This week, we’re looking at welcome email series using the 1898 work of St. Elmo Louis’ venerable marketing framework, AIDA. As a reminder, AIDA stands for:
- Attention: capture the attention of your audience by any reasonable means
- Interest: keep people compelled to pay attention by holding their interest in your product or service.
- Desire: incite desire to want your product or service.
- Action: get your audience to take action and buy.
Step 2 of Louis’ series is about interest: how do you keep people interested in what you have to offer? The second email in the welcome series doesn’t have to be just one email to hold interest; in fact, it can be one or a dozen. What interest-building emails have to do, however, is be compelling content for your subscribers to want to stick around.
In many cases, the most powerful way to keep interest is to provide something immediately useful. If you’ve got a product or service, it can be something as simple as “Here’s a unique way to use our product that you may not have thought of”. If you’re working to keep interest in the email list itself, highlight the most compelling content you’ve got.
Not sure what that is? Here’s an easy tip:
Go into your Google Analytics account, choose Site Content > All Pages , then select Bounce Rate in ascending order , and choose Weighted Sort . Now you have a list of the top 10 pages that have the lowest incidence of bounces (when people come to your site, see exactly one page, and leave). Look for your best blog posts, articles, or other content in this report, and use one or more of these pages in your second welcome email.
Tomorrow, we’ll look at part 3, desire.
Christopher S. Penn
Director of Inbound Marketing, WhatCounts