How to start a rock solid email relationship

Did you know that the most significant decline in email performance comes two months after recipients opt in? That’s why – as with any meaningful relationship – marketers should pay enough attention to the way they start up their email relationships.

Comfort new subscribers immediately with a well-organised programme of communication. For example: send them a welcome message immediately after confirmation, followed closely by the latest newsletter and/or an exclusive “new subscribers only” promo. Back these up with emails offering a chance to see a sample of the most popular previous articles.

Solidify your relationship by meeting your subscribers’ expectations from the start. Clearly state the email programme’s value proposition, frequency, type of content and privacy policies. If you make sure you meet those expectations, success is guaranteed.

Conclusion: the start of an email relationship is crucial – meet your subscriber’s expectations from the beginning and go for long-term engagement.


  1. Posted February 2, 2009 at 5:15 pm | Permalink

    Two months after opt-in, really? Why do you think that is? Are these previously engaged recipients or is this due to inactivity on the marketer’s side? What do you think could be the cause?

    Completely agree with you on welcome messages/campaigns.

    -Kelly Lorenz

    • Posted February 3, 2009 at 10:26 am | Permalink

      The 2 months factor is influenced by both sides. The marketer that is not delivering the content he promised. On the other hand you have the habit of the consumer and an overflow of similar new email messages.

      Kenny Van Beeck

  2. Posted February 3, 2009 at 2:29 pm | Permalink

    I think this is due to lack of response from marketer’s side.when we say “overflow of similar new email messages” it is difficult to come conclusion on visitor behavior.

    Kenny I have come up with new post “Is there any one who can help me to get opt in email lists?

    I need your valuable insights on this debate.

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