To manage email marketing expectations, we often refer to response rates and industry norms. Yet having a grasp on the many variables that influence rates and norms is really what it’s all about. Given last month’s hot topic of list growth (Expresso-Sept 2005), now seems the ideal time to expand on the “list” variable – specifically how you treat subscribers from the moment they opt in. The power of the welcome message, that’s the focus in this issue of Expresso!

Carolyn Gardner
Founder & President, cardcommunications

The Power of the Welcome Message

Since cardcommunications began, we’ve always taken advantage of the welcome email – it acknowledges the new subscriber and it’s our way of saying thanks for signing up! But over the years, we’ve been enhancing our welcome emails to do more. Read tips and apply what fits to your own welcome message...