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5 Ideas for Better Welcome E-mails

November 11, 2009 By Hallie Mummert

With Facebook and Twitter keeping consumers engaged with their e-mail inboxes, e-mail marketing is getting a nice shot in the arm. To further capitalize on this opportunity, marketers that still don't have welcome programs for new e-mail subscribers—or, worse yet, have ill-conceived ones—must get on the ball, says Loren McDonald, vice president, industry relations at e-mail marketing and marketing automation services firm Silverpop.

When new subscribers can lose interest in whatever content you promised them as early as two weeks from the opt-in date, according to MarketingSherpa research, you need to do more than merely confirm their sign-ups, he explains.

Consider the benefits of getting the welcome process right:

  • speedier conversions
  • minimized list churn
  • strengthened brand perception
  • reduced inactivity rates

 

According to McDonald, the purposes of a world-class welcome e-mail, or series of e-mails, include:

  • educate subscribers
  • reward and motivate
  • instill/reinforce trust
  • enable immediate e-mail experience
  • provide administrative information

 

For example, he notes, a welcome e-mail from Magazines.com hit on all five purposes via a right-hand column that featured popular titles on sale; a list of links to important customer service information, such as the new subscriber's account page, and Magazines.com's privacy page and satisfaction guarantee section; a link to Magazines.com's e-mail feedback form; a link to a coupon for future purchases; and a postscript telling subscribers about the numerous free business/trade publications that Magazines.com offers on its site. The latter is a nice added-value feature that shows new and prospective customers how e-mails from Magazines.com will be about more than what's on sale.

The holidays are right around the corner, but there's still time to make your company's welcome e-mails a little more inviting.


 

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