That first email to those who have just signed up to your email marketing list will probably have the highest open rate of any you send. It is your first interface with your new customers. This welcome email has a number of functions. You will want to:
1/ get them used to the From Address
You won’t want them deleting the email because they don’t know who sent it. Ask them to include it in their address book. Every diversion to a spam folder costs.
2/ reassure them
They have started a relationship and will be a little nervous. Be bright, thank them and tell them what to expect in the future.
3/ reward them with their free gift
Make is easy to collect their e-book or whatever. Don’t make them go through a series of landing pages. If you offered them a free gift, deliver it promptly.
4/ show them how easy it is to unsubscribe
Point out the unsubscribe button at the end of the message. Tell them it will be included on every marketing email they receive from you.
5/ be personal
Say hello. Name a couple of people they might be dealing with and identify the boss.
6/ reinforce the benefits of subscribing
Tell them they have made a great decision and that they can expect reduction of n%, and maybe more.
7/ reassure them
You can’t do this too often. Mention you go beyond the bare minimum of legal requirements.
8/ introduce your range of products
Don’t try the hard sell but mention your award-winning range of epicyclic trunions, in sizes and colours to suit everyone. Show you are proud of them.
9/ give your corporate beliefs
Highlight your green credentials and mention the charities you support.
10/ learn about them
Have some click throughs which will indicate their preferences. Waste not.
11/ fulfil their expectations
They will want to be excited by their new partnership. Make sure you show them you are as well.
That’s a lot to include in one email, and probably too much. Therefore, consider sending more than one welcome email. Let them know the date of the follow-up and that it’ll to, such as, how to get the best out of your products.