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The welcome message is an easily overlooked component of the email marketing experience. In reality, it may be the most important email you deliver. The person receiving the message has just told you they are interested in receiving your messages, and you are contacting them immediately after they have expressed interest.
By taking advantage of the engaged nature of the recipient, you can likely create additional value by provoking further action.
Here are some things to consider adding to your welcome message:
- A Reward. Thank your new subscriber by providing a coupon, a link to a download, or something else of value that’s relevant to the content for which they signed up.
- The Value Proposition. Remind the subscriber why your marketing messages will be valuable. Also re-state how often they’ll receive communications.
- An Example. Link to the most recent version of your marketing campaign or link to an email archive.
- A link to your Privacy Policy. Build trust by confirming how you plan to use the subscribers information and link to your privacy policy.
- A link to their Profile/Subscription Settings. Provide a link so subscribers can round out the rest of their profile – or better yet, provide an incentive for them to do so.
- A link to your Contact Information. Make sure new subscribers can easily find out how to contact you. Provide non-digital options as well.
- Links to your Social Media Environments. If the new subscriber was interested enough to sign up for your email campaigns, they may also want to connect with you on Facebook, Twitter or on other social media properties.
- A link to Unsubscribe. It’s possible the person may change their mind, and it’s also possible that someone may purposely or inadvertently sign someone else up for your messages. Providing an unsubscribe link will allow people who don’t want your content to easily remove themselves from your list.
Because welcome messages have an extremely high open rate, you’ll likely see more response to this email than a standard campaign. So take advantage of this interest and try to convert immediately.
Remember to keep your message consistent in tonality and copy with the rest of your marketing materials. Keep it on-brand and relevant. And make sure you send an actual campaign soon after the opt-in (usually within one month). Otherwise you may lose the interest you worked so hard to capture.
Your welcome message is key to getting your relationship off on the right foot. Put the time and effort into making it work and it’ll deliver valuable results.
Tags: calltoaction, copy, welcomemessage
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