In the most sophisticated of programmes the two will intertwine, with new users moving into the nursery programme as they make a purchase. The more relevant you can make your emails to the user’s customer status, the greater the recipient engagement and the greater the chance of hitting the inbox.ĭeploying this type of programme reduces the chance of falling foul of the WSRD quality score for Windows and other major ISP reputation measures.įig. It’s important to distinguish between programmes sent to new registrants (not purchased) and new customers (purchased when registering) by separating them as welcome (new registrants) and nursery (new customers). A returning customer will have a different relationship with you than a new customer or prospect, so the messages would be different. It is important to personalise any introductory programme as much as possible, not only their name, but also their relationship with you as a prospect or customer. Just throwing the new recipient into your tactical campaigns can affect how they view your emails in the future and you could miss out on a potential quick win conversion opportunity to boot! If you have an email address and the permission to market to these users (important) this is the place that email can really make a difference. Your carefully designed (and expensive) acquisition programme has achieved some first time buyers, some attempted purchasers and some registrations.
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