Customer onboarding is an overlooked facet of email marketing, and it really shouldn’t be; after all, you spend all that time and effort acquiring customers, doesn’t it make sense to help them find what they’re looking for? In this video Mike talks about the role email marketing plays in customer onboarding and the most important email types that should be sent to customers as they’re looking to get accustomed to your website and product/service. Several of the emails may be ones you are familiar with, but at least a few may surprise you.
- [Voiceover] Hansel and Petal has just signed…another customer.…Now they need to figure out…how best to propel them to purchase,…or at least engage with our content.…No matter your business model,…customers sometimes need a little push…towards action.…Setting up an email marketing program…that includes sending all, or some of…the following types of messages…to clients as they ramp up,…is a crucial business undertaking.…Here are the messages you need…to make sure you send each customer.…First, start with a welcome email.…Just as you would greet someone who…walked in your house, so too should you…welcome them to your customer list,…with a friendly and personal greeting.…
Keep it light and helpful.…Next, send a personal welcome email.…Although these are triggered, having a…personal welcome email from someone…in a position of authority is a great way…to influence the reader.…An email from a CEO talking about…his company's mission, and how you fit in,…is sure to reassure customers they're valuable.…Continuing on, send a getting started email.…
Optimization strategist Michael Duquet helps you take your newsletters and eblasts and refine them into targeted, revenue-generating emails that your customers actually want to read. He walks you through choosing the best tool for your company, defining your micro and macro goals, and creating a believable sender persona. Then, he goes deep into segmenting: creating granular lists based on demographics (such as geolocation, gender, income, or industry) and behaviors (such as purchases, emails read, or clicks). He also reviews the best practices for mobile emails, including eye flow and the role of images and video. Finally, he shows how to perfect your engagement with tips on writing effective subject lines, placing your calls to action, and sending emails at the right time.
- Setting up email for the best screen resolution
- Getting the right email marketing tools
- Defining the customer contact journey
- Sending onboarding emails
- Researching emails
- Segmenting emails
- Building your persona
- Optimizing emails for mobile viewing
- Optimizing the subject line
- Sending email at the right time