Blog post By Paula Chiocchi on 2016-03-23
Congratulations! Your outstanding marketing efforts have led to an abundance of qualified and interested prospects. And now that your sales team has closed and converted these opportunities into revenue, you have proof that your campaign works. Kudos all around!
But with new customers on board, their email journey should not be over. In fact, because they’ve become a part of your corporate family, they begin a new communications phase with you: one in which email should continue to play a key role.
Now the focus is to get your customers up and running quickly, and successfully realizing the maximum value of your product or service. This first impression as a newly minted customer is key to establishing a long-term relationship. In fact, a study by Service Source says that if you haven’t created a loyal customer within the first 90 days, there’s only a 10 percent chance they will ever become one at all.
That’s why it’s critical to map out their user experience journey and guide them in meeting important implementation milestones. By ensuring they understand and use the most valuable product or service features your organization offers, as part of the solution they’ve invested in, you are delivering exceptional customer experience and ever-elusive “stickiness.”
The good news for marketers is these processes should be less time- and resource-intensive compared to the campaigns employed to land the customers to begin with. And, they can even be automated in many cases. I’ve written before on the blog about leveraging technologies to streamline email automation. Using triggered email efforts remains the most effective and beneficial way to communicate with your new clients. In fact, according to recent data:
Depending on the complexity of your product or service, your on-boarding arsenal can include the following five types of emails:
Treating your new customers well once they’re in your company family will reassure them they’ve made the right choice, set them up for success and keep them loyal for the long-term. And the marketing medium that got them in the door in the first place – email – can once again be the tool to make them feel welcome and satisfied.
How are you using email to create a better experience for your customers?
Refuel and refresh your email campaign initiatives for acquiring new customers. Consider giving OMI marketing data a try. OMI allows you to reach targeted contacts with precision and accuracy. Click here for more information and contact us to get started. And don’t forget to download your copy of “140 Reasons Email Marketing is Not Dead: Building Success around Email Marketing,” now available on Amazon.
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At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.