Jacobs Media's Dave Beasing weighs in on the value of saying "thanks!"
“You’ve just signed up for our database. You’ll be getting more stuff from us. Thanks!”
Unfortunately, that’s about the extent of most first subscription emails. The Email Experience Council and Direct Marketing Association says 72% of 118 top online retailers send “Welcome” emails, and these have significantly higher open rates than regular emails. The good news is that most are sent within the first 3 minutes after sign-up – striking while the iron is hot. The bad news is that 19% take more than 24 hours to be delivered, an eternity in the digital world. Craft a good welcome email, as it’s the most important message you’ll ever send to a new listener. Set the tone of the new relationship, inject some of your station’s personality, and – most importantly – use specifics to create anticipation for the next message.