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BizReport : Email Marketing : June 16, 2008
What makes a great email welcome message?
It should be a simple thing but simply saying, "Hello, welcome to our email list", isn't the way to invite or welcome new subscribers into your database. Could not knowing what to say to new members be what is keeping most email marketers from sending welcome messages? It definitely could. Which brings me to the point: just what should an email welcome letter include?
Here are a few ideas so that you can create your own email welcome messages.
First, make the note simple HTML and optimized so that if a user has images turned off, the message will still display correctly.
Next, think about what information a customer is most likely to want. You guessed it - the essentials. In the first paragraph, thank them for signing up and tell them what they are getting. This should include the time frame for messages, the types of offers or information that will be included with each message.
Next, give them something! These users signed up for a reason: they liked your store, your products or your information. Reward that by offering these very interested customers a coupon, free shipping on an order or some kind of bonus (an addition download, for example) to their first order.
Finally, wrap up the message by letting them know that their information is now and will always be private; state your privacy policy and ask them to add your information to their favorites lists and to their email contacts lists.
In the case of email marketing, no contact is actually worse than bad contact. So grab some paper and plot out your welcome letter. And this week start sending out those welcome messages!
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Comments
Back in 2004, Marketing Experiments published research information on ways to to optimize your welcome email and the entire welcome message sequence to increase your return vistor rate in a matter of days.
Posted by: Shane on June 19, 2008 00:59