Email: Welcome Email

Description

Welcome emails are a type of triggered email (any message sent to a subscriber based on the occurrence of an event) used to greet new subscribers after signing up for your brand’s eNewsletter, exclusive customer program, or other membership-related event. Highly anticipated, frequently opened, and easy to automate, this communication is one of the most common email types around.

Defining Characteristics

• Instantly acknowledge new subscribers or members
• A timely (and expected) response to a subscriber action or event
• An opportunity to cross-promote and up-sell at a time when new recipients are most engaged with your brand

How To Use This Communication

Use welcome emails to confirm subscriber actions like signing up for your eNewsletter or becoming a “Rewards Club” member. This lets the subscriber know that you’re listening and will be in touch. Plus, including products, services, special offers, or coupons adds an opportunity to increase conversions at a time when the subscriber is most engaged with your brand.

Make your welcome email strategy even easier by implementing an automatic drip campaign to execute programs without the hassle of manual setup each and every time you send.

Ideal Users

• Membership organizations
• Magazine sales
• Website registrations
• Service renewals

According to a study by MarketingSherpa, a welcome email is likely to be the mostopened email you send. Furthermore, ExactTarget’s Subscribers, Fans, & Followers research reveals that 67% of consumers subscribe to email for discounts and promotions. Take advantage by inviting subscribers back to your website with product recommendations, friends and family discounts, and special offers.

Email Lead Nurturing And Drip Campaigns

Description

Lead nurturing and drip campaign emails typically deliver educational product or service information to help guide your subscribers down the path to conversion. Move your subscribers from “just looking” to “buying it today” with a series of emails devoted to educating, informing, and encouraging them to take action.

Defining Characteristics

• Streamlines and standardizes your sales cycle
• Reduces manual processes by your sales team
• Engages subscribers with your product or service
• Ensures your brand stays top-of-mind
• Eliminates the need for expensive mailers or paper-based promotional materials
• Provides a trackable form of communication

How to Use This Communication

Target specific subscriber lists and execute communications based on time intervals or subscriber action. Use lead nurturing campaigns to guide, mature, and engage prospects along the sales cycle. Successful drip campaigns include new subscriber welcome series and other programs designed to gradually introduce customers to your brand. And because email performance is trackable, these messages help you see which leads are most engaged so you can target them appropriately.

Ideal Users

• Marketers in B2C and B2B environments
• Anywhere sales cycles exist,

Ready to make your job even easier? Triggered messaging programs like these are designed to make your job even easier by combining email with your CRM and web analytics data—automatically. These timely, relevant messages generate substantially higher conversion rates than standard messages using a “set it and forget it” approach that allows you to spend more time on the strategy and advancement of your program to keep your revenue flowing.

Mobile Text Alert

Description

Text alerts are convenient account updates sent to clients’ mobile phones. Customers can request specific message types like automatic payment or direct deposit confirmations, overdraft alerts, and more. Text alert programs are often promoted via corporate websites, on payment envelopes, or through customer service centers.

Defining Characteristics

• Increases customer satisfaction and peace of mind
• An incentive for clients to adopt “greener” payment programs
• Gives marketers a more effective communication medium for time-sensitive updates

How to Use This Communication

Use text alerts to take a proactive approach with your customers. Notify users of urgent information, upcoming changes to their accounts, or other sensitive information. Often driven by subscriber data like account numbers, notification opt-ins, and individual preferences, text alerts provide a highly-personal, highly-appreciated form of keeping in close contact with already-engaged customers.

Ideal Users

• Financial institutions
• Utility organizations
• Marketers also utilizing email, website, and direct mail

According to ExactTarget’s Subscribers, Fans, & Followers: Mobile Dependence Day report, 89% of US online consumers aged 15+ own a cell phone. Further, 41% of survey respondents who have made a purchase because of a message they received on their phone have done so because of a text. Are you using SMS capabilities to accurately reach your onthe-go customers?

Mobile: Full Campaign Support

Description

With a step-by-step mobile campaign creation wizard and pre-defined SMS templates, full campaign support makes it simple to create and track SMS campaigns of all types. Easily create, send, and track mobile messaging campaigns for inbound and outbound messaging, text capture, dynamic messaging, voting/polling, or updates/alerts.

Defining Characteristics

• Easy to set up and use
• Comprehensive, “all in one” support
• Quick and easy tracking of all mobile campaigns in one dashboard
• Step-by-step campaign creation wizard that contains custom and pre-defined templates

How to Use This feature

No matter your campaign goal, now you can take SMS capabilities to a whole new level with full campaign support. Whether you’re using text to encourage email program opt-ins or sending an SMS update to drive subscribers to a friendly URL (see page 10 for more information), you can bring your mobile campaigns fullcircle with start-to-finish campaign support. Begin by choosing from pre-defined templates, then schedule a send, deploy the campaign, and track the results—all from one dashboard.

Ideal Users

• Retailers
• Financial instituions
• Travel and hospitality companies
• Marketers with cross-channel campaigns