Strategy #3 – Design an Email Welcome Journey

Want to Keep Your Audience Engaged in Email Campaigns?

In our last blog post we shared our first strategy for creating an effective email marketing campaign, Create Content that Drives Engagement. This week we share Strategy #3 to help you develop an effective email marketing strategy for your business.


Strategy #3: Design an Email Welcome Journey for New Subscribers

The welcome journey is crucial for email and it’s a quick win to keep your audience engaged. This journey happens when a new subscriber signs up for your list. It could be a series of emails—typically 3-4—that welcomes the new subscriber and thanks them for signing up. Then you can set expectations for what they can expect to receive from you.

Start Building a Relationship With New Subscribers

– Your new subscriber has taken the time to enter their email address to sign up for your newsletter or email program so thank them for that and start building that relationship with them.

Gather Audience Preferences

– The welcome journey is also a good opportunity—particularly in the second or third email—to gather some preferences from new subscribers. 

– Ask them what they’re interested in and the type of your products they might want to hear about. This information allows you to start personalizing the experience with them from the very beginning.

Test Various Elements of Your Welcome Journey

– Testing is really important in email. Once you’ve had enough people sign up and experience your welcome journey, review your results and then test different subject lines, frequency, and questions you ask. 

– How long your welcome journey should be depends on your business and the audience you’re sending it to. The first email should be sent as soon as that subscriber has entered the database and been verified.

– For B2B organizations, typically it’s best to send the second email 5-7 days later but you’ll want to test this to see what works best for your audience.

 Be sure to check out our next post for Strategy #4! 

(Source: Social Media Examiner)


Are you considering retaining a marketing consultant to help you develop your content or overall marketing strategy? View this post first and learn the four questions you must ask yourself before hiring a consultant.