ExactTarget – The Importance of Content and Timing to New Subscribers
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:
- 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.
- Utilize personalization—if you asked for a first name in your opt-in form, use it.
- Set expectations about frequency and content, and reinforce the value proposition of the program or communication.
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