At AudiencePoint we have been doing some really interesting things with the Welcome/New Customer/Onboarding Series of emails. We just finished the write up on one of these series based emails.
There were three messages per subscriber sent and optimized in the welcome series. The automated series ran at the same time every day as a marketing automation. The intended audience was spread within start and finish time range. Each individual subscriber received content at their optimal time within the selected range.
In this particular case, each email gathered was one belonging to a brand new customer, therefore, the new customer series had no prior historic engagement data. The only data available in order to perform the optimization was gathered from the AudiencePoint Global Data Pool.
The strategy was a success with all messages showing significant improvement in subscriber engagement. The specific improvements were:
|
Email Type |
Improvement |
|
New Customer Email #1 |
23% higher |
|
Past Customer Welcome Email |
63% higher |
|
Second Email |
81% higher |
|
Third Email |
43% higher |
|
One time welcome (not part of series) |
22% higher |
There is a case study outlining the specifics of program, which also provides an ROI calculator available here:
http://audiencepoint.com/sto-welcome-series/