You had me at hello – the art of a good Welcome programme

Having recently spent some time looking into the unsubscribe process and how best to optimise it (read here if you’ve missed it), I thought it would be worth looking at the other side (and the very first step) of the relationship: the welcome. It probably goes without saying, but getting new subscribers is crucial in keeping your database fresh and conversions coming in because newer customers are far more engaged and are therefore more likely to purchase. So, it’s essential to make the most of the sign up process and subsequent user journey. I selected 25 of America’s top retailers and signed-up to their email marketing to observe what these brands are doing in this area. I’ve gone through the…