The welcome email is one of the most important messages in any email program. Welcomes come at a time when subscribers are most receptive to receiving messages, generating outsize open and click-through rates. So why do so many email marketers pass up this once-in-a-business-relationship opportunity by delivering subpar welcome emails — or worse yet, none at all?
Sometimes the technology limitations of an organization’s infrastructure come into play. It also may be a result of organizational dynamics, where the group responsible for email marketing may not be in a position to change the underlying technology infrastructure used to send welcome messages. Often it’s simply the result of the email team being over-tasked, unable to add yet another project to an already overflowing queue.
Let’s take a look at some of the most common missed opportunities in welcome messages…read on