Category List

Marketing Planning (7)
Retailing (2)
Catalog Marketing (2)
Lead Management (8)
Student Recruitment (4)
eCommerce (5)
Higher Education Marketing (48)
Marketing Channels (1)
Marketing (4)
Email Marketing (2)
Advertising (1)
Social Media Marketing (2)
Direct Marketing (8)
Market Research (4)
Marketing Analytics (1)
CRM (1)
Internet Marketing (1)
Omni Channel Marketing (1)
Marketing Communications (4)
Customer Acquisition (4)
Content Marketing (16)
Digital Marketing (2)
Mobile Marketing (1)
Target Marketing (1)
Sales Management (2)
Telemarketing (1)
Podcast: Higher Ed (4)
SEM (2)
Competitive Intelligence (2)
Demand Generation (1)
Marketing Strategy (2)
Webinar (2)
Marketing Management (1)
B2B Marketing (1)
Marketing Connection (1)
Marketing Tools (1)
Martech (1)
Strategic Marketing Planning (3)

Tag List

Cataloging (1)
Setting Goals (1)
Personalization (1)
Adult Student Retention (1)
Online Marketing (5)
Website Design (1)
Multi Channel Marketing (3)
CRM (3)
Process Mapping (1)
Higher Education Marketing (19)
Direct Response Marketing Product (1)
Marketing Promotions (4)
earned media (1)
PPC Ads (1)
Marketing Channels (4)
Revenue (1)
Marketing Communications (8)
Outsourcing (1)
Target Market (1)
Direct Response Email (2)
Mobile Marketing (1)
Offer Development (1)
Telemarketing (1)
Social Media Marketing (6)
Competitive Analysis (3)
Marketing Analytics (1)
Market Planning Process (2)
Market Segmentation (2)
Internet Marketing (4)
Sales Management (2)
Omni Channel Marketing (2)
Targeting & Segmentation (2)
On Demand Marketing (1)
Key Metrics (1)
Marketing Automation (1)
Target Marketing (2)
Marketing (15)
DWS Associates Marketing (1)
New Program Development (1)
DR Radio (1)
Marketing Assessment (2)
Social Media (1)
Student Success (1)
Retailing (7)
Student Enrollments (1)
Post-traditional Students (1)
SMS Text (1)
Enrollment Management (1)
Blog (1)
Advertising (5)
Sales Pipeline (1)
Nurturing (1)
Adwords (2)
Market Intelligence (3)
Student Recruiting Campaign (1)
Martech (1)
Student Acquisition (10)
Customer Acquisition (7)
Marketing Research (3)
Customer Acquistion (2)
Data Analytics (2)
Market Planning (2)
Direct Marketing (13)
paid media (1)
eCommerce Product Development (1)
Call Center (1)
Data-Driven Marketing (1)
Event Marketing (1)
Marketing Collateral (2)
Millennial Marketing (1)
College Retention (1)
Broadcast Direct Response (1)
Dave Freeman (3)
Media Buying (1)
Competitive Intelligence (6)
CMO (1)
College Recruitment (1)
B2B Marketing (1)
Affiliate Marketing (1)
Lead Generation (18)
Retail Marketing (8)
Marketing Tools (2)
Selling (1)
Digital Marketing (8)
Marketing Media (2)
Inbound Marketing (1)
Marketing Management (1)
Lead Management (13)
retail (3)
Content Marketing (10)
Predictive Modeling (1)
Catalog Marketing (4)
Student Nurturing (7)
Marcom (1)
influencer marketing (1)
Business Development (1)
SEM (2)
Adult Student Recruitment (1)
Campaign Planning (1)
Strategic Planning (5)
Product Development (1)
Student Recruitment (24)
Marketing Planning (9)
Marketing Connection (1)
Adtech (1)
Search Engine Marketing (1)
Lead Nurturing (9)
Adult Students (4)
Lifelong Learning (1)
eCommerce (9)
Podcast (2)
Student Retention (13)
Marketing Technology (1)
Video Marketing (2)
Customer Retention (2)
Thank you page (1)
A/B Testing (2)
Market Analysis (1)
Higher Education (10)
Market Research (8)
Differentiation (1)
Marketing Strategy (7)
Segmentation (4)
Customer Service (1)
Email Marketing (4)
Database Marketing (1)
Merchandising (2)
Strategic Market Planning (4)
Consumer Catalogs (1)
Integrated Marketing Communications (1)
Social Media (5)
Marketing Audit (1)
Webinar (2)
Mystery Shopper Audit (3)
Student Satisfaction (1)
Direct Mail (3)
Creative (2)
Profits (1)
Assessments (1)
Sales (3)
Web Forms (1)
Demand Generation (7)
Email (2)
Direct Response (3)
Market Testing (1)
Content Markteing (5)
Business Catalogs (1)
Personas (2)

Tag Cloud

PersonalizationStudent SuccessRetailingStrategic PlanningPredictive ModelingNurturingCampaign PlanningCMOCreativePersonasWebsite DesignRetail MarketingDatabase MarketingNew Program DevelopmentCall CenterMarketingDirect Response Marketing ProductEvent Marketingearned mediaInternet MarketingCatalogingVideo MarketingDifferentiationTelemarketingDirect ResponseCollege RecruitmentPost-traditional StudentsMedia BuyingStudent Recruiting CampaignMarketing PlanningMarketing AnalyticsThank you pageSales PipelineSocial Media MarketingData-Driven MarketingCustomer AcquistionCRMMarketing ChannelsTarget MarketMartechCustomer ServiceStudent AcquisitionDirect MarketingIntegrated Marketing CommunicationsMulti Channel MarketingMarket ResearchDirect Mailpaid mediaMillennial MarketingMarket AnalysisSegmentationDR RadioAdtechMarketing CommunicationsMarketing ManagementCatalog MarketingMarketing ConnectionEnrollment ManagementPPC AdseCommerce Product DevelopmentStudent SatisfactionOnline MarketingLifelong LearningBusiness CatalogsCollege RetentionMarketing Toolsinfluencer marketingAdult Student RecruitmentTarget MarketingPodcastKey MetricsTargeting & SegmentationStudent NurturingMarketing MediaLead GenerationCompetitive AnalysisSalesRevenueA/B TestingMystery Shopper AuditBlogSMS TextAssessmentsDigital MarketingLead NurturingWebinarSocial MediaHigher EducationEmail MarketingDemand GenerationSEMSales ManagementAffiliate MarketingMarketing AssessmentProfitsMarket IntelligenceOffer DevelopmentB2B MarketingStudent RetentionProcess MappingOmni Channel MarketingCustomer AcquisitionInbound MarketingStudent EnrollmentsMarketing StrategyMarket PlanningCustomer RetentionStudent RecruitmentSearch Engine MarketingDave FreemanMarketing AuditMarket SegmentationDWS Associates MarketingConsumer CatalogsBusiness DevelopmentLead ManagementSocial MediaMarcomEmailOutsourcingMarketing ResearchMarketing AutomationCompetitive IntelligenceData AnalyticsMarketing TechnologyAdwordsDirect Response EmailSellingStrategic Market PlanningAdult Student RetentionHigher Education MarketingMobile MarketingMarket TestingMarketing CollateralContent MarketingAdvertisingProduct DevelopmentretailWeb FormsContent MarkteingeCommerceBroadcast Direct ResponseAdult StudentsMarketing PromotionsMarket Planning ProcessSetting GoalsOn Demand MarketingMerchandising


The 4 Step Welcome Email Series

May 15, 2018

Adult handshaking over table.jpg

Imagine you’re at a party.  Someone walks up to you – maybe you know them, maybe you don’t - and they say, “Hi, my name is Jim.”

What do you do?

Do you remain silent?

Do you respond with “Hi Jim” and go silent?

Do you go wild and respond, “Hi Jim, my name is Pat” and then go silent?

Or do you follow up the initial greeting and exchange of names with a question, so the conversation continues?

Hopefully, you ask a question or two.  And then, typically, you get to share your answers to those questions in return.

What do you do?

What brought you here today?

So, you’re a theater fan too?

That’s how your ‘Welcome Email Series’ should flow starting with your receipt of their subscription information!

What is a ‘Welcome Email Series’?

NOTE: For those of our readers that work in Higher Education, this is what some of you have in place for adults interested in enrolling in one of your programs.  However, as you read on, you will notice that there are subtle, yet key differences – and they can help make your efforts more effective.

You want to acknowledge the fact that they took the time and showed the interest necessary to subscribe. And then you want to gather some additional insights that help you better understand what you need to do moving forward to build a strong relationship.

Email 1: Acknowledgement/Fulfillment

Ask quickly as possible – as soon after their submission of their subscription information – you should send them an email that states at the very least, “Thank you for subscribing” and then delivers any promised gift/content.

You might want to restate and reinforce what they signed up for – for example, the bi-weekly email focuses on the following topics and includes tips, tricks, best practices, case studies, interviews with experts…

You might also want to include personal contact information so they know who to speak with if they have a question.

That all said, the first email is a quick acknowledgment of their decision to subscribe and delivery of any promised incentive or reward.

HIGHER EDUCATION: For many institutions, the first email thanks the individual for their interest but fails to provide any information on their program of interest.  As a matter of fact, many first emails recommend "...visiting our website to get answers to your questions..."  Think about that first impression!  Thanks for asking for our help - now go help yourself! Not good!

Email 2: Lets Connect Elsewhere

Next, you want to offer them faster, easier, more convenient ways to get what they want – to invite them to connect with you on social media. 

Perhaps your Facebook strategy is to publish “Daily Tips” – to make them aware of that unique value. 

Or maybe your Twitter strategy is to blend a little of your personality with professional life – so invite them to follow you on Twitter so they can [ex] see your devotion to your favorite sports team or hobby as well as sharing the top news of the day.

Send this email out about 2 days after Email 1: Acknowledgement/Fulfillment so they aren’t feeling pressured.

HIGHER EDUCATION: Most second emails are from the assigned enrollment/adviser, and it may or may not have information on the program of interest.  It will have a little more about the institution and an invitation to "start your application online now or call me if you have questions" - but many still miss the chance to get program information into the hands of the inquiry.  If you have passed along the requested information, try to get them more engaged with your other media options.  Get them following you on Facebook or Twitter or LinkedIn or YouTube - that gives them access to more content sources which helps increase interest and desire.

Email 3: Ask a couple of key questions

This one is valuable to both the subscriber and your business because it allows you to identify key interests that you can segment the newsletter on.

There are two popular and efficient ways to do this – first is to use a tool like SurveyMonkey to create a short survey or, second, ask them to hit ‘Reply’ to the email and include their answers to your questions. 

Having tested both approaches, I lean towards the survey because clicking a button seems to be a more preferred response mechanism than clicking “Reply” based on results.  No matter the reason you should consider:

“We have 3 short questions that will help us ensure you get the most out of our relationship, so please click the button below – and you will receive a small “thank you” that is

This email should be sent about 3 to 4 days after Email 2 so they have some time to breath – after all, they have done a lot in a short amount of time with a new (unknown) contact.

HIGHER EDUCATION: This is really important because it helps you ask about their motivations, concerns and other factors that you know can help you serve them more effectively.  Discover their decision-making criteria with a few questions and you can make certain your next outreach is filled with the information they value! That will differentiate you from your competition and show you care.

Email 4: Thank you for your input

This goes to each and everyone that responds to Email 3 with helpful information.  Again, it acknowledges their effort and your appreciation of it, but it also gives you another opportunity to share something unique, relevant and valuable with them – to include a link to a checklist or white paper or some content that shows you heard and understood what they shared with you.

The timing for this should be like Email 1 – immediately after the information has been received by you.

You might want an Email 4A for those that don’t respond to Email 3 – such as a reminder/second change – but we suggest waiting 4 to 5 days before sending.

Again, you don’t want to make them feel pressured and this timing should allow for the new subscriber to have received at least one of what they originally wanted - your newsletters.

HIGHER EDUCATION: For most, the first 4 emails are [a] thanks for your interest, [b] I am your enrollment rep, [c] financial aid, and [d] invitation to open house.  And all 4 have "click here to start your online application."  That means every prospective student is getting the same messages regardless of their wants, needs, expectations, motivations etc.  With the 4-step process outlined here, you get information in Email 3 responses that help you prioritize (those that respond are more engaged so focus on them) and personalize with a response based on what they shared  That personalized response is going to be more relevant and valuable - helping you differentiate your institution from the competition.  Too many email campaigns talk at the reader - with a survey in the process, you're getting valuable information that helps you work smarter, more efficiently.


These simple emails help onboard the new subscriber in a comfortable, personal way that helps get the relationship off on the right foot. 

Plus, it helps you get some valuable insights into their wants and needs so you can segment the list for greater results.

Think about that for a moment.  By asking about “topics of interest”, you can make sure your future emails are focused on the audience’s wants and needs.  That should positively impact their perception of value which means the door of opportunity remains open longer.

Let me know if you have any questions – and be sure to subscribe to our newsletter

Tags: Lead Generation, Email Marketing
Category: Email Marketing

Fatal error: Call to a member function getUserUserBio() on null in /home/dwsass5/public_html/packages/problog/helpers/blogify.php on line 370