Useful article in MarketingSherpa about how to get the most out of the “Welcome” letter that your e-newsletter mailing service generates (or should be generating). Yes, it’s true. Your “Welcome” email to your new subscribers will most likely get the highest open rate of any message you ever send. Best practices for Welcome messages include: linking to your most recent issue, linking to a “complimentary” white paper, offering a $$-off discount coupon and beginning a sequence of email messages that build upon one another (aka an autoresponder series). You can download samples of the Welcome messages described. And here’s a 12-page how-to PDF on email autoresponders. (Note: free access to this article and, I assume, related links until Dec. 19th.)
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