menard soriano

Test, Test, Test

There's only one way to optimize the return from your welcome messages: test, test, test. A/B splits, in which the offers are alternated randomly in the same period, are best. If you can't do this, run a test offer for a week or month, depending on your opt-in volume, a few times a year.

If you go to the trouble and expense of sending a welcome message (which you should), use it to its utmost. By viewing it as an opportunity rather than housekeeping, you can turn it from a cost center into a revenue generator. Give it a try and let me know how it goes.