Last Updated: Aug 27, 2018
The welcome message you send to subscribers after they sign up for your mailing list is the first email they receive from you. Is it making the right first impression?
As a small business, you know how important a first impression can be. Whether it’s the first time someone walks into your store, the first time someone calls your office, or the first time someone looks up your business online—you work hard to make sure customers walk away thinking positively about your brand.
The same holds true for the emails your business sends. Each time a customer opens an email from your organization, they are actually having an experience that can impact the way they think of your business. That’s why it always surprises me that many businesses pay little attention to their welcome email.
Welcome emails are automated and most email services provide stock content to use, so many businesses never give them a second thought. That’s a huge problem—especially considering open rates for welcome emails are much higher than typical email correspondence. That’s a lot of people being served a less than optimal first impression. Even worse, that’s a lot of people setting low expectations for the emails they’re going to receive from your organization in the future.
There are easy things you can do to ensure that your welcome letter sends the right message:
Personalizing your welcome email won’t only improve the first impression you’re able to make on your readers, it will also help set you apart from your competition. While most businesses are sending welcome emails with static and un-engaging messaging, you’ll be providing an experience that will shape the way customers and potential customers think of your brand.
Editor’s note: Not using email marketing yet? Or not happy with your provider? BusinessknowHow.com uses and recommends Constant Contact. Try it free today.
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Ellen Williams, Constant Contact Regional Development Director, New York and Southern Connecticut
Ellen has over 20 years of technology and marketing experience and has presented to over 4,000 small businesses, nonprofits, and associations. Her advice on best practices help organizations understand how to build great customer relationships that inevitable grow their businesses.