Michael Leander's stand in presentation at the Email Marketing Day @ Your Desk. It talks about the importance of implementing a good welcome flow. Something that many email marketers do not do. By implementing a good welcome flow, there is a good chance that you can increase subscriber lifetime value and - in turn - the monetary value deriving from each individual email newsletter / email communication permission.

1. First impressions last !
Increase email marketing
subscriber lifetime

2. Michael Leander
At the Email Marketing Day @Your Desk I had to stand in last
minute for another speaker. This is what I came up with

3. In Email marketing it pays
to think about this!
• When a new person subscribes to your email
marketing communication – that person is
interested in what you have to offer
• A good first impression is hugely important
• Because first impressions lasts, you must find
a way to engage your new email subscribers to
make a good first impression last
• Here are some thoughts >>>

4. The First 30 Days + the Welcome Flow
In email marketing
The experience at the
beginning of the relationship
impacts the LENGTH (how long the
average subscriber
will stay with you) and the VALUE
of the relationship

5. The First 30 Days – Acquisition activities creates expectations
Banner
1. People eyeball your content
concept description
2. Your USP’s and promises
creates expectations
3. The expectations leads to
”Action”
4. Your target audience has
Text link
moved from indifferent to
interested, desiring to
5. Go to your sign-up page
6. At the sign-up page you
convert the person to Action
(sign-up)

6. The First 30 Days – What’s your flow?
Sign-up
Level of
interest First Push
Contact referral
First
Newsletter
Second
newsletter
Acquisition Sign-up First newsletter Second newsletter 3,4,5.....
Time

7. What !?
This is what the previous slide communicated:
– When someone subscribes to your email
communication they are usually highly interested
– Over time that interest decreases dramatically
– It is not uncommon that less than 50% of your
email subscribers give up on you after 2,3,4
newsletters
– But you can improve if you implement a good
welcoming process/program

8. You’ve got a new permission to email -
now treat her nice with a welcome program
Welcome
email with 5 days later First
offer e-mail newsletter And so on
1 day later: 10 days Satisfaction
Our most later email survey;
popular how are we
stories doing, how
(offers, can we
videos etc) improve, is
this for you

9. Great way to
re-affirm the
Great call to actions – value of
potentially engages subsribing
the new subscriber
immediately

10. Confirm what
80% of new
has been signed subscribers
up for works
click on one
of the three
links

12. Educate your new subscriber –
sequential auto responder welcoming
program
Day 1 Day 3 Day 5
12

13. 2 quick ideas for
effective recipient
profiling >>>
13

14. Highly effective method to append
relevant information to each profile
• Which of these two cars best suits your needs?
• Once user clicks, the preference is stored in the database. Respondent
is taken to a page with more information about the preferred BMW
14

15. Asking friends or colleagues opinion to
refine profiling and engage your
audience
Hi Anna Hi Ivana
If you were to buy a new sofa Can you guess which sofa
today, which one would you your girlfriend Anna would
prefer? choose?
Click the sofa you prefer Click on the sofa you think
Anna would prefer
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16. Learn more about this topic
Michael Leander is an international
marketing speaker. He has spoken in 35+
countries and at countless webinars..
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Email: leander@michaelleander.com