The first impression can not be made twice, which is why you should think about the right beginning of the relationship with the subscriber.This will help the Welcome-series, which you can easily automate in GetResponse with the help of this article.
What is a Welcome-series?
Open your mailbox and make sure that you already know what a Welcome-series is. Learned? These are letters that you receive immediately after subscribing to mailings. Sometimes this is just one letter, and sometimes a long story, told in many consecutive letters. That greeting letters help to communicate with the client when he is most disposed towards it. So, take a step towards trusting relationships, without which there can be no sales.
Why do Welcome chains work?
Welcome letters give good results, because at the time of the subscription the user is set up to communicate. Moreover, it is not just open, but also expects letters from the brand and is ready to communicate. The opening rate of welcome letters is much higher than that of regular mailings, which means you definitely need to use this.
Tasks of the Welcome-series
- Customer training in product interaction
- Increase brand loyalty
- Heated before buying
Companies customize welcome chains of varying complexity and length. You can restrict one letter, and you can warm up customers for several weeks – it all depends on the product and sales cycle. I propose to make 2 chains of automation – basic and advanced – each of which can be further refined so that it is suitable for your business.
What to write about?
When composing any letters, let alone letters from the Welcome-series, think about what is important at this moment for the client. In different situations it will be different things – it may be product instructions, a story about the company, tips. The main thing here is timeliness and benefits. Put yourself in the user’s place and make a chain of questions that arose at the start of working with the product.
We have collected ideas in the article Welcome Letters for New Customers , and now we will analyze how to transfer this process to marketing automation. I will show the basic elements of automation, the possession of which will be enough to build both simple and complex chains. By adding additional elements, you can take into account all the nuances of interaction with the subscriber.
Basic Welcome chain
We will need:
- 3 automation letters
- List of contacts
- Automation process
Step 1. Preparing a list
In the Contacts section we create a list that future subscribers will fall into.
Step 2. Create an automation template
Next, go to Marketing Automation and create a new template. Auto-chains can start with different triggers, but since we are talking about the Welcome-series, the process will start with the Subscribe element.
Step 3. Configure the process
First, let’s see what options there are for creating processes in GetResponse. In the basic chain, we will use only some of the elements: Send a letter and Delay .
The basic chain will consist of 3 letters – this is a minimum, which will be enough to start communicating with the client and gradually include it in communication with the brand.
The first step is to thank the subscriber for the willingness to receive letters. In the same letter, you can talk about what to expect: what will be the letters and how often they will come.
In subsequent letters, the subscriber should be given useful information on how to interact with the product and help solve his problem. You can tell about the company, if the subscriber subscribes to communicate with your brand. When composing each letter, put yourself in the place of a subscriber: what would you like to know first?
You should not send several letters in one day, because the subscriber may not have enough time to read them immediately, and then they will go into debt. To do this, use the Delay item and specify the frequency of sending. If you choose Wait 1 day , the letter will arrive exactly in 24 hours. In this case, you can configure the element so that the letters will arrive only on certain days – on weekdays, except on Wednesdays or only on weekends.
By and large, the series alternates letters and delays. This option can be created in a couple of hours, and then just follow the analytics and make changes.
Learn more about automation from the article: Marketing Automation – 35 killer facts .
Advanced Welcome Chain
Let’s try to build a chain, the letters of which will be sent depending on the actions of the subscriber. We use several additional elements in order to finalize the base chain. Let’s start with step 3.
Step 3. Add conditions
- Is the letter open?
This element will allow us to create a much more complex communication series with the subscriber. We can set time frames and set up triggers using just one condition.
Add a condition to the base chain and set the time in the properties.Now you need to decide what will happen if the letter was not opened.You can wait, and you can send another letter, which will be told about what awaits subscribers in the newsletter. Content should not be completely duplicated, since the subscriber can open both letters. In case the letter is open, the next letter of the chain is simply sent.
Also, we can send the subscriber to the next stage of the chain in case he has opened one of the letters in which we are talking about mailing.To this end, add the condition Letter open? and select the option Any letter from the attached .
In automation, it will look like this:
- Is the link clicked?
This condition is needed if it is important that the subscriber follows the link. For example, I visited the survey page or went to the section of the site suggested in the letter. This may affect what kind of letters he will receive in the future: the chain for him may become longer if, following the link, he said that he wanted to learn more about a particular product or direction of the company.
In this case, in the properties of the element, set the parameter Specific reference in a specific letter and determine further actions. In this case, we will send 2 letters on the topic chosen by the subscriber, for example, it could be “Learn more about the product” or “Learn how to set up an account” and so on.
If the letter has 2 links, each of which determines which letters will be sent to subscribers, then you can track them by creating a separate process for each link. Thus, in the main process, the last one will be a letter with two links. Next, you need to make two processes (or more, depending on the number of links), each of which will begin with the condition Clicked on the link .
Step 4. Transition to the main campaign
The final letter in the chain will be a closing letter in which you can tell that the subscriber will now receive regular mailings. Receiving this letter will be one of the possible triggers for the subscriber to switch to the main campaign.
Another option is to assign a tag, after which the subscriber will automatically be transferred to another campaign. The automation process can begin with several conditions, which means contacts from different sources can get into the main campaign after performing certain actions.
Using basic elements Letter open? Is the link clicked? and Send an email you can create complex dynamic processes. If we go further and use even more elements, then automation can take into account absolutely all the nuances when interacting with the subscriber.
When creating automated processes, you can only rely on numbers. To do this, in the Email Marketing >> Statistics section, track the performance of individual emails and make changes. Statistics will say a lot: which letter has the least discoveries (perhaps you need to change the subject), from which many formal replies (you can try to change the letter or shorten the thread).