Once people have signed up to your newsletter, it is important to make them feel welcome from the start. A warm welcome is without doubt one of the most important of all marketing automation flows. It may be your only chance of making a good impression. So do not blow it!

Use this opportunity wisely. It is here where you will commence to build your relationship, to ensure your new subscribers remain on your list. Research has shown that emails from a welcome flow typically have higher open, click through and conversion rates.

Here are a few ideas on how to increase and maintain a welcome flow:

Help your recipients understand what you are all about and what you have to offer, and why it would benefit them. Keep them intrigued, by drip feeding them with information. This will build confidence and trust. The length of emails will depend on the size of your company and who you are dealing with. B2B will be a longer series of emails than B2C.

Providing content of interest is the very reason why someone may have signed up to your newsletter. Provide clear, concise and personalized messages. By educating them on your product(s) you can help them better understand the benefits. This can be backed up by testimonials and social proofs; satisfied customers, company awards, product awards etc.

A discount of “up to 50% off when you sign up” can lead to various emails in your flow. As a result, a customer may be inclined to make the most of a great opportunity. Firstly, deliver on your call to action and provide the discount. Then follow up and ask for feedback on the product. Another email in the flow can be with “Did you know?” facts about the product and so forth.