The first email: The soul of email marketing strategies

The first email to send to customers (welcome email) is considered one of the most important weapons of a company when using email marketing strategies. However, not all marketers know how to open fire with this method

Welcome email is the first email that the company sends to customers after they sign up for the website of the company with the desire to get on-line services, internal newsletter, business updates or promotions, etc.

A welcome email normally includes customer thank-you letter for service registration; a registration password; company website link; the way to cancel registration or update user’s information, an e-mail address to answer any questions.


Welcome email is a great opportunity for marketing because of the ability to be opened by the consumers is much higher compared to other spam emails, as they care and want to receive more information about the company and the product services. And of course, the communication between the customers and the company will be quicker and more efficient through this first email.

It can be said that the whole marketing strategies by e-mail are whether successful or not depends a lot on this first letter. So why not take full advantage of this opportunity to impress the consumer when welcome email brings many benefits?

High efficiency

According to a study by New York Direct Marketing Association, during the two years, welcome e-mail plays the most important role in e-mail marketing because it can show two-way communication. Enterprise recognizes the interest of the customers, the customers are provided information related to the enterprise that they wish to receive.

New York Direct Marketing Association studied the welcome emails of 118 largest retail companies in the US such as Art.com, Best Buy, Coach, Drug-store.com, Gap, HP, Macy's, Target.to learn about how these companies catch and take advantage of customer’s "first impression" via welcome email. The study showed that in 2007, 72% of retailers sent welcome emails to customers compared to 62 % in 2006.

It shows that enterprises are aware of the importance of welcome email. At the same time, 98% of the welcome emails include a link to the company's shopping site instead of only 88% in 2006. Today, enterprises know how to use welcome email to create opportunities for customers to access to as much their information as possible.

Quick access ability

The first email sent to customers is closer to the account register time on the site, the higher success rate can get and also demonstrates the dynamism of enterprise. Research by New York Direct Marketing Association shows that 61% of enterprises send welcome email within 10 minutes after consumer registers an account on their website. 19% of enterprises take a longer time but not more than 24 hours.


13% of other enterprises send the first email to consumer within a week. In this study, up to 6% of enterprises send the first email over a week. Delaying the first email sending is the main reason that makes your email deleted because customers will forget they signed up to receive emails.

 

Gather much information

Enterprises are trying to improve the welcome email form to attract customers, such as, instead of sending full-text emails, they will send HTML or XHTML (HyperText Markup Language) emails. Vivid contents, rich forms will make consumer remember much about the site and come back often.

Companies do not want to bring out a lot of detailed questions when registering to use email because if it takes a long time, subscriber will get discouraged and stop working.

However, do not get customer complete information, company will encounter more difficulties because of not understanding their demands, their wishes and will not be able to send emails that meet their needs.

Welcome email can help company overcome this problem by updating customer information every time they open their emails, keeping track of their wishes, so company will experience more, feel more about their customers.

Note when constructing welcome email:

1.   Program synchronization

Welcome email is considered the start of communication relationships with customers by email. Therefore, welcome email has to be synced with the following information emails about form and wording. Marketers normally do not innovate; they only depend on the available welcome email model that does not fit the following application about e-mail marketing program.

2.  Always remind customers about the benefits of the email relationship

Always remind customers why they should register and monitor the enterprise’s emails. Giving them some reasons to do these is to increase the benefits of email communication relationship.

3.  Approaching customers by following goals

Do not send a long email at the first time with unnecessary information. Clearly defining what is the company's goal when using the email marketing program? Whether you are looking to drive customers to a website to buy products and services?

Or you want to use email to build your business image? Or you simply want customers to read articles or watch the advertising banner on the web? Focusing on target right from the first email sent to customers.

4.  Accompany gifts, promotions

Gifts or promotions are always a motivation to promote customer action. Thus, in the first email, we should provide customers with the opportunities to receive gifts or promotions. If your site is about providing online article, then offer customer other small articles when they buy a special post.

Or we should give customers a chance to raffle when they visit the site. Remember, creating competition by limiting the time for applying for these gifts and promotions.


5. The number of emails approached customers

Just three welcome emails are enough to recognize whether customers want to receive or reject the opportunity to interact with the enterprise. The first e-mail aims to confirm registration and know the amount of time that customers want to communicate by the next email - weekly or monthly.

The second email will provide an opportunity for customers aware whether they had received the really important information or just the general information that they are not intersted in. The third email should collect customer opinions cleverly if they wish to receive information from enterprise or not, or need to add other necessary information.

The people who receive the most spam emails in the world

Spam or junk e-mails are unwanted emails which were often sent indiscriminately to many people to introduce and sell goods and services. While in office, General Manager of Microsoft Corporation received 4 million unexpected emails a day within most of them are junks.

However, the software king had a special system to filter out these unwanted emails. Steve Ballmer, CEO of Microsoft reported at a conference in Singapore that "Mr. Gates is probably the world's most spammed person because of a simple reason: he is Bill Gates”.

Mr. Ballmer also claimed to be one of world ranking people who receive spam mails, because he always show his email address when having a speech. Although Microsoft uses modern multiple spams filtering technology, there are about 10 spams reached into his mailbox everyday.

(According to Marketing Magazine)