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BizReport : Email Marketing : July 19, 2016

Email: One welcome message is not enough

How many welcome emails are you sending new email subscribers? According to research from email service provider Listrak, just one is not enough.

by Helen Leggatt

According to Listrak's 'Welcome Series Study 2016', retailers that send more than one welcome email, send the first immediately, and offer a discount within the first, generate more sales than the rest.

When comparing 50 of its retailer clients, Listrak found that two-thirds (64%) of the top performers (those with the highest conversion rates) sent a 'welcome series' consisting of three emails (18% sent two, 18% sent one). Furthermore, 86% of the top performers included a discount in their first welcome email.


And, speed is of the essence. Half of the top performers sent the first welcome email immediately, while 44% sent the message within 1 minute, 2% within 2 minutes and 4% within 5 minutes.

"For retailers, engaging and validating new subscribers immediately - when they're most interested in the brand - is an important step in helping to ensure that they become long-term, loyal customers," says the report.

Subscribers also want to quickly get their hands on promised discount codes, or discounts which is likely why Listrak's data shows that while 92.5% of all first sales from new subscribers come within the first week of opting in, a full 45% of them occur the very same day.

Tags: email, research, welcome message

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