy to your full list, but maintain a rigid cross check process (like you did during your test phase) to ensure maximum results.
5. Measure your results
Look at how your campaign performed – check open and click-through rates. Did your campaign have any impact on revenue within a 90-day period? Continue to make tweaks to your campaign content based on where you are seeing the best returns.
During this entire process, you’ll have a number of unsubscribers, which ultimately ensures a more targeted recipient base for future email campaigns. As you roll out additional campaigns, you’ll see your unsubscribe rate drop, indicating that people who stayed on the list are most interested in your brand marketing.
Copyright 2010, Official Blog of Blueport Commerce
1. Build long-term relationships
In addition to an initial welcome message, think of this email campaign as a way to build a long-term relationship with consumers. A great way to do this is by providing educational content about your products and services. Take consumers behind the scenes to show how your products are manufactured, the quality craftsmanship, durability, etc. Make them feel part of your brand.
2. Start with a test group
To ensure optimal results, roll out your email campaign to a small test group and monitor the initial results for several months.
3. Refine, refine, refine
During the test phase, refine the content and timing of both the initial welcome and follow-up email based on test group responses.
4. Deploy to your full list
Once all aspects of your email campaign are optimized, deploy to your full list, but maintain a rigid cross check process (like you did during your test phase) to ensure maximum results.
5. Measure your results
Look at how your campaign performed – check open and click-through rates. Did your campaign have any impact on revenue within a 90-day period? Continue to make tweaks to your campaign content based on where you are seeing the best returns.
During this entire process, you’ll have a number of unsubscribers, which ultimately ensures a more targeted recipient base for future email campaigns. As you roll out additional campaigns, you’ll see your unsubscribe rate drop, indicating that people who stayed on the list are most interested in your brand marketing.
Copyright 2010, Official Blog of Blueport Commerce
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