If someone says hello, do you say it back? Here’s a quick guide on how to send effective welcome emails when someone registers or signs up…
I recently went shopping for a present for my wife. It was a process which involved going into quite a number of women’s clothes stores. Out of the nine I visited six ignored me completely, two said hello and one only said goodbye when I was on the way out. The two that greeted me then asked if I needed any help, so I told them what I was looking for and they were able to show me some options. In the other seven stores I wandered around, looking at what they had to offer, but gave up pretty quickly and left.
This has been similar to my recent experience with signing up to emails at various organisations. I’ve come to expect that any company I give my email address to should send me a timely and friendly welcome, or at least a thanks. It doesn’t necessarily need to offer me anything for free or any special offers, it just needs to make me feel like they appreciate me allowing them into my inbox. It’s just a nice thing to do with someone who you want to start a relationship with - it happens in real life, so why not online? I’m guessing I’m not alone in this those who have been sending welcome emails have seen great results. So here are a few tips so that you can start sending effective welcome emails:
Make sure they represent your organisation
This email might be the first piece of communication they’ve received from you so make sure it represents what you’re about. This includes the language and the visuals - ideally if your email leads them to your website make sure the two look similar. Use similar colours and positions of logos to help this.
Set their expectations
Sometimes it’s not always clear to people when they sign-up how often you are going to email them. Will it be monthly, weekly, or even daily? This is a great opportunity to do that, and by telling them this there will be no surprises.
Let them easily unsubscribe
If someone has signed up without realising, or accidentally ticked the ‘email me’ box, don’t make it hard for them to unsubscribe. The worst thing they can do is click the ‘this is spam’ button, so give them an obvious way out. This will also help give you a better quality email list.
Ask to be added to their safe-sender list
Being in someone’s address book will help with delivery, and it also often means that they will see your beautifully crafted email design without having to click the ‘view images’ button.
You might also want to think about welcome programmes. This is where you automate a series of emails to be sent over the first few weeks or months after someone signs up. This might be something different each week to tell them about a different aspect of your organisation.