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Three Ideas for a Compelling Welcome Email

by Emily Konouchi  |  
March 21, 2014
  |  4,795 views

The saying is "you never get a second chance to make a first impression," but because of today's flooded inboxes, you barely get a first chance to make a first impression.

That's why sending a welcome email to new subscribers should be a vital part of your email marketing strategy.

Email is a powerful way to build relationships with your customers and members. And a well-timed hello sets the tone from the start, right at the moment when someone shows they're interested in your business.

Feels like a no brainer, right? Then why are so many companies dropping the ball?

Results That Will Surprise You


Think about it—people who sign up for your emails clearly have some interest in your business, and they want to hear what you have to say. So, say something! On average, welcome emails garner a 50% open rate, making them 86% more effective than email newsletters.

Despite the astounding results, only 57.7% of companies greet new subscribers with a welcome note. Welcome messages typically have four times the open rate and five times the click-through rate of other bulk mailings, and they set the scene for long-term engagement. By not sending a welcome email, you're missing out on a key part of email marketing strategy.


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Emily Konouchi is director of content and communications at Emma, an email marketing software and services provider that helps organizations of all sizes get more from their marketing. She is also the director Emma’s communal dishwasher-emptying efforts, but only when she has writer’s block.

Twitter: @emikonouchi

Google+: Emily Konouchi

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Comments

  • by Stacey Sat Mar 22, 2014 via web

    Hey Emily. Today I signed up to approx 30 newsletters from eCommerce stores/brands - mainly in the high fashion industry and smaller lesser known labels. While I wasn't keeping a hard count. Most made the experience a really poor, valueless task. Many didn't say thank you, just dropped you back in the home page. Hardly any had a welcome message, and out of the few who did, only one looked thought out. Some of the bigger brands were nailing it with the homepage pop up and really incentivising you to give your email, coupon codes, info on shipping, etc, but on a whole, the experiment taught me this:

    There must be 100s and 1000s of brands out there, keeping their bottom line much lower than it needs to be, because they don't understand, care about, or optimise email marketing.

  • by Jose Argudo Mon Mar 24, 2014 via web

    Well, for me, when I subscribe to someone's blog, or store, or anything I "expect" to receive a welcome email, and for a welcome email I mean something a bit creative, those emails with a single line "you are subscribed, thank you" really doesn't work.

    If i receive one of these, I don't expet much for the next newsletters, marketers should take great care on this part of the process, as it's the first contact with the new subscriber and can be a great difference if this first impression is a positive one.

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