10 tips for your welcome emails

A new subscriber adds their name to your mailing list and, at that very moment when you’ve got their attention and interest, you send them a brief tech-speak email to confirm their name has “been added”. Not a great first impression, is it?

by Helen Leggatt

Short answer – no. Welcome messages will set the tone for your ongoing relationship with the new subscriber, it’s the first time you’ve communicated with them and you need to show them that you value and understand them, not provide a curt “thanks, you’ve been added”.

So, what should you be including in your welcome email messages? Here are ten content tips to start you off.

1. Include your brand name in the subject line so that recipients instantly recognize who sent it.

2. The basics – confirm that their subscription has been successful and the list to which they subscribed.

3. Provide links to privacy policies and subscription terms and conditions.

4. Advise them of ways in which they can modify their subscription and how to unsubscribe.

5. Include a warm and personal thank you message.

6. Reward the new subscriber with a coupon, money-saving offer or a freebie such as an e-book or study findings.

7. Set their expectations by giving them an idea of future content and frequency of communications.

8. Reiterate the benefits they will derive from the content they are to receive.

9. Provide information on feedback channels and processes.

10. Avoid marketing jargon and explain important terminology like “opt in”, “white list” and “unsubscribe”.

The Email Experience Council has summarized other “welcome email” findings in their most recent “Retail Welcome Email Benchmark Survey”.