The Good, Bad and Ugly of the Welcome Process
Twelve percent of the retailers that did send a welcome email didn't use their brand name in the from line. Examples of what was used instead included “no reply” (used by three different retailers), ”service” and “notify.” Ouch.
Welcome programs often fall into the out-of-sight, out-of-mind category for email marketers. They're automated and generate high open rates, so why worry? The issue of course is that they're anything but out-of-sight for prospects. They engage with this email more than almost any other sent. Take a run through your welcome experience with fresh eyes. Is the data collected being used? Is the content of the welcome email up to date with added value? Optimizing this experience is time well invested in the long-term health of your email program and its ability to foster a deeper relationship with consumers.