The Value of the Welcome Email

Angela Cheong
Aug. 15, 2013 by Angela Cheong

Weekly Email Marketing News Digest

We’re looking at ways to increase an email’s open rate this week! From welcome emails, to subject lines & design elements, here are some tips for better performing emails.

The Importance of Welcoming New Subscribers

The average open rate for welcome emails is 50%, which is 86% more effective than the newsletter. Welcome emails are also 9x more effective than other transactional email in generating sales so here are a few tips to get started:

Using Email Design To Increase Conversions

From colours to images, email design has a huge impact on your brand reputation. Here are some things to consider:

  • Building brand awareness through design elements
  • Ensure your most important message appears in the preview pane
  • Pictures have impact but remember the alt tag
  • Colour has an impact on different viewers
  • Have a prominent call-to-action
mac-email-example
Pictures can dazzle…

 

When you fail to use the alt tag in email
… or annoy.

15 Email Subject Line Formulas To Get You More Opens

Besides the welcome email, subject lines are a great way of getting your audience to sit up and take notice of your brand. The 15 email subject line formulas listed in this article revolve around the topics of:

  • Announcement / Invitation
  • Company Newsletter
  • Content Localization
  • Call To Action
  • Helpful Content

While you can use the examples in the article straight away to increase opens, it’d be great to mix it up a little, A / B test some subject lines and find out what works best for your business!

Majority of Email Opens Seen Occurring in the First 6 Hours Post-Delivery

Subject lines aside, it seems like timing is everything, so make sure you send those emails at an opportune time when it is convenient for your subscribers to open. A study from MailerMailer shows that email opens peak at 11.1% – one hour after the email is delivered. At six hours after delivery, 51.8% of an email’s opens have occurred.

Cumulative Share of Email Opens In The 24 Hours Post Delivery

[Infographic] 160 B2C Welcome Email Campaigns Analyzed

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