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To make your welcome emails work well, start by thinking through the range of motives that lie behind someone visiting your website and signing up for email? Let’s look at one example: A prospective customer has searched online, Facebooked friends for recommendations and ended up visiting your site, they haven’t purchased but have signed up for email.

Putting this into a real life context; a customer walks into your store, browses through several different items but doesn’t buy anything. In their way out they ask if you can send them further information about the products they were looking at.

Would a salesperson watch them walk away or would they take some time to tell them why they should buy from you, the great range that you have, present a few customer favourites or highlight your no quibble returns policy and help them make their mind up there and then?

This in essence is a Welcome Campaign.

If you’d said that in the example above you’d ask about what exactly they were interested in or how much they had to spend, then this is like using a Preference Centre to send more targeted welcome campaigns.

So if you’d be proactive in the real world, why wouldn’t you be so in the digital one? Given that if no initial welcome message is sent, the open rate can fall by 25% a few weeks after signing up, then the importance of a welcome campaign is clear. Open campaigns often have THE highest open rates of any type of email campaign since they’re the first dialogue.

So what makes a great welcome campaign? Click here for the entire article.