Sending a Welcome Series Is the New Onboarding Differentiator

The beginning of an email marketing relationship is the most important. Not only are subscribers more engaged and more likely to convert, but optimizing the experience of a subscriber’s first month or so on your list can extend the overall time they remain engaged with your brand via email.

The welcome email has been a key tool in getting that relationship off on the right foot. In recent years, more brands are sending welcome emails. At the same time, the welcome email that simply confirmed a subscriber’s subscription has largely disappeared to be replaced by a welcome that seeks to immediately engage new subscribers with deals, progressive profiling and cross-channel opt-ins.

Nearly 81% of B2C marketers send welcome emails to their new subscribers, according to new ExactTarget research involving… Read my entire Email Insider column >>