With email marketing, as with many things in life, first impressions are everything. The first time a customer makes contact with your business, they should be given a positive impression of who you are and what you do. The same applies to your mailing list subscribers. You need to make sure they they are engaged and interested in your mailings immediately, otherwise they could quickly turn into an unsubscriber, and you’ll have lost a customer.
Autoresponders (emails that are sent automatically based on specific criteria) provide a useful tool to help create a good first impression for your new subscribers. Here are a few of the ways you can use autoresponders to welcome them to your mailing list, and build strong and long lasting customer relationships:
Avoid the Spam Folder
One of the easiest ways to make a positive first impression with your new subscribers is to stay out of their spam folder: nothing says ‘unprofessional’ more than a marketing email that ends up in spam. There are a number of things you can do over the course of your email marketing campaigns to help your messages reach your subscriber’s inbox, but your mission to stay out of the spam folder should begin as soon as someone signs up to your list.
After someone has signed up to your mailing list, you can use an autoresponder to ask them to confirm their subscription (known as a ‘double opt-in’). This will show that the subscriber actually wants to receive your emails, hopefully improving future engagement and reducing the likelihood that your messages will be marked as spam.
This is the autoresponder that Groupon send when someone enters their email address on their website:
This email clearly explains to the customer what will happen when they confirm their subscription, and provides a simple way for them to do so (one click).
Offer a Warm Welcome
If you wait too long to send a message when someone signs up to your mailing list, they may forget that they signed up in the first place. You can use an autoresponder as soon as someone signs up in order to welcome them to your list. Use this opportunity to provide your customers will a small gift or offer to thank them for connecting with you. This is an excellent way to encourage them to stay on your mailing list and use your business in the future.
Holiday Extras offer a discount to their new subscribers:
As well as being a great welcome to their new subscribers, Holiday Extras give their customers a 10% discount off every booking that is made from one of their marketing emails. This will help improve loyalty and increase future engagement.
Respond to Their Interests
A good business is one that responds to their customers needs and interests. Every person who signs up to your mailing list will be interested in different things. You can find out what your subscribers are interested in at the sign up stage (for example, by using tick boxes). You can then have a number of different autoresponders prepared that will be sent out based on your new subscribers preferences. This will show them that the mailings they receive from you are relevant to their interests.
You can also use a welcome autoresponder to ask your subscribers to tell you about their interests. This will simplify the sign up process and mark you as a company who cares about their customers. Visit England send this message to their new subscribers:
A good first impression is one of the things that can help turn a subscriber in a repeat customers. Autoresponders are just one of the tools that can help make your business’ first impression great.