First impressions are important - Online and Offline

Why are companies still not sending welcome emails?  It's a mystery to me.

Marketing experts have been saying for years how important it is for companies to include Welcome emails as part of their email strategies.  Big or small, all companies should send a little note of Welcoming their new subscribers/prospects.  It increases interest and engagement of prospects. 

My Podcast has a decent following and I tested this 'interest and engagement' theory with my subscribers.  I segmented my subscribers into people who received a Welcome emails and people who didn't receive a Welcome email when they subscribed to the Podcast.  With available data limited to subscribers email addresses only, I did a random selection for two segments.  I conducted this test for two weeks and found:

1. People who received a Welcome email (call it Segment A) from my Podcast, 56% opened the email.

2. This above segment had open rate between 35% and 40% for following emails.

3. The click through rate was 3x the click through rate for segment that didn't receive (Segment B) a Welcome email from my Podcast.

4. The open rate for Segment B was between 18% and 20% during the test time period.

I no longer have the test in place as I send Welcome emails to all my subscribers to keep their attention and engage them with my Podcast.

My Podcast emails don't sell anything to subscribers but the emails have information regarding episodes and the Podcast itself so I'm not losing any revenue.  This makes me wonder how much revenue and potential revenue are e-commerce companies losing by forgoing sending Welcome emails.  The reason I know that many companies are not sending Welcome emails is because I subscribe to various companies to see what's going on in the world as that's part of my profession.

Not receiving a Welcome from a company is like - Imagine walking into a store and there is no one to greet you or someone is there but doesn't acknowledge you by greeting you instead the salesperson asks you to buy a "insert product".  How well will that go?  Yes, it's an exaggeration as online experience is few steps removed but it is highly likely that a customer will engage and buy from you if you send him/her a Welcome email. 

You get a chance to showcase your organization's or brand's personality to your subscriber.  You are forgoing to introduce and share a little bit about you with your audience.  This subscriber/prospect is likely to read about you and get to know you when he/she welcomed into a family.  Leave that kind of impression with your subscriber/prospect.