The first email you send to someone who wants to subscribe to your newsletter is exactly like a first date. So before you go about crafting your welcome email consider this…..
Would you on a first date or e-date say -
First date: I know we just met and this might seem a little sudden, but could you lend me €500?
First e-date: Please click here to purchase our latest gizmo.
First date: I don’t see my ex that much… thanks to the restraining order.
First e-date: I’m delighted you opened my email as I rarely get into peoples inboxes because I am on numerous global internet service providers’ blacklists.
First date: I used to have a real bad bedwetting problem, but the last couple of weeks I seem to have got it under control.
First e-date: Thank you for subscribing we will be selling your email address to third parties.
While I maybe over exaggerating slightly the vast majority of email marketers do not even send a welcome email to subscribers. This is a missed opportunity. The welcome email is the most important email you will ever send.
If someone subscribes to your e-newsletter it means that they have volunteered to receive information from you and are very receptive to reading what you have to say. You are pushing against an open door when it comes to selling them your goods or services. Don’t blow it on the first date!
Set the tone, create the right impression of your business and start building a relationship with the subscriber. Use personalization and avoid plain text.
When you welcome new subscribers don’t send an overly promotional message but don’t miss the opportunity to promote your organisation’s brand and offerings. Remember by signing up to your email list, new subscribers are sending you a strong “buy” or “I’m interested” signal indicating they’re currently open to doing business with your organisation.
Finally, strike when the iron is hot! The welcome email should be sent automatically not the next day or a week later. For many organisations the welcome email is a missed opportunity. Turn their missed opportunity into your competitive advantage.
Have a great day,
Ultan Bannon 15th October, 2009
