By Mark Brodsky
The phrase “you never get a second chance to make a first impression” is true both in person and with email.
The first email you send to a new contact sets the tone for the rest of the conversation. If the email they receive to thank them for joining your list is a blank generic message generated by the system, it reflects poorly on you and your brand.
However, if the welcome email goes out with your branding and personalized content, it shows that you pay attention to details.
When people sign up for your mailing list from a link, whether it’s on your website or in your email signature, many programs send out an automated welcome email.
Before you post any links, take a few minutes to customize the first email:
– Change the colours and fonts to match your branding
– Add your name, photo or logo
– Update the copy in the email to reflect your business
– Tell them to make sure to add your email address to their list of “safe senders”
– Let them know what you’re sending and how often
– Mention that they can unsubscribe at any time
The newest member on your mailing list has now received the first piece of communication and it matches your brand and sets the tone for future emails.
People are going to sign up for your email from your website if there’s a strong call to action. They may click a link in your email signature or they may give you their business card and ask to be added to your list.
Regardless of how they found you, you need to set their expectations by letting them know what sort of emails you’ll be sending and how often, and then stick to your schedule.
Once people have received the welcome email, they’ll recognize your newsletter when it arrives in their in-box and they will be that much more inclined to pay attention.
Mark Brodsky runs Mark Brodsky Digital Communications, a company that specializes in email marketing and social media. In addition to email newsletters and targeted campaigns, MBDC co-ordinates the setup for major social networking sites and ensures that they’re co-ordinated, so one piece of content gets shared many ways. www.mbdigitalcommunications.com; Email [email protected]
