Email is one of the central components of an online marketing strategy. But many companies don't make the most out of their email marketing campaigns. For instance, a significant number of companies don't send welcome emails (1).
Welcome emails generate four times more opens and five times more clicks than an average email (2). Companies that don't send a welcome message to new subscribers are missing out on a big opportunity to engage with customers and promote their brand.
Not only do welcome emails receive more engagement, they also predict future engagement. Customers that read welcome emails are more likely to read subsequent messages and make purchases. The likelihood increases when businesses send more than one welcome message. Customers that read three emails in a welcome series spend 62 percent more than customers who didn't read a welcome email.
Businesses can use welcome emails to gain more in-depth information about subscribers, encourage them to engage with more branded content and make purchases immediately. All in all, businesses are missing out on engagement and sales when they fail to send a welcome message to new subscribers.