Any long-term relationship starts with a good first impression. Like our real-life relationships with spouses and significant others - business relationships with customers need to be nurtured.
Your welcome letter is the first impression you make on a customer. How you handle it sets the stage for your relationship and how well your future email communications will be received. Keep in mind, when a potential customer or client signs up for your email list on your website, you have one golden opportunity to welcome them to your brand, your community, and your content - before your communications begin to arrive in their inbox.
Warm Up Subscribers with a Personal Welcome Letter
When people sign up for your mailing list from your website, they're showing their willingness to invest in a relationship with you. But you haven't had the opportunity to look them in the eyes, tell them what you're all about, and convince them to do business with you. So you need to make the most of your business's first interaction with them.
Your response to their sharing their email address should be a customized welcome letter that thanks subscribers for joining your community, states your privacy policy, and tells readers how to unsubscribe and change their personal information. You might even want to customize your welcome letter with your logo, website colors and fonts, and messaging that distinguishes your brand.
Customizing your welcome letter introduces subscribers to your content before your newsletters and promotions are delivered to their inboxes. It creates an expectation for what they can look forward to receiving from you. It also lets you share your enthusiasm for your business and your gratitude to have them join your community. Your welcome letter can include ...
- how frequently you send out your newsletter (e.g., the first of every month)
- what types of communications subscribers can expect to receive (e.g., "our newsletter full of useful tips and information, announcements about products and services, VIP coupons for valuable savings")
- a link to your newsletter archive ("For a look at previous issues ...")
- a "thank you for signing up" coupon to use for their first purchase
- a free bonus report
Sending a personalized welcome letter is like calling someone you'd like to know better back after they've taken the leap of faith to give you their phone number. Don't leave your new subscribers hanging. Show them what it means to be in a relationship with your business from the very first connection.
Sidebar:
Did You Know...?
The Welcome Letter is the most opened email you will send. Put some thought into what you want to say about yourself, your business, and your content.
Welcome Email Letter
Under Edit Your Contact Emails, click Welcome Email. The Edit Your Welcome Email page shows the standard template letter, which you can customize with your logo and colors and fonts that match your website. Use the links on the left to personalize your Introduction, Letter Body, Closing, Email Signature, and to add a Coupon.
Article Author: Eric Groves, Constant Contact Senior Vice President, Global Market Development
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