'Thanks for Subscribing!' 10 Tips for Great Welcome Emails
6. Send it right now! Your recipients won't forget they didn't sign up for your list, but they might forget they did. Be very prompt—make your welcome message an auto-responder to your subscriber form so they receive it right away.
7. Set their expectations and deliver on promises. If you tell your subscribers you will email them once every two weeks and every third email will be a newsletter, deliver exactly that. Resist all urges to suddenly start sending messages three times a week—no matter how important you think your news. Too-frequent emails are quite often cited as the reason for unsubscribing from a list to which one had previous subscribed. Oh, and if you promised text versions, don't switch to HTML without their permission.
8. Encourage engagement. You want more from your subscriber than a cursory read, so show your appreciation. If you promised a gift in your subscriber form (ebook, download, or the like), now is the time to deliver (or to tell them the gift is on its way). If you didn't promise a gift, try starting off with a surprise offer: a discount, private video, free shipping, or the like, this effort will let them know you are happy they've joined your list.
Make all offers super simple to redeem, whether promised or surprise.
9. Encourage sharing. Your message is so great it should be shared, right? Give your new subscriber plenty of incentive to tell their friends. A 15 percent discount for subscribers could be increased to 25 percent if they share on Facebook, for instance. If you're site isn't quite that sophisticated, offer a free-shipping discount code the new subscriber can manually post to their social networks.
10. Remind them to save the message. If you have specific log-in information or other details your new subscribers may need in the future, remind them to save the message. When they archive a message rather than delete it, the action is logged and may influence their email client on how to manage emails from your domain in the future.
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.