What Kind of Impression Are You Making?
According to Michelle Sterling of Global Image Group, we make an evaluation about a person within three seconds of meeting him or her. No wonder first impressions are so important!
The equivalent of "meeting" a new e-mail subscriber is the initial communication, or "welcome letter," you send once a person signs up for your newsletter. This first message, by the way, is typically the one that gets the highest open rate of any future message you will send!
Let's take a closer look at how you might use the "welcome letter" feature of the e-mail marketing system (eMS) to make a great impression on those who join your list. And if you have any related suggestions you'd like us to share, please let me know.
A "welcome letter" is an automated message you can create in eMS and set to send immediately when a subscriber joins your list, or on the following day. (This feature comes standard with all of our e-mail marketing subscription plans.)
How to use a welcome letter to your advantage
Consider using your first message to a new subscriber to set expectations, drive sales, increase traffic to your website or gather more demographics. Here are some specific ideas:
- Thank new subscribers for their interest in your newsletter.
- Inform them when and how often they can expect to receive updates and information from your organization.
- Tell your subscribers what kind of content they can expect from your newsletter. Will you be sending important updates, exclusive offers, or a calendar of events? What are you sending that is of value to them?
- Include a link to an online survey to gather feedback about your organization, or collect further demographics.
- Educate your subscribers on the service(s) you offer.
- Suggest they tell friends and co-workers how to sign up, too, by providing a sign-up link (a standard eMS feature).
- Explain how subscribers can update their e-mail preferences or unsubscribe at any time at the bottom of each message they receive from you.
Some sample welcome letters
Here are a few samples of what some of our clients are doing with their welcome messages:
- Cooperating School Districts
- Mary Engelbreit Studios, Inc.
- Notre Dame Club of St. Louis
- Ritenour School District
How to set up your welcome letter in eMS
Once you decide what you would like to say, you're ready to begin building your welcome letter. Learn how here >>
Okay, I've said enough. I'd like to know what you think! Send your feedback and suggestions to me at goodthinking@kateycharles.com.
