July 14, 2017
By: Tim Donahue
As we continue past the halfway point of off-year acquisition, we took a deep dive into one of the common tools in the digital marketer’s tool kit: the welcome series.
In theory, they offer a variety of benefits to email marketing campaigns. Some of which include: improving deliverability, higher initial engagement rates, and higher lifetime subscriber values. But we wanted to put that theory to the test.
Welcome series: A cadence of emails a new subscriber to your list receives before being put into your regularly distributed email sends.
To do this, we implemented our welcome programs across several clients, and measured their open rate and click-through rates, relative to the standard list segments.
What did we see?
Overall open rates increased by 94%, with two clients achieving a 240% and a 173% increase.
Moreover, click–through rates increased by 127%, with two clients skyrocketing with a 275% and a 178% increase.
With the top of the funnel expanded, more opens led to more clicks, and more clicks led to more conversions, with a 16% end conversion increase.
The result: Welcome series can have a tremendous and crucial impact on your efforts.
If you would like to learn more about these findings, or are looking for help incorporating them into your effort, please don’t hesitate to reach out.
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