When a subscriber first signs up for one or more topics, they will receive a few transactional emails, such as the Welcome New Subscriber and Subscription Acknowledgement transaction messages. But depending on the message frequency for their selected topics and the day of the week on which they signed up, they might not receive another email from your organization for days or even weeks.
This can be a missed opportunity, since as is the case at the start of most relationships, your subscribers' enthusiasm for your content is high when they initially sign up. That's why we recommend capitalizing on this enthusiasm by engaging new subscribers with a series of messages designed to better acquaint them with your organization, mission, and content.
How it Works
The Welcome Campaign runs across all topics in your account. The process for working with the campaign looks like this:
You configure the campaign (optional)
By default, the Welcome Campaign contains three standard messages. These messages welcome subscribers, encourage them to visit your website, and tell them how to edit their subscriber settings. An Account Administrator can activate the Welcome Campaign without making any changes, keeping all campaign defaults to quickly start using this feature. The Account Administrator could also customize the campaign, editing the subject line and body of the default messages, adding and removing from the message sequence and adjusting the timing between each message, before activating the campaign.
You activate the campaign
When an Account Administrator activates the Welcome Campaign for your organization, this suppresses the standard Welcome New Subscriber transaction message, ensuring that subscribers do not receive too many onboarding emails at the outset of their subscription.
New subscribers receive Welcome messages
Any subscriber who signs up for their first topic for your organization (thereby creating a new subscriber account) after the campaign has been activated will receive the first message in the Welcome Campaign. When they receive the first message, the system schedules the next message for that subscriber, based on the timing between messages in the Welcome Campaign settings. If the campaign contains only one message, no additional messages are scheduled.
When the next message goes out, the system schedules the next message for that subscriber, and so on until there are no subsequent messages in the campaign.
You measure engagement and fine-tune
When the Welcome Campaign is first activated, it begins collecting engagement data, reporting back how many subscribers are opening and clicking in the welcome messages. You can use this data to test out different wording and timing for your messages, optimizing them for maximum impact. You can de-activate specific messages in the campaign while you tweak them, then re-activate them. You cannot de-activate the entire Welcome Campaign. This ensures that your new subscribers will continue to receive welcome messages.
The New Subscriber Sign-Up Flow
When the Welcome Campaign is activated, it replaces the standard Welcome New Subscriber message. The adjusted new subscriber experience looks like this:
You can find more information about the other pages and messages a subscriber will see when first signing up for email updates in the Subscription Process Pages and Messages article.
If Double Opt-In is Enabled
Using the Welcome Campaign with the double opt-in feature makes it easy to reach your pending subscriber base more than once before their pending profile expires. If double opt-in is enabled for your organization, each welcome campaign message will include special text that appears for any subscriber who has not yet confirmed their profile:
- The subject of the Welcome Campaign message will start with the text "Please Confirm Your Email".
- The body of the message will contain the following text at the top:
Please confirm your email address to receive future messages from [Your Organization Name].
Unconfirmed accounts will be deleted automatically.
- The message will also contain a link that allows these subscribers to confirm their accounts.
- With double opt-in, a subscriber's profile will expire if they do not confirm in a given time period. If that time period lapses before your welcome campaign message is sent -- For example, if you set up the Welcome Campaign to send the first message 7 days after a subscriber signs up, but pending profiles expire after 5 days -- then unconfirmed subscribers will never receive a welcome campaign message.
- If a subscriber has not confirmed their account, they will not receive any bulletins from your organization.
- If the subscriber's profile expires, they will receive the usual Account Request Expired message (you can learn about this message in the Transaction Messages article).
Accessing the Welcome Campaign
- Click Campaigns.
- Click Welcome.
We've created three default messages with timed intervals. You can activate the campaign without making any changes to quickly get going. If you choose this approach, go to the Activating the Welcome Campaign section.You can also customize Welcome Campaigns using information in the following sections of this article.
Customizing the Welcome Campaign Settings
You can customize the Welcome Campaign settings in the Welcome New Subscribers section. These customizations will apply to all Welcome Campaign messages. Customize by clicking the Edit buttons (indicated by pencil icons).
- The From address is the name and email address that your messages are sent from. It identifies to subscribers who is sending the email.
- The Banner is the image that will appear at the top of every message in the campaign.
- The Footer contains standard text and/or graphics (like your logo) with functional links for editing subscriber settings.
Note: There may not be multiple from addresses, banners, or footers to choose from if you or another Account Administrator haven't created more than one for your organization.
Editing and Adding Messages
You can customize the default messages included in the campaign to meet the needs of your organization, you can also add to the message sequence, including as many as 10 messages.
- To view a message: Click the Preview Message button. This shows the message with the banner and footer you chose in the message settings.
- To edit a message's subject line or email body: Click the Edit button.
- To adjust the timing between messages: Click the Edit button next to the time interval (found beneath the message) and select a new time interval from the drop-down list.
- To add a message to the sequence: Click Add Message and customize the message content.
Note: You will need to activate the message if you want it included in the active Welcome campaign (see the next section in this article).
Activating, Deactivating, and Removing Messages
You can activate or deactivate individual messages within the Welcome campaign, allowing you to retain message content that you're working on without preventing you from running the campaign. The campaign requires at least one message, so you cannot deactivate or remove the first message in the sequence.
To activate or deactivate a message:
- Click the Edit button.
- Set the Ready toggle to:
- Yes to activate the message. The toggle's slider will be on the right side.
- No to deactivate the message. The slider will be on the left side and the toggle will be grayed out.
- After the campaign is activated, the Ready toggle will read Send in the campaign message editor.
- When a message is deactivated, subscribers will not receive that message and will be sent the next active message in the sequence instead. After the message is reactivated, it will be sent to any new subscribers going forward, but subscribers who missed it will not receive it retroactively.
- Click Save.
To remove a message: Click the remove button .
- When you remove a message, it both deactivates the message and removes it from the message sequence.
- You can only remove messages in reverse chronological order. This ensures the proper sequence of messages stays intact.
- When you remove a message, you are not deleting the message. Message content and any engagement metrics collected for that message (if the campaign was already activated) are saved.
- Any removed messages can be added back in using the Add Message button. When you add back a message, message content and engagement metrics become available again.
Activating the Welcome Campaign
- Review all messages, using the Preview Message button.
- Make sure all messages you want included in the campaign are activated.
- Click Activate at the top of the page.
Monitoring the Welcome Campaign
When the Welcome Campaign is activated, it starts to collect metrics about each message. This information is displayed to the right of each message in the Message Sequence section, and includes:
- Sent: The number of recipients who have successfully received the message.
- Opened: The average percent of recipients who opened the message.
- Clicked: The average percent of recipients who clicked at least one link in a message.
Frequently Asked Questions
Q. Why if I want to deactivate the Welcome Campaign?
A. You cannot deactivate the Welcome Campaign after turning it on, but you can deactivate individual campaign messages. If you deactivate all but the first campaign message, the campaign will function like the standard "Welcome New Subscriber" transaction message. If you determine that deactivating the campaign is absolutely necessary, contact our Customer Support team by submitting a request at the bottom of this page, and we will work with you.
Q. If I deactivate a campaign message before a subscriber is scheduled to receive it and reactivate it later, does the subscriber get sent the message late?
A. If a subscriber is scheduled to receive another message in the Welcome campaign sequence, they will receive the next active message. For example, if a subscriber receives message #1 and message #2 is inactive when they are scheduled to receive the next message, they will receive message #3 instead. If there is another message after message #3, the campaign will use the timing for message #3 to schedule the next message for the subscriber.
If no subsequent active messages exist when the subscriber is scheduled to receive the next message in the sequence, they will not receive any messages.
Q. How do I change the order of messages in my sequence?
A. You can deactivate a message to skip to the next message in the sequence. If you want to move a message so it is used later in the sequence, deactivate that message and copy its content to a later message in the sequence.