| First Impressions Are No Joke |
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| Blog | |
| Written by Lindsay Kloepping | |
| Tuesday, 10 June 2008 | |
 Return Path recently published a great study outlining opportunities that are being missed by email marketers in their initial communications with their readers. The study revealed that 85% of companies failed to personalize the first email message sent to new subscribers. What's even more surprising is that the majority did collect such personal data at sign up but they didn't take the time to insert it into the greeting and body of their messages.
Another fact that baffled me is that a little over half of email marketers (60%) did not send a welcome message at all. Wow! What a missed opportunity. First impressions are everything, even in the email world. A user who signs up and receives a personalized welcome message confirming what they will be receiving from you, when and how often is more likely to continue the email relationship and be more receptive and interactive than the one who signs up and waits days, weeks or even months for that first communication (which is most likely non-personalized or not targeted to them). In the latter case, the chances are that you'll be forgotten about and chucked into the spam rubbish when you do eventually arrive in their inbox. So my advice is this: take the 15 minutes to set up a personalized welcome message. The little effort that it takes will reap many benefits. Comments (0)
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