How to craft a great welcome message

Despite the abundance of email marketing best practices, some email marketers are still falling short in customer expectations - especially with the welcome letter. Here are a few tips to create a great welcome letter and make that welcome letter mesh with later communications to enhance brandability.

by Kristina Knight

First, a welcome message must tell consumers what they can expect from the mailer; whitelisting information should also be placed near the beginning to ensure better deliverability.

Second, the message should show consumers how to take advantage of the deals and information supplied by the mailer. Give them an initial offer; at the same time, show them how simple it is to research a product or service on your site so that your site becomes their one-stop-shop.

Finally, just in case the sign up was a mistake there should be opt-out information at the bottom of the initial email.

After you have the welcome message crafted, start looking at later email messages. Write those messages in the same information, friendly style in which the original message was written. Why? Because consumers will become familiar with your style and learn to look forward to the messages you send.