7 Quick Tips for a Perfect Welcome Message
Many of us, email marketers, collect email addresses using an opt-in form on our website. Whether you will send a series of follow-up emails to your subscribers then or just a single email offering them the material they subscribed to, the very first email they receive from you is the welcome email. The impression your welcome email makes is very important because it introduces the subscriber into your company and to some extent determines their decision to stay with you or unsubscribe.
- "Hi John"! The salutation seems to be an obvious thing, however some email marketers often ignore it. On my opinion you can omit the salutation in your future emails [for example, if you send the newsletter every 2-3 days] but not in the welcome message. Even better if you personalize it with the subscriber's first name. This demonstrates your respect towards the subscriber and sets their mind to the long term relationship with you.
- Subscription reminder. People may subscribe for email newsletters at different sites and/or buy products in different online stores. With time, it's hard to remember all the sources they may expect receive the emails from. To avoid any confusion that may lead to an unsubscribe request or spam compaint, include a short reminder why you have the right to send them emails.
- Email frequency. Tell them how often they should expect emails from you. By setting up your email frequency in advance you make one step forward to minimizing your unsubscribe and spam complaint rate. They may be unpleasantly surprised when you start bombarding them with your follow-ups every single day. To avoid the subscribers' irritation, prepare them in your welcome message.
- Whitelist request. To ensure your follow-up emails will reach the subscribers, ask them to add your email address to their address book or safe sender list. This also helps them immediately see the images you may send in your emails instead of having to download the images manually.
- Unsubscribe/update profile link. Let them easily unsubscribe from your list. Include the unsubscribe link either in the body of the welcome message or in the footer. If you choose to place the opt-out link in the footer, make sure it can be easily found there. A good idea is to let them update their profile (email address, name, and other personal information they gave you while subscribing) themselves in case they change the email address, or want to transfer the subscription to someone else. You can provide them with one link and call it "Modify your subscription", or "Manage your subscription" or the like. By clicking on that link the subscriber will have a choice to unsubscribe or update their profile with you. If you receive unsubscribe requests via email, you can automate their processing with our G-Lock Email Processor software. G-Lock Email Processor will extract the user's email address from the unsubscribe message and save it to a file, or remove the user directly from your contact database.
- Incentive to stay on your list. In addition to providing them with the content they subscribed for (download, PDF, e-book or whatever you offer), give them an incentive to crave for your future emails. You may tell them about a subscriber-only offer that you will include in one of your follow-ups, or drop a hint about what they will receive in your next email to keep them intrigued.
- "Forward to a friend" link. Many subscribers would be willing to tell their friends and colleagues about your company and products. Push them to do it now by adding a "forward to a friend" link. When they have that link in front of their eyes, they are not likely to put it off for the time being.