Setting the Right Tone
How will you speak to your new prospect? Will your welcome message reflect formality, or will it casually greet each new subscriber? The voice you use in your company’s first communication depends primarily on your organization and business direction.
Business-to-business firms should focus on long-term relationship development, opting for a more formal business communication style. This means you should include traditional return address information at the top of your message, along with complete sales representative contact details. Format your welcome message like a business or sales letter, demonstrating your success with links to press clips, case studies and current news. As with all correspondence, consider your recipient’s needs and objectives, making them feel appreciated and involved.
If you work directly with customers, or are a B2C company, your welcome message can take a different approach, focusing primarily on customer response. Use this opportunity to upsell or cross-sell to customers who sign-up after purchasing a product. Send information on warranties, maintenance plans and other similar products of interest. If your subscriber didn’t make a purchase, send a coupon or discount code they could use on their next purchase, along with links and product descriptions matching their browsing history. Your web analytics vendor can help you harvest this information. In short, understand their goals and let them know how you can help them reach this end. In all cases, your message should be easy-to-read or scan. Eliminate any redundancy in your words, ensuring a direct and cohesive message.
Conclusion
Welcome messages provide an ideal opportunity to express your marketing message to a highly captive audience. While many businesses confirm new subscriptions with canned, ISP-provided responses, wise marketers use this important message to push sales, suggest upsell and cross-selling options. Today’s advanced email marketing technology, like that offered by Listrak, can help businesses and organizations with this process, automating message personalization, broadening design capabilities and helping you tailor messages to each specific user’s preferences. Contact us to learn more.
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