Time and again, we have seen that marketing based on either a customer's stage in the buying process or based on specific behaviors will deliver higher response rates and ROI. But for email marketers, setting up these types of lifecycle marketing programs can be complicated, and usually involve several internal teams, including IT, and several vendors, like an ESP and web analytics provider. But there are now tools available, like Conversation Manager from e-Dialog, that puts the power into the marketer's hands and lets them build their own sequences and automated triggered messages.
Without a doubt, the welcome message is the top must-have trigger for email marketers. I find it very surprising however, that so many retailers lack a single welcome message or even a welcome series. Industry research has shown that welcome emails get four times as many opens and seven times as many clicks.
I recently signed up for emails from Rent the Runway and I really liked their welcome sequence. I think because their business is unique, they need to explain how the service works, and they use the welcome sequence to do that.
In the first message, they give a clear view of what's in it for me. I can get complete outfits for special occasions, I can get advice from experts, and I can join a community of like-minded fashionistas!
In the second email, they answer some common questions new members have, like how to get the right size, and how to know the dress will arrive in time for the event.
In the third touch in the series, they offer more ways to keep up to date and in the know, by highlighting their Facebook page, customer reviews, and company news.
Setting up a welcome sequence like this one is easy with Conversation Manager. It allows for timed sequences, as well as branching based on whether or not an initial email was opened or clicked or not. Conversation Manager is now available to all e-Dialog clients; just contact your account team for access and training. If you'd like to learn more about Conversation Manager, visit www.e-dialog.com/conversationmanager to view a demo.
Liz Lynch, senior marketing communications specialist
e-Dialog, @eDialogLiz
