Everyone appreciates a warm welcome, and your customers are no exception!
When a customer signs up to your newsletter, or makes their first purchase, it’s only polite to welcome them to your brand and thank them for their interest in it. The welcome series is their first real experience of being part of your story, so make sure you make the most of it!
A customer requires around seven touch points before they really remember your brand and buy into it. A welcome series should be between five and seven emails long to facilitate that.
The sequence should be written so as to thank them for their interest, and go on to establish brand awareness and educate them about your products and/or services.
The welcome series should be automated, so that each email is set up to go out according to set parameters, i.e. every day for the first 7 days after they’ve signed up. That way, you don’t have to manage the process manually – which isn’t scaleable. As with all emails, they should be personalised both to their name, but also potentially to showcase areas of interest they’ve specifically exhibited. For example, if you’re a pet supplies shop that offers grooming as a service, and a client has been browsing dog products and grooming, and perhaps then buys something and/or signs up to receive emails from you, you can tailor the message to ‘dog’ and ‘grooming’ rather than send generic emails or information about cat-related items. That would cause them to lose interest pretty quickly! Of course, that also means you need to make sure you’re tagging and segmenting your audience correctly too.
Always remember – the welcome series sets the tone for the customer’s journey. From the style and content of the welcome series, they will quickly be able to establish that they trust you and want to continue their buying experience with you. A poorly designed welcome series that doesn’t demonstrate your brand’s values and highlight your commitment to the customer’s experience will likely lose you customers very quickly!
Want to make sure you get your welcome series right? Email-Postman can help.