'Thanks for Subscribing!' 10 Tips for Great Welcome Emails
2. Consider text vs. HTML (or both!). With a welcome email, plain Jane is often the best path, but not necessarily the only path. Deploy your blast or nurture welcome in an easy-to-read text format and send a beautiful, interactive HTML email the next day. The text format is less likely to be blocked by spam filters than the HTML version, and the open/engagement of the recipient of the first email can help to set the stage and clear spam hurdles in consecutive emails.
3. Write direct and clear copy. Like all emails and campaigns, you should define a quantifiable goal for your welcome message. What would you like to do here? Get 50 percent of overall new subscribers to download the white paper? Get 90 percent of new subscribers to open? Whatever your goal, think next about copy that will help you attain that goal and don't wander. This is not the place to offer up the entire content of your website, choose a single CTA and stick with the program.
If you would like to offer links to key places in your website, create a call to action requiring a form submission. In the confirmation email (thank you email, auto-responder email) for the submission, provide links to your heart's content. This ensures your welcome email stays on message and works toward your quantifiable goal.
4. Repeat the WIIFM message. Remind your new subscriber with adequate detail what they will receive and when—make it fun, interesting, and full of promise (consider using cartoons and humor). If space allows, include screenshots of example emails so they will be sure to recognize your brand when it lands in their inbox.
5. Personalize when possible. If you have their name, use it! Be polite, say hello, say thank you. If you have more information, even better. Nothing makes the recipient feel more welcomed than a message tailored to their specific needs, desires, and preferences. Did you ask them the color of their eyes on the subscriber form? Put it to work. Think about how your welcome message can most effectively use the information you've collected or appended.
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.