Today I received my first email from a company that I signed up to receive emails from more than two years ago. What??
Not only was it their first communication to me after two years but they were asking me to help them – really? They asked me to vote for them in a contest that would help them win a grant for their small business. I’m all about helping but I’d at least like to cast my vote and help out someone that I know something about or have kind of relationship with.
If someone gives you their email address they are raising their hand and saying, to some extent, they like you and would like to hear from you. Even though they just met you, they’ve given you something personal – their email address. It’s up to you to take that and begin to cultivate the relationship, engage with them – talk to them.
Reach our to your new subscribers with a simple welcome message campaign immediately after they opt-in. I have found success with welcome campaigns that contain three separate emails that are sent out over a seven week period. Here’s an idea of the some the content I’ve used in each of the emails.
Image courtesy of webseoanalytics.com
First email sent immediately upon opting in: Thank you for signing up and we are glad you have joined, stating our privacy policy to instill trust in our subscribers and then outlining how often to expect emails from us so that they know we won’t take advantage of the email.
Second email: Sharing the story of our organization to connect with people on emotional level and emphasizing the experience they had or will have when they interact with our brand.
Third email: Inviting our subscribers to connect with us through our social media connection points and then providing them with a coupon to shop with us.
Don’t miss the opportunity to make a great first impression with your first email.
What’s your standard practice when someone subscribes to your email list?
His email was brief and began with a call to find a safe and secure place in your home. He then presented ten action items in the event that your house or property was impacted by the storms. His closing was another call to be prepared along with his contact information. Blake is doing a great job of providing content I can use (even though I’m not his customer) and if I ever decide to make a switch with my insurance provider you can be sure Blake will be at the top of the list.
Here’s my weekly round-up of people, places and resources that inspired and energized me. In one way or another they each relate to integrated marketing, customer experience or leadership.
