But even more critical than a message to a colleague? The follow-up and nurture email sequences companies write to budding customers. According to Oberlo, the ROI on email marketing is massive: each $1 spent later pulls in $40 on average.1
Automated email sequences do the work of welcoming new subscribers, introducing them to what a brand stands for and what users have to gain from the relationship. The following email sequences are some of the most essential for any business that wants to earn its stripes in any inbox—no handwringing about exclamation point use necessary.
email marketing strategy #1 The greeter
A good nurturing email lead can start with a greeter. A kindhearted “Nice to meet you” message starts business-client relationships off on the right foot.
Whether it’s got the tone of a good, firm handshake or a warm hug, greeter sequences add a human touch to commercial relationships many users have come to regard as robotic (yes, even though those welcome sequences are automated). Indeed, branded Welcome emails have some of the highest open rates of the bunch, to the tune of 68.6% on average.1
A greeter message should arrive when a customer signs up for a site or subscribes to services, to confirm and thank them for their choice. A well-written one should include:
Truthfully, every other nurture email sequence won’t land as well if a welcoming greeter sequence hasn’t been delivered first. Just like any other social encounter, you have to make an introduction before you can have a conversation.
More importantly, when a client receives a tailored greeting message, they feel welcomed and part of more than just a one-way digital relationship. Nail your opener, and users might actually look forward to business’s emails, rather than instinctually delete them from their inboxes.
