Blue Sky Factory: How To Create A Welcome Email Campaign Series
Source: Blue Sky Factory
By Christopher Penn
How to create a welcome email campaign series using Site Search data
If you’re new to welcome campaigns, they’re a series of welcome emails sent to new subscribers to help introduce you and your services. Relatively few companies use welcome emails, and even fewer have a series of messages dedicated to helping new subscribers, but the results can be astonishing. A welcome email campaign series can quickly deepen the relationship between you and your customer, as well as provide multiple opportunities for a new prospect or customer to learn about your service (thus staving off buyer’s remorse) or purchase more from you (upsell/cross-sell).
When we suggest to clients that they build a welcome email campaign series, one of the first responses is that they have no idea what content they could put in such a campaign. Some struggle with what to say in a regular welcome email, let alone an entire series. Let’s tackle how to fix that.
One of the hidden gold mines to help you develop a welcome series is Google Analytics Site Search. If you have a search box on your web site that searches your site, you can track on-site search queries using Google Analytics. (see instructions for setup here) By itself, Site Search data is useful, especially if it tells you where there are content gaps on your website or significant navigation issues that lead to people not finding what they’re looking for.
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