Email Marketing Tips for a Lasting First Impression

Seamas Egan, Associate Director, Revenue Operations, Campaigner through an infographic suggests ways to overcome challenges for internet retail through email marketing and increase RoI

Retailers face the ongoing challenge of acquiring and retaining customers, and the current economic environment presents an even greater trial for them to overcome. In fact, a recent survey from Campaigner shows 77 percent of retail marketers report that the pressure on their business to acquire new customers as the economy slows is high, or even very high.

Email can provide a strong platform for retail marketers to connect with new and existing customers to increase engagement, acquisition and conversions. Everyone knows how important first impressions are, and brands need to keep this in mind as they plan their campaigns. Using strategic welcome emails to keep customers reading and interacting beyond a first glance is a must.

There are several things internet retailers can do to make a lasting first impression with their welcome emails. These initial outreach emails are critical and time-sensitive, and should be sent to consumers as soon as possible after their initial interaction with a brand. While most retailers are quick to reach out, 40 percent are still not engaging with new subscribers within 24 hours — a missed opportunity to keep their brands top of mind.

When it comes to content, a simple “thank you” can start your new customer relationships off on the right foot. Forty percent of internet retailers report the first email content they send to new subscribers is a thank you note. And, as marketers become more savvy, their use of visuals and interactive content is on the rise. In fact, 87 percent of marketers are including images in their welcome emails and 26 percent are including videos.

Marketers should also use this first message to learn about consumers’ subscription preferences. A quick poll can foster immediate engagement, and the information will help ensure your future campaigns are sharing the right content targeted for your subscribers.

In reviewing your welcome messages and new customer onboarding campaigns, consider these findings from internet retailers facing similar challenges. Keep these best practices in mind, and you’ll be armed with the tools to build out successful campaigns that keep customers — and conversions — coming.

This article was originally published on MarTech Advisor