A welcome email marketing campaign is more complex than simply confirming a new account.<\/p>\n
Early messages should set the tone for interaction with users, educate and encourage people to become active users (an important step on the road to recurring revenue).<\/p>\n
Each of these email messages should be brief and polite. Don't aim for deep dives; you will have time and opportunity for that later, if you do things right at this stage.<\/p>\n
To initiate this type of campaign:<\/p>\n
Integrate your email marketing tool with your CRM platform so you can pull lists of new customers.<\/p>\n
Decide what tone your customer service team will use with new users.<\/p>\n
Determine the main steps you expect the customer to take to fully engage with your brand\/product, and design a message for each of them.<\/p>\n
Perform tests by evaluating user engagement metrics and making adjustments as necessary.<\/p>\n
2. Continuing Education To initiate this type of campaign:<\/p>\n Search your current customer-facing content (blog articles, guides, webinars) and determine the most read content. Start by sharing that.<\/p>\n Adjust your strategy based on engagement metrics.<\/p>\n This includes reducing content not directly involved, creating new content that gets more clicks, and providing shared resources.<\/p>\n Don't risk being considered spam with this strategy. Think of it as a newsletter, so sending more than twice a month is excessive.<\/p>\n 3. A deeper commitment If your customer service team knows about a particular problem that cuts across most users, you can save hours of direct attention by covering that issue in a blog post or video that you share in an email message.<\/p>\n Engagement campaigns also allow you to highlight existing tools and deepen your current customer's understanding of your product.<\/p>\n
\n<\/span><\/strong>Educational messages add value to your customer relationship and position your company as a trusted authority. They also have the added benefit of helping the customer learn more about your business and current trends.<\/p>\n
\n<\/span><\/strong>Deepening customer engagement is a great way to use your internal resources as a guide for writing content.<\/p>\n