You only have one chance to make a first impression, so you had better make it great. This is the idea behind today’s writing. Once you have convinced a website visitor to sign up for your email list, you need to act fast to make them a long-term fan. Your email marketing welcome message is the first step forward in a hopefully long relationship. Well-designed welcome emails are opened four times as often and have five times the click through rate of their less designed counterparts. In addition, they bring in eight times as much income. Here are a few ways to make this important message as inviting as possible.
- Send it as quickly as possible. The email welcome message should arrive within a few hours (if not a few minutes). Make sure the customer gets the email before their urge to interact with your website has dissipated. This also will ensure that they get the welcome message before they forgot that they signed up in the first place and flag you as spam.
- Think of how it looks in the inbox. People will be seeing your emails in their inbox, and the way they look here will determine whether they bother to open them. The Contact name should be the name of your company, not something generic like ‘Contact Us’. Your email header should include a deal of some sort so that people are tempted to at least open the email. It’s okay to tease a little.
- Begin with a call to action. Few customers are going to make it all the way to the bottom of the page, so get to the point quickly. Offer a special deal or offer at the top of the page, complete with a call to action that compels customers to follow through. If you don’t want to sell product in your welcome email (which is completely understandable), then call your customers to become social networking fans or otherwise to interact with your business.
- Give value from the start. Your welcome email is the first chance that a visitor might have to interact with your brand outside of your website. Make sure you put your best foot forward by offering them a great deal and useful, well-written content.
- Offer options. Email subscribers should be able to interact with your ecommerce website in a variety of ways. In your welcome email, encourage them to join your social networking page, forward the email to a friend, sign up for text messages or whatever you have to offer. Give them a wide range of choices and let the customer decide.
- Get more information. This is a good place to link to a survey or an ‘update your profile’ page. You should try to get as much information as possible from your email subscribers.
- Test on a regular basis. Use A/B testing to see which methods and designs work best with your unique customer base. Sometimes the answers will surprise you!