You never get a second chance to make a first impression is an old, but accurate, cliché.  First impressions can make or break a friendship, a job interview, or a business relationship.  This is especially true when someone opts in to your email marketing program. Be sure you make these new subscribers feel welcome. Send an appropriate and timely welcome (and maybe an offer) to newbie’s to your list.  Be sure the first email a new subscriber receives from you makes a great first impression. This is why you need a fabulous Welcome email.

Better yet, design a Welcome Series. A Welcome Series is a string of welcome emails that not only says hello to the new subscriber but also can provide them more information about your brand and what you offer.

Regardless if you create one Welcome or a Welcome Series be sure you follow these Welcome Best Practices.

10 Welcome Email Best Practices

1. Thank customers for providing their contact information
2. Send the welcome email as close to acquisition as possible
3. Confirm source of acquisition (kiosk, POS/store, ecommerce, email sign up, etc.)
4. Test the inclusion of an offer or coupon in the welcome email
5. Highlight your brand
6. Set expectations as to the types of emails your new subscribers will receive and how often
7. Provide a link to “My Account” or “My Preferences”
8. Provide a link to white listing instructions in the email
9. Provide links to a store locator when appropriate
10. Test inclusion of lifestyle or product imagery in your welcomes

Subscribers have come to expect Welcome emails.  Some welcomes are sent directly after email sign up. Others take a few days or more. The timing of the welcome is not as important as the welcome message. It is also good email marketing etiquette to send a Welcome before sending any other marketing email.  The best part of a welcome is that these can be extremely high performing and lucrative emails!

Below are four examples of Email Welcomes.  They are similar in that they are welcoming the new subscriber, but they are different in the message they are sending.

-One simply welcomes the subscriber and introduces the brand.
-Another offers free shipping and ask the subscribers gender.
-A third is cute and has an offer.
-The forth welcome not only has an offer, but gives a preview of emails you might expect to receive.

Subject Line: Welcome to Eddie Bauer Email.
Sender: Eddie Bauer

Subject Line: A Gift to Welcome You to Bluefly
Sender: Bluefly

Subject Line: Here’s a Welcome Gift for you!
Sender: Hanna Andersson

Subject Line: Welcome to Frederick’s Newsletter
Sender: Frederick’s of Hollywood