Aug 03 2010
Make a Great First Impression
As the marketing geniuses behind Head and Shoulders shampoo once said, “You never get a second chance to make a first impression.” First impressions can make or break a friendship, a job interview, or a business relationship. This is especially true when someone opts in to your email marketing program.
Be sure to make new subscribers feel welcome by sending an appropriate and timely welcome message (and maybe an offer) to them. Or better yet, design an entire welcome series of emails. A welcome series is a string of welcome emails that not only says hello to the new subscriber but also can provide them more information about your brand and what you offer.
Regardless of whether you create one welcome message or a whole welcome series for your customers, be sure to take these 10 best practices into account:
- Thank customers for providing their contact information
- Send the welcome email as quickly as possible
- Confirm source of acquisition (kiosk, POS/store, eCommerce, email sign up, etc.)
- Test the inclusion of an offer or coupon in the welcome email
- Accurately and creatively introduce your brand identity
- Set expectations as to the types of emails your new subscribers will receive and how often they will receive them
- Provide a link to “My Account” or “My Preferences”
- Provide a link to white listing instructions in the email
- Provide links to a store locator when appropriate
- Test the inclusion of lifestyle or product imagery in the email
Below are four examples of welcome emails that treat the welcome process slightly differently:
- One simply welcomes the subscriber and introduces the brand.
- Another offers free shipping and asks for the subscriber’s gender.
- A third features an in-store/online offer.
- The fourth includes an offer and previews emails you might expect to receive.
Subject Line: Welcome to Eddie Bauer Email.
Sender: Eddie Bauer
Subject Line: A Gift to Welcome You to Bluefly
Sender: Bluefly
Subject Line: Here’s a Welcome Gift for you!
Sender: Hanna Andersson
Subject Line: Welcome to Frederick’s Newsletter
Sender: Frederick’s of Hollywood
