• by Aaron Smith , July 7, 2009

The welcome email is one of the most important messages in any email program. Welcomes come at a time when subscribers are most receptive to receiving messages, generating outsize open and click-through rates. So why do so many email marketers pass up this once-in-a-business-relationship opportunity by delivering subpar welcome emails -- or worse yet, none at all?

Sometimes the technology limitations of an organization's infrastructure come into play. It also may be a result of organizational dynamics, where the group responsible for email marketing may not be in a position to change the underlying technology infrastructure used to send welcome messages. Often it's simply the result of the email team being over-tasked, unable to add yet another project to an already overflowing queue.

Let's take a look at some of the most common missed opportunities in welcome messages.

1. Sending the wrong impression. Aside from transactional purchase and confirmation messages, the welcome message is one of the most widely read emails in most programs, so be careful not to botch the opportunity by sending a welcome email that reflects poorly on your organization - for example, generic-looking emails that don't provide any brand impression. It still amazes me to see the occasional plain text welcome message from established brands.

It's one of your best opportunities to shine, so come out with both guns blazing. Use the opportunity to deliver a great looking message touting the benefits of your email program. If your email or ecommerce platform doesn't provide you with the opportunity to deliver a fully customizable HTML message, it's time to have a discussion with your vendor -- and/or start looking for a new provider.

2. Missed opportunity. While you don't want to send an overly promotional message when you welcome new subscribers into the fold, don't miss the opportunity to promote your organization's brand and offerings. By signing up to your email list, new recipients are sending you a strong "buy" signal indicating they're currently receptive to transacting with your organization. Which brings me to my next point...

3. Too little too late. Far too many email programs send out a welcome message too late. In the Retail Welcome Email Benchmark Study  published earlier this year, 23% of retailers tracked took longer than 24 hours to send out a welcome message after subscribers signed up.

The most common reason for this comes down to technology limitations or not wanting to reinvest time and effort into changing a system that was probably complicated to set up in the first place. But when compared to the lost revenue and good will each additional day the welcome message isn't sent out, the one-time costs are nominal.

4. Not sending a welcome at all. Today there's just no excuse for not sending a welcome message. It's 2009, and the Internet revolution has been going strong for 15+ years now.

The knowledge that welcome messages are one of the best opportunities to set tone, create a stellar brand impression and drive revenue should be enough impetus to recruit other stakeholders and decision-makers in overcoming any obstacles to creating a best-in-class welcome message.