I recently had a chance to hear Kelly Murtha, the Director of Relationship Management at Netflix, speak at the Email Evolution Conference in San Diego. As a new Netflix user I was interested to hear more about the email program that I had been just introduced to, and Kelly provided insight into what they’re doing to really leverage the email channel.
That’s just the first email, I received several others that coaxed me along in filling out my queue. Not only did they provide guidance, they also showed me my progress. The email below shows the first 3 movies I had placed into the queue. They have several other emails that go out only if you haven’t been adding movies to your queue.
They’ve definitely nailed it. They take the time to ease you into it, and they vary the emails you receive based on whether or not you have caught on. If you are happily adding movies to your queue then there is no need to prod you along. Also note that these follow-on emails have several Call To Actions as well – those blue buttons at the bottom provide suggestions and easy categories for you to build out your queue.
Anyone can send a quick text message out to new users, but are you taking the time to welcome new email contacts into your community? You don’t have to have a slick marketing campaign, even sending out a message every other week to new people is a great start. Remember these key points:
- Personalize the message – Showing that this message is intended for one person, not everyone.
- Provide next steps – Where should they go from here? Let them know, especially if you do things differently, make a point of it – it’s what makes you special.
- Check back in – Send an email with an encouragement or incentive to those who aren’t moving forward in the relationship.
Check back soon for part two of my review, I’ll be looking at the ongoing email program Netflix has created to keep customers engaged once they are using the service.
Product Manager at Bronto