First impressions lasts: Email marketing welcome flow by Michael Leander

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Michael Leander's stand in presentation at the Email Marketing Day @ Your Desk. It talks about the importance of implementing a good welcome flow. Something that many email marketers do not do.

By implementing a good welcome flow, there is a good chance that you can increase subscriber lifetime value and - in turn - the monetary value deriving from each individual email newsletter / email communication permission.

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First impressions lasts: Email marketing welcome flow by Michael Leander

  1. 1. First impressions last ! Increase email marketing subscriber lifetime
  2. 2. Michael LeanderAt the Email Marketing Day @Your Desk I had to stand in last minute for another speaker. This is what I came up with
  3. 3. In Email marketing it paysto think about this!• When a new person subscribes to your email marketing communication – that person is interested in what you have to offer• A good first impression is hugely important• Because first impressions lasts, you must find a way to engage your new email subscribers to make a good first impression last• Here are some thoughts >>>
  4. 4. The First 30 Days + the Welcome Flow In email marketing The experience at the beginning of the relationshipimpacts the LENGTH (how long the average subscriber will stay with you) and the VALUE of the relationship
  5. 5. The First 30 Days – Acquisition activities creates expectations Banner1. People eyeball your content concept description2. Your USP’s and promises creates expectations3. The expectations leads to ”Action”4. Your target audience has Text link moved from indifferent to interested, desiring to5. Go to your sign-up page6. At the sign-up page you convert the person to Action (sign-up)
  6. 6. The First 30 Days – What’s your flow? Sign-upLevel ofinterest First Push Contact referral First Newsletter Second newsletter Acquisition Sign-up First newsletter Second newsletter 3,4,5..... Time
  7. 7. What !?This is what the previous slide communicated: – When someone subscribes to your email communication they are usually highly interested – Over time that interest decreases dramatically – It is not uncommon that less than 50% of your email subscribers give up on you after 2,3,4 newsletters – But you can improve if you implement a good welcoming process/program
  8. 8. You’ve got a new permission to email -now treat her nice with a welcome program Welcomeemail with 5 days later First offer e-mail newsletter And so on 1 day later: 10 days Satisfaction Our most later email survey; popular how are we stories doing, how (offers, can we videos etc) improve, is this for you
  9. 9. Great way to re-affirm theGreat call to actions – value of potentially engages subsribing the new subscriber immediately
  10. 10. Confirm what 80% of newhas been signed subscribers up for works click on one of the three links
  11. 11. Educate your new subscriber –sequential auto responder welcomingprogram Day 1 Day 3 Day 5 12
  12. 12. 2 quick ideas foreffective recipientprofiling >>> 13
  13. 13. Highly effective method to appendrelevant information to each profile• Which of these two cars best suits your needs?• Once user clicks, the preference is stored in the database. Respondent is taken to a page with more information about the preferred BMW 14
  14. 14. Asking friends or colleagues opinion torefine profiling and engage youraudienceHi Anna Hi IvanaIf you were to buy a new sofa Can you guess which sofatoday, which one would you your girlfriend Anna wouldprefer? choose?Click the sofa you prefer Click on the sofa you think Anna would prefer 15
  15. 15. Learn more about this topicMichael Leander is an internationalmarketing speaker. He has spoken in 35+countries and at countless webinars..Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.comEmail: leander@michaelleander.com

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