Win with Lifecycle Marketing: How to Nail the Welcome Message
29 Sep 2022
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Perhaps the most important piece of communication a brand sends a customer happens immediately after a user signs up to receive emails and SMS messages- the first welcome message of your lifecycle marketing program. Whether a brand is focused around an app, a product, or a service, interest on the part of the end user is highest, intent to engage with the product is highest, and it’s a chance to bring content to the user that will bring them over the finish line.
So, what goes into a good piece of communication here?
First off, it’s paramount that if a brand is signing up a user for both emails and text messages, there’s a strategy in place to bring both types of communications to users. But how to choose? This is a great place for a test.
If the Email Service Provider (ESP) you use allows you to set up an A/B test for both SMS and email, this is a chance to determine which channel users prefer by sending one type of communication first. Sending SMS is becoming more and more normalized, and as users become accustomed to engaging with brands via SMS, this lightweight piece of communication can help to drive the end user to a brand’s goal quickly and efficiently. However, the almighty email is still ubiquitous and a brand can include a lot more information in an email than a text message. Not all users are the same, but choosing what comes first can help get the most engagement, early on. So what goes inside this message?
Remember: The message is about the user, not the brand.
This is probably the most important thing to remember.The user should be able to easily answer the question, “What’s in it for me?” That might mean including a promo code, talking about the benefits of the product, or introducing some urgency around taking action immediately – anything that is going to drive the user to complete the transaction quickly without distraction of multiple calls to action.
Don’t try to do too many things in one message
In the first message especially, a brand should really focus on a single goal. The end user is going to look at the piece of communication that is sent to them for a breathtakingly small amount of time, so being clear about the thing that needs to happen and providing a clear path to get there is important. A brand doesn’t need to include their whole product catalog in the first message – it’s likely the user has already done some of the work of figuring out what they want on their own, so introducing a wide variety of products and experiences isn’t likely to drive a lot of engagement early on. Focus on a single goal, and focus on the goal the user is likely to achieve with that piece of communication.
In the YETI example below, the message goes on, and on, and on – there’s a lot to process here. Finding a way to hone in on what’s really important at this stage could make the email more concise for the end user.
This example from Homage is more concise, and pushes the user directly back to the site rather than packing a lot of content into one message.
Not every user needs to receive the same piece of welcome communication.
Welcome communication may vary depending on where the user signs up for email on a brand’s site. A user who signs up via the homepage might be different than a user who signs up via some other module: a product page, back in stock program, at checkout, when registering for an account, or any other myriad places where users should be able to opt in to communication. It’s important to consider the needs of the end user over the needs of the brand in welcome messaging. Make a clear statement that showcases the benefits to the end user, that is most relevant to their customer lifecycle stage upon opting in.
A single welcome message does not make a welcome series. In our next post, we’ll break down how to create a lifecycle marketing welcome series and discuss how to deliver the right message, to the right user, at the right time via email and SMS notification.
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