Create a memorable experience through welcome email campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 19, 2021, 5:01 PM UTC

Welcome emails are often the first brand touchpoint with a customer, away from the website or store.

With customers having plenty of options now, brands must use email and text messaging campaigns to keep customers informed and enhance their buying experience. They must make the “welcome experience” memorable. Instead of offering only free shipping, offer a good discount – anywhere between 20-30% – in welcome emails to provide immediate value to new customers.

Send welcome emails with the purpose to turn new subscribers into new customers. Instead of sending a generalised blog through emails, offer an insightful report or highlight how the brand makes a real-world impact. Since order confirmation emails outperform nearly all other marketing emails in terms of open rate, click-throughs, viewing time and revenue – over-communicate to consumers after the purchase.

Marketers should confirm the purchase went through and tell them when they should expect the product, build hype before the delivery date, send an email when the product arrives, and send a follow-up email asking for product reviews and ratings. Further, companies should also leverage text marketing to reach and engage customers effectively. They should different leverage types of SMS marketing from bulk SMS and two-way messaging to transactional SMS.

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