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.
Educate the subscriber on other opportunities to engage. Consider promoting social or mobile campaigns.
Learn more about the subscriber. Drive them to a preference center or other location where they can provide more information about themselves. Use this information to strengthen the relationship.
Feature “Add to Address Book” links prominently so you’re treated as a trusted sender.
Drive customers to your other channels—social, mobile, or in-store.

If you’re unable to address each of these within a single, real-time message you might consider an onboarding drip campaign that spans across an acceptable “new subscriber” timeframe.

Timing. If possible, messages should always be sent in real time. Remember that initial engagement decreases with every moment that goes by. If you’re waiting a day to send a welcome email, you’ve already missed the moment of engagement.

Remember that first impressions last—and a welcome email may be the first one-to-one communication a consumer has ever had with your brand. Don’t lose sight of the importance a welcome email can have on establishing a relationship for years to come.

To learn more welcome email highlights - Check out Subscribers, Fans and Followers: Retail Touchpoints Exposed!