You've started collecting B2C leads and you'd like to put in place the right communications strategy to boost conversions over time. But what type of content should you use?
Setting up an effective, automated welcome scenario is crucial to achieving your performance objectives. Your freshly collected prospects have a high conversion potential in the first few weeks after signing up for your newsletter.
So it's essential to engage them with content that can boost your KPI's.
Looking for inspiration?
Here are 5 essential emails to adopt in your PRM welcome scenario.
The welcome email
It's sent instantly to every new prospect who subscribes to your newsletter. It's the1st email in your welcome scenario.
Its aim: to thank the user for registering and to begin establishing a relationship of trust with the brand. So be transparent about your intentions!
You can inform them about the types of content they'll receive, how often, and remind them that they can unsubscribe at any time. Placing a welcome offer is also a good way to quickly turn prospects into customers.
It's also a good time to highlight your different product or service universes/categories and your values.
Don't forget to multiply the visuals and CTAs (call-to-action) to invite them to discover your offer.
Offer reminder email
It can be sent at +2 or +3 days, if the prospect hasn't converted at the first stage of your welcome scenario.
It allows you to remind them of your current offer and its exceptional nature.
Depending on the activity of your prospects, you can adapt the subject line or design of your email to their profile (Non-opener / Non-clicker...). E.g.: for a prospect who didn't click on your1st communication, revisit the layout of your email and the choice of visuals. This will maximize your chances of prompting action.
The good deals email
The aim here is to highlight the diversity and attractiveness of your offer, by highlighting your current promotions. Prospects are very sensitive to brand offers, and often wait for the moment that seems most appropriate to make a purchase.
So don't hesitate to publicize your current highlights and offers.
Illustrate (with a visual of one of your bestsellers from the selection) and associate a CTA with each of your discount offers to create the desire to click and boost KPI's.
The "good deals" email is a central element of your welcome scenario and is directly in line with ROI logic.
Last Hours" email
Playing on Internet users' feelings (e.g. mystery, curiosity, urgency...) is often the best way to encourage action and boost your KPI's.
To set it up, use your email subject line and/or a dynamic format within your email, such as a gif or countdown timer.
It's a great way to call visitors to action, reminding them that your offer is special and for a limited time only!
A word of advice: if you want to opt for a dynamic counter, combine it with an offer whose validity is fairly short (a few days). If the time period is too long, you'll lose the "urgency" effect and therefore the positive impact on your KPI's.
The feedback email
Quite often, when managing a prospect base, marketers favor 100% promotional communications. But it's always a good idea to gather more information about your base, so you can better understand their appetites and disincentives, and develop your offer.
It also allows you to bring more personalization to your future communications with your prospects, and boost their performance.
Each advertiser, business sector and prospect base has its own specificities. We therefore strongly recommend that you adapt your communication strategy to your business and A/B test all your emails to identify those likely to generate the best performance.
Don't hesitate to check in with us to make sure your welcome scenario is evolving to meet your performance targets!
