How effectively you communicate with new prospects and customers right out of the gate determines both the short- and long-term revenue you can expect to see from new prospects and first-time customers.
It’s all about the first email you send, and the first week of emails. They must contain relevant content—and get through to the subscriber. It’s as simple as that.
The impact of the engagement you drive from your prospect nurturing and new customer welcome campaigns exponentially expand all the way through the funnel to the lifetime value of your customers. Even a small 2% to 5% increase in engagement for your welcome series has significant positive impact on ROI. So it’s critical for marketers to squeeze every possible open, click, and conversion from this campaign.
Here are three technologies that drive engagement on your welcome series:
- Live audience improves open rates by as much as three times on that first critical series of emails. Live audience identifies when the people who have opted in to receive email from you are online, and triggers their next email in the series. Maybe they clicked on a tracked banner ad, or just opened an email or visited a website. Live audience is cart abandonment on steroids and includes page abandonment, social abandonment, and funnel abandonment. Triggering an email shortly after prospects have taken an action has a strong positive impact on open rates, future conversions, and ROI.
- Send-time optimization is the next best thing to Live Audience. If you’re not able to identify an exact time when someone is online, the next-best thing is to send emails at times when in the past they’ve been online, when they opened previous emails, or when they visited your website. People tend to follow patterns in terms of when they are online browsing or shopping, as opposed to being online working. Get the timing right and engagement soars.
- Surveys are critical emails in the marketer’s toolkit for new-customer engagement. Not only do surveys provide valuable feedback to marketers in terms of types of content their prospects are most likely to engage with, they are a friendly way to introduce prospects to your brand’s products and services and provide easy links for prospects to move directly to a sale.
Brands that add these three tools to their welcome and new-prospect drip campaigns can expect to see significant improvement in ROI, over time and all the way to the end of the customer lifetime experience, potentially doubling sales from the same customer base at no additional customer-acquisition cost. When there are more day-one and week-one opens and greater engagement, it exponentially increases open and engagement rates throughout every campaign.