According to a survey of 150 retail clients by email marketing technology provider Campaigner, 39 percent of respondents say that the first email content new subscribers see from their brand is a thank-you-for-subscribing message. This approach seems to be working, as almost 50 percent of respondents report that 21 percent or more of new subscribers engage with such welcome emails.

To encourage customers to sign up for regular email messages, many respondents are leveraging content marketing, with 55 percent offering the latest news and content to their customers as incentives to subscribe. The second-most-popular incentive is standard promotions, at 49 percent.

Looking at welcome message timing, 62 percent of respondents report that their new subscribers receive their first message from the brand within 24 hours of signing up.

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