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Denise Keller

Permission Based Email Marketing: The Magic of the Welcome Email

May 02 2011, 12:12 PM by

The welcome email you send immediately after signup represents one of the most important interactions you will have with the new subscriber. This message should serve as much more than a mere introduction. It should be a point of engagement that sets the tone for the entire relationship. Here are some simple ways to create a welcome email that gets the job done:
Make It Personal
Your welcome email has the power to set the tone moving forward, and the tone you take in this message is key. Since this is essentially the beginning of the relationship, greeting the subscriber with a personal tone is usually the best option. When you welcome subscribers into the email relationship, you want to make it feel like they are becoming a part of something special, something exclusive. More than just another mailing list. Even when your welcome email is sent via an autoresponder, you want it to be as personal and conversational as possible. The first impression is everything so make this one count.
Review the Benefits
What drove subscribers to sign up to your mailing list? Was it the promise of cost savings? Valuable information that will help them improve their business? Money making tips? Whatever it is, it would be a good idea to reiterate the benefits of signing up in your welcome email. Your subscribers have a lot on their plates and chances are you are just one of several marketers they have to deal with. When you review the benefits you make it much easier for newcomers to remember who you are. More importantly, you give them a reason to look out for subsequent mailings.
Include an Offer
Including an offer in your welcome email may seem like a bad idea at first, but it is actually quite the contrary. In fact, when done right, it is a great way to build on the exclusivity you created with your personal, friendly tone and instantly make the subscriber feel even more special. Of course you don't want to go overboard and be too aggressive, but if you can get a sale right off the bat, then why not go for the homerun? If this is the route you take, don't forget to include a crystal clear call to action and most of all, make sure that your offer is relevant and useful. Ensuring that your initial offer has real value is something that can't be stressed enough.
When in Doubt, Test
Never underestimate the importance of your welcome email. What some marketers blow off as an afterthought could determine whether a new subscriber continues to give you their attention. Still not sure how to approach this critical message? Do some good ol' A/B split testing to find out what might work best. When it comes to getting it right with your email marketing, testing is never a bad idea.

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