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Getting the Most from Your Welcome Message

By Ross Kramer, CEO of Listrak
January 29, 2007

A customer just walked through your door and wants to begin a long-term relationship with your company. What's your response? Do you stoically confirm that a relationship has begun, or do you warmly greet your new customer, explaining more about what you offer and thanking them for their contact?

Your email list or newsletter welcome letter sent immediately after a new opt-in works in the same manner. Because it's your first communication with your prospective customer, it's part of their first impression of your business. Your welcome letter reflects your brand, your culture and your values.

But far too many are simply a cold transaction confirmation of their request. Why is that? Most marketers treat their welcome message as an after-thought to their complete campaign preparation. They use pre-formulated messages put in place by email delivery services or ISPs. But welcome messages are possibly the most opened and read communication of your entire campaign. Delivery timing alone dramatically increases the performance and impact of your message because your recipient is fully engaged in what you have to say and at his or her computer when it arrives. So this is a prime opportunity to promote your products or services.

What does your welcome message say about your organization? How does it make the recipient feel? Start using this opportunity to capitalize on their interest, launching an engaging conversation with him or her for several days, weeks or months.