The first days after an opt-in are important for building an email relationship. A welcome email is an important means, because you only make a first impression once. It gives the recipient something to hold on to and answers questions such as “Who is your organization”, “What do you have to offer?”, “How can I get started?” and “How do I get in touch?”. Lots of questions, so why limit it to one post?
If you create a welcome campaign consisting of multiple messages, your relationship will get to know you step by step, but you will also learn more about them. Welcome emails are the most opened emails ever, making them the perfect place to draw attention to profile enrichment. This way you immediately lay the foundation for future email marketing activities. And the great thing is: after you have set up the campaign, it runs completely automatically.
Getting started
Spotler has a standard template for a welcome campaign. You can always expand or adjust the campaign flow as desired. The campaign flow of the Welcome campaign template looks like this:
Click on the image to enlarge
Goal = Building and expanding relationship
Trigger campaign = A form
Campagne = After registering via the registration form, the applicant will immediately receive a Registration Confirmation. Then 2 days later the applicant will receive a Profile Enrichment e-mail at 10:00 AM. On the basis of the Profile Enrichment Form, a check is made for 4 days whether it is completed or not.
Filled in the form?
If the form is completed, the contact will immediately receive a thank you email. In addition, the contact tagged with Profile enriched with a score increase of 1 point.
Form not completed within 4 days?
If the form is not completed after 4 days, the contact will receive a reminder to complete the profile. It is then checked for 30 days whether someone still completes the form. If this is the case, the contact will immediately receive a thank you email and the Profile tag will be Profile enriched with a score increase of 1 point. If there is no interaction within 30 days, the contact will be tagged with Profile incomplete and a score of 0.
You go through the following steps when you use our standard template:
You use the following modules for this:
1. Compose forms
This campaign requires two forms:
- Registration form
The registration form is the trigger for this campaign. You should have already prepared the registration form in collaboration with your Spotler contact person. - Profile enrichment form
In most cases, there is already a profile enrichment form in your Spotler account. If not, go to the Forms module and create a new form. Choose form type: Profile. When your form is ready, place it on a web page within Spotler. Do you want to know how to do this? Read the article: Export and integrate form.
2. Compose messages
Three different messages are needed for this campaign:
- Registration confirmation
A warm welcome, what can you expect and/or contact options for questions. - Profile enrichment
From this email you refer to the profile enrichment form you created in the previous step. You want to get to know your reader better. To persuade the reader to leave more information, you can add an incentive such as a discount code or a white paper. - Profile enrichment thank you email
A thank you email as a result of completing the profile enrichment form, optionally with the incentive.
Don't forget to set your campaign message to Final status, otherwise it will not be selectable in the editor.
3. New automation
You go through the following steps in the Automations module:
- Click on the yellow button New automation
- In step 1 you enter a name in the Properties, for example; Welcome campaign.
- In step 2 you choose whether you want to make a choice from the default templates or a template that you have saved. By default, the choice is on Default templates. Click the Welcome Campaign template and click Save & Next.
- In step 3, click on the blue Edit button to open the editor.
- The campaign flow is ready. It looks like this in the editor:
Trigger: The registration form is the trigger. Click on the trigger to then select the correct form (the registration form) on the left.
Click on the image to enlarge
Action 1: After registering via the form, the applicant will immediately receive a Registration conformation. You will see that the Send action is not yet fully set up. The correct message has not yet been selected. Click on the send action and then you can select the message you created earlier on the left. In this case: Registration confirmation.
Action 2:The applicant will receive a Profile Enrichment email 2 days later at 10:00 am.
Here you will also see that the Send action is not yet fully set up. The correct message has not yet been selected. Click on the send action and then you can select the message you created earlier on the left. In this case: Profile enrichment mail.
Condition 1:The interaction is checked on the Profile Enrichment form. This form just needs to be selected. Click on the condition and select the correct form on the left.
Yes-path: If the applicant fills in the Profile Enrichment Form, the person will immediately receive a Profile Enrichment thank you email. Set up the Send action by selecting the message: Profile Enrichment Thank You Mail.
No-path: the applicant does not complete the form within 4 days? Then he will immediately receive a Profile Enrichment reminder message. Set the Send action by selecting the message: Reminder Profile Enrichment.Condition
The interaction on the Profile Enrichment Form is checked again. If the form is completed within 30 days after the reminder, the contact will still go to the yes-path. If this is not the case, the contact will receive the tag Profile incomplete. The score in this case is irrelevant, hence it is set to 0.
4. Publish automation
To activate the automatic campaign, publish it in the Publisher. You can read more about this in the article: Publisher.