Email Marketing News
Expert: Tailor email marketing strategy for new subscribers
Wednesday, 19 November 2008It is a good idea to implement an email marketing strategy that is specific to new subscribers, an expert has said.
Kevin Mabley of Epsilon wrote in a column for DMNews that new subscribers should be left out of regular email streams to start with.
Businesses would do well to send them messages twice as often as usual to subscribers for the first few months and direct them to preference centres to help "deepen their engagement", he commented.
Welcome messages can also remind subscribers of the benefits of signing up to the emails in question, as well as set expectations when it comes to future emails, Mr Mabley said.
Earlier this year, a study by Return Path showed that 85 per cent of businesses fail to tailor their first emails to new subscribers.
While 70 per cent of companies collect extra information when signing up new subscribers, three-quarters of these firms do not use this data to personalise their messages, according to the research.