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With any new relationship, you first have to start a conversation – and that begins on your website. Here’s how to kick it off on the right foot: Use a lead magnet, like a discount or exclusive content, to encourage signups. New subscribers will be more likely to give you the info you need, like name and email address, and other things that help you learn more about them, like birthday or location.

Over 70% of US consumers prefer business communications via email over any other marketing channel. Adestra

Email is nearly 40x better at acquiring customers than Facebook and Twitter. McKinsey & Company

89% of marketers use email as their primary lead-gen channel. Mailigen


An automated welcome series goes a long way: Subscribers who receive welcome emails show more long-term engagement with a brand (33% more, on average).

First, take advantage of automation to trigger an email saying thanks immediately after they sign up. It’s simple, but super effective.

Next, show off all the awesome things people have said about you. Social proof reinforces why subscribers should care about your brand.

Finally, ask your subscribers to take action (e.g. make a purchase or donate). If you’ve played your cards right, they’ll likely take you up on it.

The average open rate for welcome emails is 50%, making them 86% more effective than email newsletters. MarketingSherpa


Show you’re paying attention to your customers’ interests and preferences by using the data you’re collecting about their behavior outside the inbox to send hyper-personalized emails.


Every email is an opportunity to learn more about your audience. Track what they’re opening and clicking to automatically deliver more targeted follow-up messages.

If they clicked on something in your email, trigger a follow-up containing similar topics, products, or services.

If they didn’t click, deliver an email containing a special discount to see if that reignites their interest.

Businesses that use marketing automation to nurture prospects see as much as a 451% increase in qualified leads. The Annuitas Group

Companies that send automated emails are 133% more likely to deliver relevant messages that correspond with a customer’s purchase cycle. Lenskold Group


Even if... sorry, when they convert, there’s still work to do! Don’t be afraid to ask for feedback so you can serve your audience exactly what they want: Every new piece of data can be used to deliver more relevant email. Keep nurturing subscribers with timely, personal content, and those one-time customers will turn into loyal brand advocates. A pretty fantastic destination for any customer journey, right?

Probability of selling to a new prospect: 5-20%. Probability of selling to an existing customer: 60-70%.Marketing Metrics

On average, loyal customers are worth up to ten times as much as their first purchase. White House Office of Consumer Affairs


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