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Welcoming Workflows:The Importance of Courting your Customer
Laura Santos – Envelopes.comAubrey Jones -BrontoIt’s nice to meet you!
Hmmm….I wonder what they do?40 Year Old – Privately Held – Envelope & Stationery Company based in Amityville, NY. (Yes, that one, the one with the “Horror” house.)
Envelopes.com
Welcome Series…
…What is it?A welcome series is just that, a series of messages that welcomes the contact with the purpose of building a long term relationship.…Why do I need one?Front of mind means front of wallet.
Or in other words….…a welcome series is like creating an attractive online dating “About Me” section…which often includes: -a brief description of what you are passionate about or thankful for-a couple of things your friends say about you-the first thing people notice about you (other than appearance)-five things you can’t live without, and the latest good book you’ve read.
Why is the 1st message so important?
-1st welcome message has the highest open across all messages-Sets the stage for the continued experience and relationship with the brand-Use prime email advertising real estate to grab the contact’s attention and push your message across, loud & clear
1st Welcome Message-Be clear on who you are. Use recognizable branded message assets.
-Set expectations up front.Tell the contact what you’ll be sending and how often.
-Offer an easy exit strategy.Make sure the contact knows how easy it is to unsubscribe. It’s better to find out now that they’re not interested then 10 messages down the road.
Be Recent, Follow Up & Follow Through-Don’t wait too long for that 2nd message
-Follow up with what was promised and keep the excitement going
-Give them a reason to like you, heck, give them the top 10 reasons they should like you!
Keep the Love Train Coming……Give them insider secrets -Share special features about your site, brand or company-Make it easy for contacts to come back and share a little more info on each welcome message-Envelopes.com wants to share how easy it is to shop on the site by featuring the “ways to shop”.
More Fun and Exciting Features……Sharing is caring, prospects want to feel like they’re fully informed before they make a purchase–Show them how easy and painless buying on your website can be and they’ll feel at ease- At Envelopes.com we feature our Re-order Center as a quick way to make repeat purchases
Be Social & Take a Step Back-Where else can contacts interact with your brand?Give them a community perspective of how you operate–It’s time to get off your soap box and let others share the good, and sometimes bad, about your brand-You think you know, but you have no idea.At Envelopes.com we tested a few social campaigns in the welcome series. It’s interesting to see what tactic actually worked versus what tactic you thought was a clear winner.
Social Experiment
It’s Time to Meet the Friends……Forward to a Friend campaigns are a great way to build list membership–What’s better than having a loyal customer vouch for your brand? Free marketing, if you ask me.- Brand Advocates can be powerful tools and should be rewarded with special attention
Famous Words “We need to talk”……The Dreaded “Talk” Don’t be afraid! -Listen to what the contact wants and let them set the boundaries, in email talk that means: let them manage their preferences-Remember, receiving fewer wanted messages is always better than sending more frequent un-wanted messages. (Nobody likes a stalker!)
Keep the Flame Burning……Content is king! People love to read about people just like them.–Think about featuring customers with their very own spotlight story or newsletter-At Envelopes.com we feature customer projects. You’d be amazed on what people are willing to share and in turn how successful those campaigns are.
Things to Keep in Mind…-Different Strokes for Different Folks Send them different messages based on where they came from. (site webform, social media, business card fishbowl, in-store, etc.-People want to be recognized, so personalize the welcome messages with dynamic content-Collect DATA, DATA, DATA and then analyze it! If you’re collecting data and not analyzing…then it’s useless.-Find what works best for your brand through testing. TEST Everything…length of series, content, creative, offers, message sequence, etc.
Our Current Pride & Joy!
Get in the Node!
Workflows are the best thing since sliced bread!...says Me! -Workflows are an easy way to start lights out marketing. Once you start, you’ll be addicted and asking your self what else can I put into the workflows?-Just remember, only one trigger can be used per workflow, so put your thinking cap on and start sending.Take it Away, Aubrey!
Welcoming Workflows:The Importance of Courting your Customer
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