Email Marketing - 8 Must Have Elements in Your Subscriber Welcome

Wednesday, August 07, 2013
by  Karen Cioffi

Most writers, marketers, and businesses know the importance of email marketing. Getting subscribers for the ‘golden’ mailing list is at the core of doing business online.

Realizing this, you do the work and take the time to create an effective newsletter or information email campaign. You offer an irresistible ‘ethical bribe’ for subscribing and it’s working. Visitors to your website are saying YES to your call-to-action.

But, once the visitor/reader says YES to your call-to-action by filling out your opt-in, is your welcome effective? Meaning, does it provide additional marketing techniques to further your authority and sales.

If you’re like a number of email marketers, you realize the importance of getting that email address, but don’t realize the importance of using the welcome message as another marketing tool.

Keep in mind, it’s not the list that’s important, it’s the potential customers the list represents.

Having an effective welcome message is the first step in converting subscribers into customers.

8 Elements to an Effective Subscriber Email Welcome Message

1. The first step is to make sure your email campaign service provider offers a welcome message. If you’re not sure whether there is one, contact the provider’s customer support to find out.

2. Assuming they do, you’ll need to tweak the welcome content for effectiveness. You want to personalize the welcome message.

3. Check the timeliness of the subscriber’s receipt of the welcome message - the sooner the better. Again, if you’re not sure about this, get in touch with customer service.

People lose interest in things at record speed now. If your welcome message isn’t sent quickly, they may forget what motivated them to subscribe and then unsubscribe when it finally comes.

4. Let your new subscriber know that you appreciate having him on your list and being a part of your ‘family.’

5. If you offer a freebie for subscribing to your list (which you should), make sure you provide the link to its download in the welcome message, if it’s not immediately downloadable. This is an absolute must. Your welcome message and gift is the beginning of a hopefully long-term relationship, it’s essential to start it with trust and reliability.

6. Let him know what to expect as a subscriber. If you offer free workshops or webinars, let the subscriber know that he should open your emails to find out about them.

Just because someone said YES and subscribed to your list, it doesn’t mean she’ll actually open your emails when they arrive in her inbox.

7. You might also use ‘soft sales’ techniques for a special offer in the welcome message. Online/Digital marketing Ryan Deiss says, “the welcome mail is the first and best opportunity to get them [the subscribers] to discover the value of your product or service.”

8. Let the subscriber know where to find you. You’ll want to include your email address, your website urls, and your social network links. And, if you have an effective ‘tag,’ be sure to include that also.

Keep in mind that the opt-in is just the beginning. It’s like the ‘hello’ at a gathering. It will take a conversation and interest to move that ‘hello’ into a relationship. Your welcome message is the initial conversation.


Karen Cioffi 's latest course, CREATE AND BUILD YOUR AUTHOR-WRITER ONLINE PLATFORM: Website Creation to Beyond Book/Product Sales  starts Monday, September 2, 2013. Special pricing for this class. Limit: 10 students. Early registration is recommended.


Marcia Peterson said...

Great tips for creating the best welcome message for subscribers! I sometimes opt-in to receive a good freebie and I notice when it's handled well.

Margo Dill said...

Karen, these are great ideas. I have a question: What are some things you can offer as a freebie for subscribers besides an e-book if you are a children's author? Any ideas? :)

Angela Mackintosh said...

Oooh, Margo, your question makes me think! I'm wondering, too. Karen, I'd love to hear your answers and I hope you don't mind if I brainstorm...

Maybe you can offer a discount coupon for something you sell--like merchandise or services such as editing or teaching, etc). I guess that's not entirely free, but people might be signing up for your newsletter because they are interested in the services you provide, and then it would be useful.

Artwork of some sort? Something you can pin on Pinterest or print out and put on your wall as inspiration for writers?

A video, webinar, or audio recording on a topic of interest to your subscribers.

One thing you should think about is who your audience is first. Are they writers? Readers/book lovers? Children's book authors? Friends supporting you? That should help you figure out what kind of gift they would appreciate.

This is a great post, Karen. I need to revisit WOW's welcome message and see how outdated it is! =/

Karen Cioffi said...

My apologies ladies for getting here late! I've been cleaning out and packing all month - moving Saturday - and overdid it.

I keep forgetting I'm not Superwoman. :)

Karen Cioffi said...

MP, I'm so glad you found the post helpful. LOL I note sites, but more so those who don't handle the download well. Thanks for stopping by!

Karen Cioffi said...

Margo, Angela has some great ideas. It really does depend on who your audience/target market is.

If you offer services, along with your books, offering a free consultation or other service is an excellent freebie.

If you don't offer services then you might have a downloadable coloring book created, or create one yourself from illustrations in your book.

You might also have a book theme related coloring book or posters as a freebie.

You might also offer an audio of you reading an excerpt of the book. Having the author read can be a desired freebie.

It also depends on the age group you're focusing on.

You can also test different freebies and see which works best for your audience.

Thanks for stopping by!

Karen Cioffi said...

Angela, you hit on some great ideas for freebies. I gave Margo a couple more.

As you mentioned, it does depend on your audience and what's feasible to offer.

I'm so glad you found the article helpful!

Thanks for covering for me. :)

And, again, I'm sorry I got here late.

Unknown said...

Hi Karen, great tips!
The above tips could be very helpful for increasing your subscriber base. A pleasant welcome content helps to attract customers. Thus it gives you a chance to increase your customer base and help to grow your business.

Cheap Software Garuda for Email Marketing

Karen Cioffi said...

Laura, it's so true that your landing page content will attract YESES or cause the visitor to hit the delete button.

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