http://vitormagalhaes.com/wp-content/uploads/2008/04/welcome.gif Those who know me closely, easily recognize the importance that the word “welcome” has in my universe. Usually because it is a kind of paladin (habit shared with a old friend ) the difference between the first name “Blessed” (in the female, “Blessed”) and the adjective “welcome” that I stubbornly try to correct. But the adjective “welcome” represents much more in my universe. It represents the importance of a simple act often forgotten: the good to receive.
As in almost everything we do in life, we easily complicate what is simple. In our marketing strategies by complicating, we lose basic opportunities.
Welcome emails represent one of these simple opportunities to involve potential customers, usually forgotten or underestimated. They represent a unique opportunity to “welcome”.
As important as the creation of an email marketing campaign or simple Newsletter is, when we underestimate the simple act of “welcome”, we can easily miss an excellent opportunity to increase the level of interaction with customers or potential customers.
Welcome messages should be the first step used to amplify the initial engagement created when you somehow access our services. Usually we just send a simple welcome message or a confirmation. There is so much more to be done in a welcome message that the opportunity cannot be wasted!
- *Some basic advice on how to create an efficient welcome message:
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- Don't be afraid to send HTML messages.* A welcome message should anticipate what future messages will be, making the user know what to expect from then on;
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- Give the user a sample of the type of content you will receive from there.* If you already have a periodic Newsletter, put an article in the welcome message of a previous edition to show the benefit of the information you will receive from you (okay, the content has to be good!);
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- Start by asking them to add it to the contact list.* Welcome messages offer a unique opportunity for an interested user to add you to your contact list (address book), as they have just become involved with you. This prevents your emails/newsletters from being considered in the future Spam;
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- Thank the user for having signed it.* You just did him a favor by requesting a service or campaign — remember that and tell him how much you appreciate trust in yourself and future business. Today we all receive “too much” email, so you should show the user that it is special and is a vital part of your business;
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- Provide a simple way to unsubscribe.* By giving an example of what future messages are going to be, you may realize that this is not what you would expect. Might as well let him go now than let him mark his messages as Spam;
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**Give incentives. ** If you want the user to subscribe or buy any additional service already, offer you a discount on the first purchase with a promotional code in the welcome message. If the user is already in contact with you it is because he is already interested in what you have to offer him. By giving a small incentive it may be significantly decreasing the sales cycle.
Never forget that marketing actions are like life. If we can get someone involved, even for a short time, we need to make the most of it. Do not miss opportunities to reach a potential customer and explain its value whenever you can.