Newspaper Welcome Email - Too Much Too Fast
Aug 07 2008
I registered for daily email alerts from NYLJ.com, the website for the New York Law Journal. Below is the welcome email I received after confirming my subscription. While I commend them for using this welcome email as an opportunity to convert me into a paid subscriber, the attempt fell flat with me for a couple reasons.
While the email was immediate, branded, personalized, and included a special offer - it didn’t drive me to try out this limited access I had just received. Why would I upgrade before I had tried it?
A better approach would have been to explain the great aspects of the limited access package and drive me right back to the website to try them out with a strong call to action. Triggering an email a few days later with a similar message, highlighting a different feature of the site, would be the next step. Then, after I have been to the site a few times and my limited access is expiring, an email focusing strictly on an upgrade offer would have a better chance of conversion.
Welcome emails are a great oppotrunity to engage a new email subscriber, but make sure you don’t ask for too much too fast - you may lose a great oppotrunity.
Published in Missed Opportunites, Newspapers, Welcome Email on Thursday, August 7th, 2008
Tags: Newspapers, subscription, upgrade, Welcome Email









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