If your company doesn't send welcome or confirmation emails to new subscribers, you could be missing out on some remarkable opportunities.
"Jill LeMaire, director of Epsilon's strategic and analytic consulting group, says that [its welcome emails] have an average open rate of 50%-60%," writes Sherry Chiger at Chief Marketer. "What's more, subscribers who receive a welcome email increase their long-term engagement with a brand by 33% until they decide to stop engaging."
To help you make the most of your welcome campaign, Chiger offers recommendations like these:
Send your welcome message immediately. The longer you wait, the more email piles into a new subscriber's inbox and the less likely he is to open your message. "Sending the welcome within 10 minutes of the subscriber's signing up is ideal," says Chiger.
Remember your manners. Don't forget to thank the subscriber, and to ask if she would add you to her whitelist. "Subscribers are most likely to add your brand to their inbox address book or favorites list when they are ... enthused about receiving your emails," she notes.
Include a link to your preference center. Explain that additional information enables you to send more relevant content. "[J]ust be sure you then follow up on your promises by targeting your emails to their preferences," she advises.
Consider a series of welcome messages. Not many companies send more than one welcome email, but those that do can see twice the lift in welcome-program response, Chiger reports. She suggests numbering your emails so recipients will know this is the first of, say, four messages to watch out for.
"Jill LeMaire, director of Epsilon's strategic and analytic consulting group, says that [its welcome emails] have an average open rate of 50%-60%," writes Sherry Chiger at Chief Marketer. "What's more, subscribers who receive a welcome email increase their long-term engagement with a brand by 33% until they decide to stop engaging."
To help you make the most of your welcome campaign, Chiger offers recommendations like these:
Send your welcome message immediately. The longer you wait, the more email piles into a new subscriber's inbox and the less likely he is to open your message. "Sending the welcome within 10 minutes of the subscriber's signing up is ideal," says Chiger.
Remember your manners. Don't forget to thank the subscriber, and to ask if she would add you to her whitelist. "Subscribers are most likely to add your brand to their inbox address book or favorites list when they are ... enthused about receiving your emails," she notes.
Include a link to your preference center. Explain that additional information enables you to send more relevant content. "[J]ust be sure you then follow up on your promises by targeting your emails to their preferences," she advises.
Consider a series of welcome messages. Not many companies send more than one welcome email, but those that do can see twice the lift in welcome-program response, Chiger reports. She suggests numbering your emails so recipients will know this is the first of, say, four messages to watch out for.
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