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.