Webinar recording – How to welcome new email subscribers to achieve long-term engagement

About the webinar

In this 50-minute webinar presented by Peggy Naumann, previous Tech Champion for Email Marketing, you’ll learn how to make some simple tweaks to your email marketing to foster engagement from the moment someone subscribes to your mailing list.

This is a recording of a live session where participants were given 10 minutes mid-session to consider content for their welcome email . Participants were then broken into smaller groups to discuss their ideas to feed back to the group. To mirror the live session you can download the welcome email planning questions document and consider the same points at the mid-way point. This point is indicated in the video.

The current Digital Culture Network Tech Champion for Email Marketing is Jacqueline Ewers.

You will learn

• What good engagement looks like in email marketing
• Why it’s so important to welcome your new subscribers
• How to plan the content of your welcome email and sign-up confirmation page
• Some more advanced techniques to tailor your welcome to suit different types of subscriber

Follow up

Once you’ve watched the recording, here are a few key next steps you could take:

• Sign up to your own newsletter through any path that’s available to your audience – what’s the experience like? Here’s a top tip for how to use one gmail account to sign up multiple times to your mailing list.
• Use the welcome email planning template to plan or tweak your welcome email content
• Create or update your welcome automation. Here are some useful documents from the main Email Service Providers (ESPs) used by attendees:
  • Mailchimp welcome email
  • WordFly welcome email
  • dotdigital welcome email – note that the process will be slightly different if you’re using the Spektrix integration

Mailchimp users

• Update the design and wording of your Confirmation “thank you” page or Signup “thank you” page. You can do this in the form builder: How the form builder works
• To add extra personalisation, you could also create a bespoke thank you page:
  • Design and host your own “thank you” pages
  • Create a landing page

More advanced ideas

• Segment your welcome email to send a targeted version to your different audience groups
• Break your welcome email down into multiple emails, or a drip campaign:
  • Mailchimp classic automations (multi-step available on standard and premium plans)
  • Mailchimp customer journeys (available on standard and premium plans)
  • dotdigital program builder

Resources and links

Download the presentation used in the webinar

Download the welcome email planning questions

Download the welcome email planning template

The Mail Privacy Protection Survival Guide for Marketers from Litmus – a useful resource that explains how Apple’s Mail Privacy Protection will affect your email marketing

Further Support

The Digital Culture Network is here to support you and your organisation. Our Tech Champions can provide free 1-2-1 support to all arts and cultural organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touch. Sign up for our newsletter below and follow us on Twitter @ace_dcn for the latest updates.