This blog post is the second in a series on how to create the perfect customer journey. The goal is to showcase the best practice for creating intelligent and effective customer journeys in a marketing automating system.

With the data structure and signup in place, the next step in the customer journey is the welcome communication. It has become the standard for signing up for online marketing to get a confirmation sent, which also acts as the official welcome. This blog post will give some explanation of a welcome flow and provide best practices.

Timing is key

As with most personalised marketing, the content is only half the battle. Knowing what to show and when to show it is also extremely important. For a welcome flow, it means sending the initial confirmation as soon as possible after signing up. Most people expect instant confirmation when shopping online and the same goes for marketing confirmations and other online marketing. Make it a top priority to send the welcome communication when each recipient signs up, rather than have a batch send every day or every hour.

Remember this is often the first communication the recipient receives from you, and everything should be designed to make a good first impression.

Keep it short and sweet

The welcome flow is an opportunity to make the recipient feel comfortable with the brand and the products you offer. It is important not to push too many things at the beginning. Keep the sales talk to a minimum. You want to explain some background information about your brand and the type of communication the recipient can expect based on the current set of permission she has given.

For many companies, the onboarding of a new recipient consists only of a welcome email. Planning a longer onboarding flow can greatly benefit the relationship with the recipient. Distribute your important messages over multiple communications, enables the recipient to digest the information without being overwhelmed. By the way, this is exactly why this blog post is part of a series.

Consider the welcome flow compared to other campaigns

Prioritising the communication can be tricky, because of the complex nature of the rules required. Once prioritised you may want to limit the number of communications the recipient is getting during onboarding. If you decide to do this, keep in mind that special communications like birthday vouchers and big discounts may be something the recipient signed up for, and putting those communications on hold could result in disappointed recipients.

The most elegant way of solving multiple campaigns running for the same recipient is to clearly define why a recipient is getting a specific communication. Some may be part of a welcome flow, some may be related to personal information like birthday or location, and some may be more general like a monthly newsletter. Explaining the reason for sending a communication will improve the recipient’s understanding of getting multiple emails or text messages within a short period of time.

With the welcome flow defined and designed, you can now turn your attention to the next step in the customer journey: Growing the interest in your brand and products. More on this in the next blog post. Stay tuned and sign up for Agillic News and you’ll have the blog post directly in your inbox.

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