'Thanks for Subscribing!' 10 Tips for Great Welcome Emails
"Welcome (to our list)" email performance has increased 253 percent since 2011 (opens as a pdf), putting these critical messages, by some calculations, in the lead for reader engagement—yet many marketers still don't send them. Here are a few suggestions for making great strides with your campaign's baby steps.
I'm certain I don't need to spend a lot of time on this topic, but lest it go unsaid, your welcome email should only be sent to someone who took the first step in establishing a relationship with your company. I have received welcome emails for lists to which I did not subscribe, but this practice is risky and veritably begs the recipient to click the spam button. Don't treat people like cattle. People are not so dense they forget whether or not they have subscribed to your publication, and sending welcome messages—or any message for that matter—to those who do not know you could permanently damage your sender reputation.
To ensure you're doing all you can to get that opt-in, take a closer look at your subscriber landing page and other content you use to encourage subscriptions. Ensure that you are:
- Asking for the business (in this case, the subscription)
- Explaining clearly WIIFM ("What's in it for me?")
- Showing examples of what the recipient will receive
- Outlining the schedule on which they will receive your messages
- Providing high-value content the subscriber will be delighted to receive
10 Tips for Great Welcomes
Like all messages in your blast, drip, and nurture campaigns, welcome messages should be professionally designed and expertly delivered. Don't waste this once-in-a-relationship opportunity with poor execution. Consider these 10 tips for a sound approach:
1. Use a short subject line. Use your subject line to remind your recipient right away of the relationship and their initiation—but keep it short and sweet. I typically do include the word welcome in the subject line, but will forego it if I'm having trouble keeping it short enough.
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.