Create the Perfect Email Registration Form and Welcome Email to Segment Your New Subscribers (and Wine Lovers)
Aperitif, stimulating the appetite
Problem: I haven’t got enough data about my new subscribers
Collecting data about your customers when they sign up for your newsletter is a great way to quickly build a customer profile, so that you can better segment them later. But first you’ll need to convince them as to why they should sign up with you.
Ask yourself a few of questions; What’s in it for them? What can they learn from you? What offers will they receive? This is your value proposition; you’re stimulating their appetite with an aperitif. Once you’ve whet their appetite, you can then begin making sound decisions on what to send to your new subscribers.
Solution: Creating the perfect email newsletter registration form and welcome email
At a bare minimum, you’ll need an email address, while on the other end of the scale you’ll want to get to the cellar where you’ll have access to all of the data that’s of potential business value to you. The problem with the later however, is that not too many people like handing their data over to you.
You’ll not only need to find the right amount of fields for your registration form, but more importantly the right fields period, without deterring customers from signing up with you. It’s your business, you should know exactly what you need the most.
Test your registration form, start with a couple fields and if your proposition is strong enough, customers will be prepared to give you more data and you’ll be able to offer them more relevant, personalised content.
For any business offering more than one product or service it’s always beneficial to know which particular offering a customer might be interested in.
In our example we’re going to create a newsletter registration form and welcome email for a wine store that’ll propose the perfect wines for our customers.
Example: Red, red wine
In the following example, our newsletter registration form asks one question that’ll allow us to segment our new subscribers based on their wine preferences. Having just this one additional piece of information will allow our wine store to send newsletters with relevant wine suggestions based on our customer’s wine preferences; they indicated that they prefer red wine, so the suggestions in our welcome email include red wines.
Instead of a standard newsletter, we brand our email as a sophisticated product winemail. Our customer knows that they’ll get interesting wine suggestions, our value proposition. Finally, we have a onestep sign up process with a clear call to action.
After signing up, our customer is sent an automated transactional welcome email.
Suggestions are loaded automatically into our content based on the preferences our customer detailed when signing up for our winemail (they indicated that they prefer red wine so the suggestions in our welcome email include red wines).
In this same email, the automatically generated suggestions will also be from specific price ranges. This allows us to further build our customer profile and to more accurately segment our newly subscribed customers (based on the wine they clicked we’ll know the price range they’re interested in).
Segment and segment some more
So you’ve whet your customer’s appetite with the promise of that perfect drop. You know enough about them to prepare relevant content that’ll be of value to them. Now, all you need to do is segment your new subscribers accordingly and ensure that the right bottle finds its way to them. Are you segmenting your new subscribers already?