First Impressions

August 26, 2009
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As an eMarketer it’s easy to focus on the normal email campaigns, these are the ones that you most recently perfected, received management buy-in and the ones with current response data. Odds are you’re planning a couple weeks in advance too, never looking too far back so it becomes easier and easier to forget the welcome campaign that you created years ago… or inherited from your predecessor.

These welcome campaigns may be years behind your current design work or they could be doing only part of their job. Think of the camping(s) as your first impression, it’s the best chance you have for the recipient to add you to their safe sender list; your chance to highlight something they may have overlooked while on your site or simply introduce them to your full experience – either through a purchase, survey or social media offerings.

Evaluate these campaigns quarterly; make sure they are serving your Company 101 needs:

  • Show recipients a sample of what to expect
  • Collect information from them – i.e. a simple survey (fill-in from the registration page)
  • Push them toward other items – cool/ underappreciated part of your site or social media outlets
  • Generate sales – this could be your best chance .


As an eMarketer it’s easy to focus on the normal email campaigns, these are the ones that you most recently perfected, received management buy-in and the ones with current response data. Odds are you’re planning a couple weeks in advance too, never looking too far back so it becomes easier and easier to forget the welcome campaign that you created years ago… or inherited from your predecessor.

These welcome campaigns may be years behind your current design work or they could be doing only part of their job. Think of the camping(s) as your first impression, it’s the best chance you have for the recipient to add you to their safe sender list; your chance to highlight something they may have overlooked while on your site or simply introduce them to your full experience – either through a purchase, survey or social media offerings.

Evaluate these campaigns quarterly; make sure they are serving your Company 101 needs:

  • Show recipients a sample of what to expect
  • Collect information from them – i.e. a simple survey (fill-in from the registration page)
  • Push them toward other items – cool/ underappreciated part of your site or social media outlets
  • Generate sales – this could be your best chance to convert!

Seems like you may need more than one email, huh? A series of welcome emails is becoming a common way to acclimate your newly joined into the fold. The series approach can also help you build standard streams for post-purchase and periodic bonding…

We’ll talk more about welcome campaigns, bonding streams and other ideas during Friday’s Service In Action call – make plans to join us at 2:00 ET!

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