How Do You Treat New Marketing Contacts?
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How do you treat new marketing contacts? Do you make a point to treat them as welcome guests by reaching out by follow-up email? Or do you bury your opt-ins in a list for future use?
Christine Dore’s article on ClickZ exudes hospitality when she says:
“When people first sign up to receive your emails, those first 24 hours are when they’re most likely to engage, so make sure you’re hitting them with your best content and reinforcing what it is they already love about you. This could also be an optimal time to share a coupon, special offer, or other exclusive content to leave them with a good feeling about signing up to receive your future content.”
Take a moment to reflect on how you have felt when you receive a genuinely welcoming email shortly after opting-in to a list. Do you feel special? I am serious here, because that is exactly the feeling we want to elicit from subscribers. Dore describes it clearly:
“Ask yourself how you want to be treated by companies that you like… My research has shown that providing just one email (instead of several follow-ups) is the most compelling way to reach your readers. If you have more than one email coming to them post-sign-up, the numbers drop off exponentially and then you’ve lost them somewhere in the email abyss.”
I have received autoresponder emails that were definitely more welcoming and sincere than personal emails I have received from people I know. That’s the goal in welcoming new opt-ins, and it is not difficult or expensive to achieve.