Just like a first date, your customer’s initial first impressions matter a great deal. If you get it wrong, there might not be a second date. If you get it right, well, there just might be a positive engagement (pun intended).
This is why you must think through your customer’s onboarding experience. Marketing Cloud lets you automate this through email or SMS. This first contact, or welcome programme, opens the doors up to more communication, so it’s important to get it right.
The average person is exposed to over 5,000 ads a day. Setting up a welcome programme is the easiest way to put your best foot forward.
When done correctly, you’ll see an increase in transactions and revenue over regular emails – in some instances, up to three times more!
The likelihood of a customer opening your first email is much higher than other promotional mailings, because you’re still on their mind. You need to make full use of this undivided attention!
This is the perfect opportunity to initiate an engagement from the customer, so include an offer or a call to action. Think about what you want from them: is it a purchase? An enquiry? Or perhaps a referral?
This is also the best time to find out a bit more about your customer – what are their interests and preferences? Knowledge is power, and the more you know about your customers, the better you can tailor your messages to them (and the better you can grab their attention!).
Once a person has subscribed, it’s a long journey to converting them into a customer. Acknowledging this and being proactive is paramount. You must reduce the chances of them disengaging all together.
This requires education, addressing pain points, and creating trust. Bad experiences are remembered more than good ones and negative online reviews impact buyer decisions, so the cost of not putting in place a smooth on-boarding experience is too high for you to ignore.
If you want to set up your welcome programme, but are unsure how, contact us today.