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Don’t confuse transactional (or confirmation) emails with welcome emails
Are you missing the opportunity of welcoming customers after their first purchase? Forty percent of the merchants who sent welcome emails to people who made inquiries did not send welcome emails to new buyers. This is a mistake, according to Return Path, even if these buyers have already opted in to receive promotional emails. Your welcome email can thank them for signing up to receive further communications, let them know about what they’ll be receiving and the frequency, and underscore the benefits of getting your emails.
Recommends Return Path: “If possible, these welcome messages should be customized based on the buyer’s recent purchase. This will make the welcome message an early, highly relevant ‘conversation’ in the relationship with the buyer.”