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ExactTarget – The Importance of Content and Timing to New Subscribers

ExactTarget – The Importance of Content and Timing to New Subscribers


The Importance of Content and Timing to New Subscribers

By: ExactTarget

Welcome emails are the best opportunity to solidify your relationship with a new subscriber. This type of email marketing tends to record higher open and click-through rates than any other emails, and are sent to your most captive audience. Remember that at the time the welcome email sends, you’ve just been invited into the subscriber’s world, and they want to hear from you—as long as your content is relevant. The stakes are high! So… how do we build an effective onboarding strategy for our subscribers, fans, and followers?

It is pretty simple. Align your onboarding program goals with your overall marketing goals. Test to make sure you have the right messaging, incentives, and cadence. To achieve success onboarding your newest subscribers, there are two elements to take into account: content and timing.

Content. Work to strike a balance between the needs of your subscribers and your company goals. Remember that content within a welcome email should be advantageous to both parties and, generally, achieve the following:

  1. Confirm the opt-in action and thank the subscriber for providing their information. Include an easy-to-identify opt-out option to stay true to permission-based marketing.
  2. Utilize personalization—if you asked for a first name in your opt-in form, use it.
  3. Set expectations about frequency and content, and reinforce the value proposition of the program or communication.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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