What’s a Welcome Email Worth?
There’s been a really healthy, if vociferous, argument going around over whether or not to send a ‘welcome series’ of emails to new supporters on your email list. The concept is probably familiar: you send a pre-written package of emails over a few days or weeks to ease new people to your non-profit or political campaign onto your list. The pro and con go something like this:
PRO: By easing people onto the list and introducing them to our ladder of engagement, they are more likely to open, click, and donate later on. Good cultivation makes for better members.
CON: Other than checking for dead or spam-bot emails on your list, all a welcome series does is feed outdated content to members who otherwise have the highest-probability of being really active, engaged and excited. Why waste people’s initial enthusiasm with emails that aren’t about your hottest campaigns?
Well I LIKE a welcome series – dagnabbit. I’m old fashioned that way. But I was nervous about the impact on email deliverability. As I’ve chronicled elsewhere about email deliverability for non-profits and campaigns, there’s a real cost to emailing inactive members. And if all the welcome series was doing was turning people off or depressing the open and click rate, I didn’t want any part of it.
So, I set out to prove what a successful non-profit email welcome series is worth. What I found was surprising.
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