The document discusses best practices for welcome emails sent to new subscribers after they opt-in to a mailing list. It recommends sending the welcome email quickly after confirmation, personalizing the email, clearly stating what subscribers will receive, and using a welcome series rather than a single email. Testing subject lines, content, and the impact on engagement is important. The goal is to reduce churn and increase subscriber engagement and ROI.

1. Using Welcome Emails to Drive Increased Engagement and ROI Silverpop UK Webinar December 2008

3. Why Welcome Emails? UK Attendee: +44 (0) 870 738 0742, access code 434-825-161 US Attendee: (712) 432-1399, access code 434-825-161 Germany Attendee: +49 (0) 180 5007 632, access code 434-825-161 Netherlands Attendee: +31 (0) 870 001 939, access code 434-825-161

5. The Honeymoon is over! Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two weeks after the opt-in, as measured by the open rate. Within two months, the open rate typically falls 20% to 25%.

7. Elements of a Welcome Email Programme

8. Subscriber Email Touch Progression Opt-in form DOI Confirmation Email Welcome Email or Series Regular Email Program

16. Sample Welcome Emails & Best Practices

21. Testing is vital......Watches of Switzerland

26. LaRedoute

27. Debenhams RAF after newsletter sign up

30. Welcome Series Think Welcome Series, Not Just a Single Email

31. HMV Welcome Series Subject lines: Welcome part 1/2/3