Welcome-to-our-list e-mails are key to subscriber engagement, yet some marketers either don't send them or don't take care to make them effective. With two to six times the open rate of other e-mails, that first welcome is a once-in-a-digital-relationship opportunity, so get it right! Courtesy of a recent article in Target Marketing magazine by Cyndie Shaffstall, here are some tips for improving welcome e-mails. Start by using a short subject line that reminds the recipient of the new relationship ("Welcome" is one obvious word choice). A simple text e-mail is more likely to dodge spam filters, while interactive html encourages engagement. But why choose? You can send a text and follow with an html. As far as content, write clear and direct copy, repeat the WIIFM message that inspired subscriber opt-in, and personalize as much as possible. Send that welcome message immediately before they forget they opted in; an auto-response makes it easy. Set expectations on frequency, format and content -- and deliver as promised. Increase engagement and retention with a reward (any gift promised or a surprise offer) and make it easy to redeem rewards. Boost social sharing with incentives, too. Remind new subscribers to save/archive the message if it contains important account data. Of course, you can then use A/B testing to craft the best possible "thanks for subscribing" e-mail. For more detail and examples, read the article at http://www.targetmarketingmag.com/blog/thanks-subscribing-10-tips-great-welcome-emails#
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