When someone subscribes to your email campaign for the first time, it's always a good idea to let them know what they can expect before dropping them in to the regular cycle of newsletters.
Whilst most companies confirm your email subscription, most of the time these emails are a simple sentence stating "Thanks for subscribing" and leave it at that.
It is key to let your new subscribers know exactly what they've signed up for, what to expect, what not to expect and remind them of your brand values.
- First impressions count - Remember this is most likely the first email they'll have ever received from you. Remind your new subscriber what you're about and briefly explain what they can expect from your emails.
- Timing is of the essence - You'll be surprised how quick people forget about subscribing, so ensure that the welcome email follows as soon after the subscription as possible.
- Verify - Get them to confirm their email address by clicking on a verification link (known as "double opt-in"), to ensure you keep dud emails out of your database.
- Control - Detail information about what they've subscribed to, how often they'll be emailed and what they'll be emailed about. This is a good opportunity to allow them to change their email preferences based on topic and frequency.
- Data capture - You don't want to put them off signing up in the first place by asking for too much information, name and email is often always sufficient. Why not suggest to update their profile and add more information about them, so they can get more relevant emails and better offers. Sell the benefits.
- Reward - Why not offer them a small discount off their next order? A great chance to encourage first/repeat purchases.
- Get comfortable - Concentrate on selling the relationship first. You've got time to sell your product and you don't want to risk losing them off your list just to make a quick sale.
- Take your time - Don't rush to try and solve everything in the first email, get across the basics about your brand and your email campaign, then maybe follow up a week later with a suggestion to update their profile or an incentive etc. You don't want to give your new subscriber an information overload and them missing the important information in your newsletter.