Return On Subscriber – Email Marketing Blog

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.