Five steps to a successful email welcome program.
Email subscribers who have come through an advanced sign-up or welcome program can have email open rates more than 40 percent and up to a 10 percent increase in response rates. Correctly managing your email opt-in process is very important to a successful welcome program. When done correctly, it will increase response rates, enhance your brand reputation, and even increase the possibility of customers becoming evangelists for your brand.
For a successful email welcome program, follow these five steps:
Finally, I'm a big advocate for A/B split and multivariate testing. Why not test an incentivized sign-up versus a non-incentivized sign-up? This will allow you to analyze if offering the discount, which affects your bottom line, is actually necessary. You can also test the subject line on the confirmation email and welcome emails.
If you follow these steps, you can expect an increase in response rates from your email sign-ups.
This column was originally published on August 18, 2011 on ClickZ.
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Matt Hayes is the director of services strategy at Lyris. With experience in the e-mail industry both in the U.S. and in the U.K., Matt has deep knowledge and experience working with clients in the strategy and development of welcome programs, lifecycle campaigns, list retention and growth, Web behavior segmentation, and e-mail design. Matt started his e-mail career at a U.K. agency that became Lyris UK and was instrumental in managing e-mail marketing campaigns for some of the biggest brands in the U.K. Matt's background is specialized in high-end fashion retail where he set up revenue-driving campaigns. In 2009, Matt moved to San Francisco to manage a team of campaign specialists and drove e-mail marketing strategy for clients in the U.S.
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