More and more customers are shopping online … and being more and more careful about doing it. The good news is that email subscriptions are up, as people who previously shopped at upscale department stores move to the internet to look for deals and to save travel costs.
When you receive new subscribers, especially this late in the selling season, it’s critical to connect with them right away. Why?
- The more time that passes between sign-up and the first regular delivery, the greater the chance that subscribers will forget that they subscribed and will flag the email as spam.
- Those subscribers who actively sought out your newsletter and subscribed may become annoyed at not receiving email within a week or two, and may feel like they have to take the time to resubscribe. The delayed or failed delivery will hurt the customer’s impression of your brand and cast doubt on the reliability of your website and IT systems.
- You’re missing out on possible sales. Subscribers who start receiving emails earlier are more likely to make a purchase earlier, because they were already in the mode of shopping or interacting with the retailer.
The study showed that mega-retailers were just as likely as smaller retailers to have these delays and failures. And, disturbingly, more than 55 percent of those who took more than 14 days to begin sending regular email had previously sent welcome emails. So a quickly delivered welcome email was no guarantee of a quickly delivered regular email.
Make sure that you take advantage of the recent lift in online sales for the holidays by quickly bringing new customers into the fold!