Companies that use email marketing for the purpose of delivering messages at the right time and to the right people have much more to gain, as studies show.
Welcome messages: essential for any email marketing campaign
The welcome message is the first message a subscriber receives after signing up for a mailing list or performing a key action, such as purchasing a product or downloading a resource. This type of message is crucial because it marks the beginning of the relationship between the company and the subscriber, sets the tone for future communications and is an ideal opportunity to generate a positive first impression.
Benefits of a welcome message
- Loyalty from the beginning: Welcome messages allow you to initiate the relationship with the customer in a friendly and personalized way. This creates a sense of commitment and trust from the first contact.
- High open and click-through rates: Studies show that welcome messages have, on average, a 50% open rate, making them one of the most effective messages in any email marketing strategy.
- Introduction to the brand and products: A welcome message offers the opportunity to introduce your company, highlight key products or services and direct new subscribers to relevant content on your website.
- Segmentation from the beginning: Through welcome messages, you can also start collecting additional data that will allow you to better segment your customers from the start, personalizing their future interactions with your brand.
Characteristics of a welcome message
- Clear and concise message: Explain who you are and what benefits the subscriber can expect from your brand. It's also the ideal place to thank them for joining.
- Immediate call to action: Encourage subscribers to take the next step, such as completing their profile, exploring the website, making their first purchase or following your social networks.
- Attractive design and coherent with your brand: Make sure the message design is visually appealing and reflects your brand image.
- Offering value: An initial discount, a free resource or exclusive access are great ways to welcome new subscribers.
Success stories of companies using greeting messages
- Casper: The mattress company sends a simple, yet effective welcome message that reinforces their value proposition and encourages subscribers to explore their products. With a clean design and a clear call to action, they have managed to increase their initial conversions by 15%.
- Netflix: The streaming giant uses its welcome messages to personalize the user experience from the start. Netflix asks about new subscribers' viewing preferences, allowing them to offer more accurate recommendations and increase user retention by 20%.
- Airbnb: In its welcome messages, Airbnb provides new users with guidance on how to use the platform and personalized recommendations based on location. This has led to a 25% increase in bookings from new users.
In quantitative terms, companies that have incorporated welcome messages report significant improvements in customer engagement. An Experian study shows that open rates for these messages are, on average, 4 times higher than traditional promotional mailings, and click-through rates can increase by as much as 10%.
Messages triggered according to customer life cycle
Timed messages triggered by certain customer actions, such as a first purchase or a new purchase, show excellent consumer response.
They also help you know what to send next, which gives greater consistency to your campaigns.
These messages follow what are called "customer lifecycle strategies". The type of campaign targeted to them depends on the action generated and the stage of the customer (new, growing, mature, passive).
According to a study by eMarketer46% of companies take advantage of this type of strategy.
78% of companies use welcome programs, followed by 45% using after-sales programs. This is followed by cross-selling and up-selling campaigns and, with 33%, passive customer activation programs.
Undoubtedly, the ability to trigger messages according to the customer's stage increases the relevance and personalization of those messages.
Benefits for companies
This study clearly shows the benefits of this type of strategy. A 67% of the companies indicate that their main effect is that they increase the engagement of their contact list. In second place (55%) they increase open and click-through rates, and 54% increase customer satisfaction and retention.
They also claim to see a direct effect on the profits generated, both by an increase in sales and by better sales, which also means a higher return on investment (ROI).
Finally, this type of email marketing campaign also favors the diversity of communications, minimizing the fatigue of your contact list, as it leaves behind the promotional monologue, which some companies abuse so much, and which exhausts the relationship with your customers.
