By Chris Sturk • 08/01/2012
Welcome emails have high open rates and click-through rates
While I was sorting through email data for today’s featured article, I came across some very high open rates and click-through rates. Open rates of 33, 50, and 66 percent intrigued me. After I looked closer, I came to the realization that all of these emails with great open rates were welcome emails.
Most digital publishers participate in a welcome program of some sort. If you aren’t welcoming your new email subscribers, we highly recommend starting a program as soon as possible. Welcome programs help inform new subscribers on your brand, the types of content you will email to them, and the frequency you use for email.
When people subscribe to your email newsletter for the first time, they are potentially at the highest level of engagement. They just found your content for the first time, and are interested in it. It’s at this stage where you have a great opportunity to immerse them more into your brand, and potentially make these subscribers into customers.
Econsultancy has some data on their welcome emails as well. According to the company, welcome emails have a unique open rate of 22.35 percent, compared to 13.68 percent for their other mailings. This means that welcome emails have a 63 percent higher open rate. Unique click rates were also higher; 5.79 percent for welcome emails compared to 2.83 percent for other mailings. Those rates are 105 percent higher than the others.
Have you seen significant open rates and click-through rates from welcome emails? Please share your results with the community.
Posted in Email Marketing Management