We focus a lot of energy on developing regularly scheduled email communications how to write copy to wow (and woo), how to segment a house file in order to find the cream of the crop among your customers, and how to optimize design, testing strategies, and more.
Nothing wrong with that. But, after receiving a recent inquiry from a reader, I realized that since these communications are designed to build those all-important relationships with our customers over time, we may have neglected a very critical contact point that we have with our customers, prospects, and subscribers. That is the very first message that we send to them, a.k.a. the “Welcome Letter.”
Most customer development models include a “welcome” strategy of some sort for greeting first-time subscribers, buyers, and prospects. If you send an email, what do you include to not only inform, but also keep people interested in and excited about the initial offer that they signed up for?
We’ve all received a warm and inviting “welcome” message by email at some point in our online lives. As marketers, we’ve probably received hundreds of them. But what makes up an exceptional introductory message? What necessary components do you include to truly make your new list members and customers feel, well, welcome?
Here are a few must-haves:
Common sense? Sure. Just remember that first impressions really do make a difference, especially at that precarious time when you and your new subscribers and customers are just becoming acquainted. So be sure to make that first encounter count: Welcome them with open arms and knock their socks off at “hello.”