You just finished your email project and it took weeks of planning, hours of testing and selecting just the right mix of photos, fonts and colors for your marketing campaign. You’re excited. This email campaign is the one everyone has been waiting for and you are expecting big results.
All your effort and time has been focused on the job at hand. Your emails will be sent out with a perfect, tested, attention grabbing subject line and content. Because you send with consistent formatted headers, your recipients will easily recognize you as the source of the communication. All your messages will be personalized and segmented, relevant to the specific subscriber. You have everything ready and you’re about to send. BUT WAIT! Did you forget something? – Something so important that it can make or break your entire email campaign. Where are all these subscribers being directed to once they open your email? Will they follow a link to a wimpy landing page with iffy information on a poorly crafted website eliciting distrust and apprehension because the landing page message they read is confusing, unrelated to your initial email that lead them in the first place,? Or, will they “land” on a relevant landing page highlighted with a strong call to action statement with content applicable to your recent email campaign?
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It happens to the best of us, we have an active email list, we keep it clean and healthy, apply all the right practices, we don’t over mail and we engage our subscribers. We take suggestions and listen to all comments. Our subscribers can always update their information as we have an easy to find landing page link on each email we send out, and still, we lose a percentage of our subscriber base. AND over time, this number translates into real concern. How concerned should you be with subscriber list churn?
Mathematically subscriber list churn is calculated as a fraction or ratio, usually stated as a percentage of list members unsubscribing from your list compared to those who remain over a set period of time: i.e. A year. Of course there are other list abandonment issues factoring into this equation other than an unsubscribed address, these include those subscribers who permanently mark your email as spam or change their email address thereby avoiding any action on their part. .
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How do you welcome your new subscriber and thank them for joining your mailing list?
After someone subscribes to your email newsletter or announcement list, there are three reasons to acknowledge their new membership with a timely, well thought out welcome letter; to thank your new member for joining, set their future expectations by explaining the purpose of your email list and most importantly – to start a subscriber relationship with them.
Your sending relationship starts by actually sending a Welcome Letter, crafted to capture the attentiveness of your subscriber by reviewing and perhaps using the following suggestions: Read More→
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