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Eight steps to more effective welcome e-mails

February 05, 2008 | Internet Marketing

To ensure your welcome message sets the proper stage for e-mails to come, check out these eight best practices offered by e-mail marketer Return Path.

Brand and subject lines are key factors in getting your e-mails opened, but so is your recipients’ prior experiences with your e-mail efforts. According to a study conducted last year by Return Path, 51.2 percent of survey respondents indicated prior value influences their decisions to open e-mail. What’s more, prior value was the only factor to exhibit year-over-year growth.

What this means is the value clock starts ticking with the very first e-mail contact you make. And for many marketers, that’s the welcome e-mail. To ensure your welcome message sets the proper stage for e-mails to come, check out these eight best practices offered by Margaret Farmakis, Return Path’s director of strategic services, in her whitepaper A Welcome Message Study: Marketers Are Missing Opportunities to Pave the Road to Relevancy.

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