We’re forever taught in life that you should make a good first impression. E-marketing is no different. The first email you send to someone is likely to set the tone for your relationship with them. Unfortunately, it is all to easy to take the wrong approach and miss a brilliant opportunity to lay the foundations of a profitable relationship with your customer base.

A welcome email is the automated response a person receives after signing up to an email newsletter. A common oversight amongst businesses is knowing it exists at all; some e-marketing providers include welcome emails as standard with stock content, thus not providing any relevance to the company in question and, unbeknownst to your marketing department, offering a considerably cold response to someone who has just passed you their email address.

So, firstly, dig out that stock response and make it your own. It’s important you not only set the tone for future correspondence but that you also reassure them they’ve made the right decision in signing up. A bland, text-only email won’t exactly get them excited!

As for the content of the email, there are a few golden rules worth following:

  • Remind them why they signed up. Tell them what to expect in future mailings and, if applicable, point them in the direction of the discount or special offer they receive for signing up.
  • Ensure they know they’re in good hands by reassuring them their data is safe and will not be passed on. There’s also no harm in telling them how many others have joined – it’ll help make them feel part of a community and demonstrates you’re worth listening to.
  • The welcome email is a great opportunity to avoid their spam filter in future. Ask them to ‘whitelist’ your email address or add it to their safe sender list.
  • Include links to your social media profiles. If you can get them excited enough about the future of your email communication, they’ll naturally want to follow you elsewhere. The mini Facebook and Twitter (to name but two) icons you see on virtually every website will look just as attractive and clickable on your welcome email.

The best piece of advice we can offer is to make your welcome email memorable. Remember, you’re not just introducing your company – you’re introducing future emails you’ll be sending. Start off with the best of the lot and you’ll be sure to have a captive audience from that point onwards.


Mark is one of mailingmanager's email experts. His contributions to this blog openly share the tricks, tips and best practices he's learned while running multiple e-marketing campaigns.

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