By Heather Fignar
| Imagine this: You google for the charity of your choice. You scroll through 3 pages of results because the site isn’t optimized. On the site you hunt for the right place to sign up for more information and give them your email (a cherished commodity). For your trouble, you get an auto-responder message that says “thank you”… and then… nothing. |
Now imagine: The arrival of out-of-town friends who have never visited your home before. You have a clean house, something baking in the oven, fresh towels in the bathroom. After you’ve offered them refreshments, you take them on a tour or you sit and visit.
How do you make new subscribers (or new online donors) feel “right at home”?
You send them a series of emails that says "Thank you for coming!" These messages will engage them in the mission, tell them they are important, and start an interactive relationship. They should include:
The likelihood that a new subscriber opens the email is highest with the first messages and then starts to decline. You need to use those first messages wisely. There isn’t a right number of messages in a series.
Email #1: the auto-responder. This may be a screen that pops up after they hit submit or it may be an actual email, or both. Don’t waste this opportunity with generic “mission accomplished” text.
During the last 4 weeks of 2010, you’ll have a significant number of “new” people coming to your site.