Welcome email ‘offers a top chance for subscriber engagement’

The welcome email might well be the single best opportunity for email marketers to get the attention of subscribers and then drive action, it is said.

According to Smith-Harmon, writing on the Retail Email Blog, welcome emails generate better open rates and will ideally be sent at the point of “maximum receptivity”.

If executed efficiently, they can form a “halo effect” that heightens the subscribers’ engagement with future promotional and trigger messages, the email marketing strategy and creative services agency claims.

Smith-Harmon recently found that 76 per cent of 112 of the largest online retailers send out welcome emails.

“While that’s up from 72 per cent in 2007 and 66 per cent in 2006, it’s disheartening that more companies aren’t seizing this key marketing moment,” the company added.

Smith-Harmon claims to have established itself as a team to approach for help with email and asserts its clients do not stress as much with its assistance.