Getting Through the Postini Filter
Acquisition, Targeting, Personalization, ESP Selection: Some Tips

Defining Your Welcome Strategy

Andrew Kordek wrote a great post on the importance of having a welcome strategy. Here are the most important points. Read the entire post here.
welcome emails are probably the most important emails your program can have.  They can generate millions of dollars in revenue if you are an eTailer and are the first impression of your email program to new subscribers.

Here are a couple of questions and comments to consider on a welcome strategy.

- Do you just sent them a welcome email and then put them into a promotional stream?  If so, how would that make you feel as a customer?

- Do you have a 1 or 2 touch strategy in truly welcoming folks into your program? What I mean by this is do you send them 1 or 2 or even 3 emails warming the customer up to your regular promotional stream?

- Some of things to consider over those touches are sending them to a preference center for progressive profiling, giving them coupons to purchase or send them examples of your current promotional stream.

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