The Pontiflex Blog

The Importance of a Warm Welcome

July 7, 2009 at 3:43 pm Arun Krishnan Leave a comment

In his recent article in MediaPost’s Email Insider, Aaron Smith hits some very important points. Namely, the importance of your brand’s welcoming email. When people opt-in or subscribe to your email program, the first communication you send them is critical. Not only should that first email reflect your brand well and speak to the benefits of what you have to offer -  it should also be sent in a timely manner. Smith points out that according to the Retail Welcome Email Benchmark Study,  23% of retailers took more than 24 hours to send a welcome email. That’s just too long.

Making sure you have strong content is up to you (and having a good email marketing agency certainly helps).

Making sure you have a strong in-house list and the technical ability to send automatic welcome emails in real time is where CPL advertising can lend a hand.

By helping marketers acquire email addresses of consumers with high intent, CPL advertising can be used to build strong in-house email databases. Once someone signs up to hear from you, it is vital that you welcome them immediately. Using an auto-responder technology, you can send  real-time emails to new leads without missing a beat.

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