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Follow on Google News | You Had Me at Hello: Campaigner Survey Reveals Importance of First Impressions in Email MarketingOnline Retailers Look to Welcome Emails to Boost Subscriber Engagement
By: j2 Global In fact, 39 percent of marketers surveyed say that the first email content new subscribers see from their brand is a thank-you-for- "It takes just seconds within meeting someone to form a lasting impression," Setting the Stage with Subscriptions Of course, before brands can send welcome emails, they must first acquire new subscribers. To encourage customers to sign up for regular email messages, most brands are leveraging content marketing, with 55 percent offering the latest news and content to their customers as incentives to subscribe. The second most popular incentive is standard promotions, at 49 percent. Making the Move When the Time is Right Once new subscribers are on board, timing is everything when it comes to ensuring that welcome emails are effective. Sixty-two percent of marketers are on the right track, reporting that their new subscribers receive their first message from the brand within 24 hours of signing up. Additionally, the early bird really does catch the worm, as the majority of marketers surveyed find it best to deliver emails early in the day - specifically, before 2 p.m. Over a third (35 percent) said between 8 a.m. and 11 a.m. is the ideal time to garner responses from new subscribers, while one in four (25 percent) report that between 11 a.m. and 2 p.m. is best. Optimizing Email Efforts Despite the reported success of these messages, 60 percent of marketers feel they are not making the most of their welcome emails. However, the survey reveals the following insights that marketers can use when it comes to these important emails: · Eighty-seven percent of marketers are including images in their welcome emails, while 26 percent are including videos. · Nearly a third (31 percent) of marketers report that geo-targeting is important for initial emails to contacts. · Additionally, more than half of the marketers ranked personalization and segmentation as the most successful tactics in driving conversions. "Transactional messages such as welcome emails provide unique opportunities for companies to get in front of interested contacts," McGowan said. "If marketers aren't already using them, now is the time to start." Additional Survey Insights · The pressure is on: 77 percent of marketers surveyed report the pressure on their business to acquire new customers as the economy slows is high or very high. · Emphasis on email: Over 60 percent of marketers plan to use email marketing as their primary method to acquire customers in the coming year. · Stymied by the spam folder: 47 percent of marketers report that the most damaging email marketing issue for brands today is having messages delivered to spam folders. Survey Methodology The online survey (http://www.campaigner.com/ About Campaigner Campaigner® (http://www.campaigner.com/ About j2 Global j2 Global®, Inc. provides Internet services through three divisions: j2 Cloud Connect, j2 Cloud Services™ and j2 Digital Media. j2 Cloud Connect offers Internet fax, virtual phone and unified communications solutions. It markets its services principally under the brand names eFax®, eVoice® and Onebox®, and operates a messaging network spanning 49 countries on six continents. j2 Cloud Services offers hosted email, email marketing, online backup and CRM solutions. It markets its services principally under the brand names FuseMail®, Campaigner®, and KeepItSafe®.The j2 Digital Media division offers technology, gaming and lifestyle content through its digital properties, which include PCMag.com, IGN.com, AskMen.com, Toolbox.com and others. The Digital Media division also operates NetShelter® Powered by BuyerBase®, an advanced digital ad targeting platform, and Ziff Davis B2B, a leading provider of research to enterprise buyers and leads to IT vendors. As of December 31, 2014, j2 had achieved 19 consecutive fiscal years of revenue growth. For more information about j2 Global, please visit www.j2global.com. End
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