Welcome emails: new report out

Latest posts | Feed | By Mark Brownlow on September 28, 2007

In the big book of best practices, sending subscribers a suitable welcome message after they sign-up gets a chapter all to itself.

Chad White of the DMA's Email Experience Council just released the second annual Retail Welcome Email Benchmark Study, reviewing the welcome mail practices of dozens of leading retailers.

Chad's post highlights some of the key data. In doing so, of course, he also indicates the kind of things you should be doing with these mails.

That aside, some of the results lift the odd eyebrow. For example, 28% of retailers don't send a welcome message at all.

And others take over a week to send it.

Since one of the main purposes of a welcome message is to take advantage of the fact that the recipient just interacted positively with you (they signed up to your list), waiting a week to do so seems a little churlish.

Tags: email marketing, welcome emails, retail emails, EEC, DMA

[This post brought to you by Campaigner Email Marketing]
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2 Comments:

I don't really know what "churlish" means, but if it's anything like "insane," I agree. It's amazing to see people spend so much money and effort to get people to sign up, and when they finally do, they're quickly ignored.
By michael, on 28 September, 2007

I'm not sure what churlish means either, but it certainly felt right. I'm a strong believe in instinct rather than dictionaries ;-)
By Mark Brownlow - Email Marketing Reports, on 01 October, 2007