You’ve started capturing B2C leads and want to put the right communication strategy in place to increase conversions over time. But what type of content should you use?
Setting up an effective, automated welcome scenario is crucial to achieving your performance goals. Your newly acquired leads have a high conversion potential within the first few weeks after subscribing to your newsletter.
That's why it's essential to engage them with content that can boost their KPIs.
Running out of inspiration on the topic?
Here are 5 essential emails to include in your PMR welcome scenario.
The welcome email
It is sent instantly to every new lead who has subscribed to your newsletter. It is the first welcome email.
The goal is to thank the user for registering and to start building a relationship of trust with the brand. So be transparent about your intentions!
You can let them know what types of content they'll receive, how often, and remind them that they can unsubscribe at any time. Including a welcome offer is also a great way to quickly convert leads into customers.
It is also a good time to highlight your different universes/categories of products or services and their values.
Don't forget to use plenty of visuals and CTAs (calls to action) to invite them to discover your offer.
The offer reminder email
It can be sent in +2 or +3 days, if the lead has not converted in the first phase of your welcome scenario.
It allows you to remind them of your current offer and its exceptional nature.
Depending on your prospects' activity, you can adapt your subject lines or Hong Kong Email List layout based on their profile (non-openers/non-clickers, etc.). For example, for a prospect who didn't click on your first communication, review your message layout and choice of visual elements. This will maximize your chances of prompting them to take action.
Good deals by email
The goal here is to show the diversity and attractiveness of your offer by highlighting your current promotions. Potential customers are very sensitive to brand offers and tend to wait for the most suitable moment to make a purchase.
So don't hesitate to share your top products and offers.
Illustrate (with an image of one of the best-selling products in your selection) and link a CTA to each of your discount offers to encourage people to click and increase your KPIs.
The “good deals” email is a core element of your welcome scenario and is directly in line with ROI logic.
Email "Last Hours"
Playing on your users’ feelings (e.g. mystery, curiosity, urgency, etc.) can often encourage them to take action and boost your KPIs.
To set it up, use your b2c email lists subject and/or a dynamic format within your email, such as a gif or countdown timer.
This is a great way to call visitors to action by reminding them that your offer is special and for a limited time only.
A tip: if you want to opt for a dynamic counter, combine it with an offer valid for a relatively short period (a few days). If the period is too long, you will lose the "urgency" effect and therefore the positive impact on your KPIs.
The reply email
Often, when managing a potential customer base, marketers opt for 100% promotional communications. However, it is always beneficial to gather more information about your customer base, in order to better understand their desires and dismotivations and develop your offer.
This will also allow you to further personalize your future communications with your potential customers and increase your performance.
Each advertiser, sector of activity and potential customer base has its own specificities. We therefore strongly recommend that you adapt your communication strategy to your business and carry out A/B tests with all your emails to identify those that are likely to generate the best performance.
Feel free to review the progress of your welcome scenario and achieve your performance goals.
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