The Welcome Email Is Dead! Enter The Behavioral Driven On-Boarding Program

The Welcome Email Is Dead! Enter The Behavioral Driven On-Boarding Program

My colleague Loren McDonald wrote an article in June on Welcome Email Programs that should move beyond the typical solo welcome email to include a series of emails that would involve brand awareness and sales oriented messaging triggered over time, effectively replacing the traditional welcome email currently in production at most companies. Loren was spot on in his thoughts, but I would like to add a level of sophistication to his thinking that most companies may not be thinking about when it comes to on-boarding subscribers.  Companies should move beyond the welcome email and the welcome program and think about letting the behavior of the subscriber drive the welcome messaging over the course of time.  Rather than have a static Welcome email 1, 2 or 3 where the company takes the subscriber down the path of educating them on the brand, the social channels and company history, the email series should be driven largely off the interaction of the subscriber across the email,...
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