Automated Welcome Campaigns: Engagement from the Start

By Alex Mastrianni posted 09-10-2014 16:38

  

A welcome campaign is a series of automated emails that are sent to a new subscriber after joining your email list. Welcome emails tend to have higher open and click rates because they are sent at the start of the subscription period, when readers are highly engaged and most interested in hearing from you. While one single welcome email can be effective on its own, a series of emails will extend and develop levels of engagement.

Welcome campaigns set the stage for the relationship you’ll have with your subscribers in the future. High levels of engagement at the start of the subscription period will lead to a more active list and ongoing deliverability over the course of your relationship with your readers. Take advantage of your captive audience and use this time to collect data you need from them to continuously send relevant emails – keeping you at the top of their inbox.

We recommend sending 3–4 messages over the course of the first few weeks of a reader’s subscription. Throughout these emails, you’ll want to:

  • Confirm

    Send your first email immediately after the subscription form has been received. Use this time to remind the new reader of your branding and what they’ve signed up for. Set expectations so recipients know how often they can expect to see your name pop up in their inbox, and offer them the chance to modify their subscription settings.

  • Connect

    Your new subscribers like you enough to join your email list, so maybe they’re interested in joining you over on your social media sites, too. Welcome emails are a great way to introduce new subscribers to your presence on the web and new ways to connect with you.

  • Educate

What are the benefits of being on the list? What should they know about you as an organization? How can they get involved? Inquiring minds want to know, so be sure to include this kind of information

Informz Success Story: Automated Welcome Campaign

ASM International was faced with high-costs of a direct mail welcome campaign and a low renewal rate for first year members. They decided to develop an automated welcome campaign by email, as a way to cut costs and more effectively nurture new members throughout their first year of membership.

Using a date trigger from their database that is integrated with Informz, they created messages that were sent out at 7/30/90/180 days after first joining. Each email focuses on a specific benefit, so as not to overwhelm the new member and to more effectively communicate the value of membership.

The personalized content of this new automated campaign outperformed ASM’s other marketing emails by an impressive 257% and saved approximately $30,000 in direct mail costs alone.

"The seamless integration between my database and the Informz email platform, coupled with the automated email feature, has allowed me to create emails that deliver results while also saving us time and money. Every day I have several targeted, high-performing emails going out that don’t require any staff intervention. It doesn’t get much better than that!” —Mark Barton, Membership Director



To learn how you can create an automated welcome campaign, contact your eMarketing Advisor today for help getting started!

Have an automated campaign success story to share? Reply to this post or email us!

 

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