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Website Magazine Hot Tip: Send a Welcome E-mail

Posted on 10.24.2010

These days, consumers are bombarded with requests to sign up for e-mail newsletters; handing over their e-mail addresses and risking future annoyances. Want to test out our new product? Enter your e-mail address. Want to leave a comment on a blog? Enter your e-mail address. So, it's important for consumers to know that they made the right decision when signing up for your website or newsletter. That means sending a "welcome" e-mail.

There are added benefits, for website owners. Research from Experian Marketing Services indicates that welcome e-mails have transaction rates nine times higher than bulk e-mails. Welcome e-mails also generate four times the open rates as bulk mailings, and five times the click rates, according to Experian.

Not only is a welcome e-mail an excellent way to reassure consumers, establish trust and lay the foundation for relationships but, apparently, also to increase clicks and facilitate purchases. So, the next time someone signs up for your site or services, send a welcome e-mail. And, consider some the below elements to include:

  • A "safety" message. Your information is safe with us, we will not spam, sell your information, etc.

  • An offer. We're so glad you signed up - here's a little something for you in return. This might be a percentage off a first purchase, free or discounted shipping, etc.

  • Social links. Here are some other ways you can connect with us. (Experian's study showed 6% higher click rates in welcome e-mails with social links than those without.)

  • Open communication. Please feel welcome to share your feedback, offer suggestions or reach out for anything you might need. (Provide an e-mail address and, again, direct them to your social media channels.)
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