You have started collecting B2C leads and want to implement the right communication strategy to increase conversions over time. But what type of content should you use?
Creating an automated and effective welcome scenario is essential to achieve your performance objectives. Newly collected prospects have high conversion potential in the first weeks after subscribing to your newsletter.
It is therefore crucial to engage them with content that can boost your KPIs.
Lacking inspiration on the subject?
Here are 5 essential emails to include in your PRM welcome scenario.
The welcome email
It is sent instantly to all new users who have subscribed to your newsletter. It is the first email in your welcome scenario.
The objective is to thank the user for registering and begin building a relationship of trust with your brand. Be transparent about your intentions.
You can inform them about the types of content they will receive, the frequency, and remind them that they can unsubscribe at any time. Including a welcome offer is also a good way to quickly convert prospects into customers.
It is also a good opportunity to highlight your different product or service categories and your values.
Do not forget to use strong visuals and multiple CTAs, call to action, to encourage them to discover your offer.
The offer reminder email
It can be sent at plus 2 or plus 3 days if the prospect has not converted during the first step of your welcome scenario.
It allows you to remind them of your current offer and its exceptional nature.
Based on your prospects’ behavior, you can adapt the subject lines or the design of your email according to their profile, for example non openers or non clickers.
For example, for a prospect who did not click on the first communication, revise the email layout and the choice of visuals. This will maximize your chances of driving them to take action.
The special offers email
The objective is to showcase the diversity and attractiveness of your offer by highlighting your current promotions. Prospects are very sensitive to brand offers and often wait for the right moment to make a purchase.
Do not hesitate to promote your strengths and current deals.
Illustrate your message with a visual of one of your best sellers from the selection and link a CTA to each of your discount offers to encourage clicks and increase your KPIs.
The special offers email is a central element of your welcome scenario and is directly aligned with a ROI driven logic.
The “Last hours” email
Playing on internet users’ emotions, such as mystery, curiosity or urgency, can often encourage them to take action and increase your KPIs.
To implement it, use the email subject line and or a dynamic format within the email, such as a gif or a countdown timer.
This is an excellent way to prompt visitors to act by reminding them that your offer is special and available for a limited time only.
One piece of advice: if you choose to use a dynamic countdown, pair it with an offer valid for a relatively short period, a few days. If the duration is too long, you will lose the urgency effect and therefore the positive impact on your KPIs.
The feedback email
When managing a prospect database, marketers often focus on 100 percent promotional communications. However, it is always useful to gather more information about your audience in order to better understand their preferences and barriers and refine your offer.
This will also allow you to further personalize your future communications with your prospects and improve performance.
Each advertiser, business sector and audience has its own specific characteristics. We therefore strongly recommend adapting your communication strategy to your business and carrying out A B tests on all your emails to identify those that can generate the best performance.
Do not hesitate to regularly review the performance of your welcome scenario and optimize it to reach your performance objectives.
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