‘Welcome (and welcome back) with life cycle marketing’ – ‘Experian Marketing Forward’ Blog
Craig Brockman says, “Who doesn’t like a warm welcome? Whether your customer is walking into your store or just signed up on your website to receive communications from you, she expects a warm reception.
It’s important to make that first impression count. A welcome series helps the conversation open up between the customer and your brand. It sets expectations on the types and cadence of content the customer will receive.Welcome emails also garner 86 percent higher open rates than regular promotional mailings – not too shabby!
In a recent webinar, Saks Fifth Avenue shared that they are constantly testing new and current programs to optimize the customer experience. As a result, they discovered that switching from batch-sending welcome emails to sending welcome messages in real time increased open, click and redemption rates significantly”.
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