• by Jordan Ayan , June 11, 2008

Over the past couple of weeks data from two studies have been released, revealing an opportunity many email marketers are missing. The first was a study of the message sign-up processes by ReturnPath; the second, an industry survey that our company conducted in conjunction with the Email Experience Council, Both show that even marketers who developed creative, relevant content, great subject lines and effective segmentation strategies, neglect one of the most basic yet potent email opportunities: the simple welcome message.

The Return Path study looked at messages from leading brands after customers signed up to participate in a program, and found that 60% of brands actually failed to send welcome messages (and only 33% of those sent one within 24 hours of the sign-up.) Our study surveyed email marketers, 40% of whom readily admitted to not sending a welcome message when a new subscriber signed up for their email program.

The welcome message is possibly the single greatest marketing moments you will have, so it is amazing how many marketers fail to take advantage of it. Customers have raised their electronic hands, indicating their interest in forming a relationship with your organization. It is a moment of ultimate receptivity to your message.

When companies do send out welcome messages, they are often appallingly bad. They are a simple text message, stating in essence "Thanks for signing up for our email. You will be hearing from us."

So what makes for a great welcome message?

To start, html is a standard. Your welcome email should be a well-designed html message sent out in multi-part mime so that it will display properly in text or html. It should also be optimized so that if a recipient's images are "off," it will be legible, understandable and eye-appealing.

It should thank the recipient for providing the required information. It should also reinforce the value of your emails, reminding them what to expect in terms of frequency and any other information that reinforces relevancy to the recipient.

It should include the information recipients need to add you to their white or "favorites" list, including the "from" address for your message.

It should reinforce the value you place on the relationship and reinforce your privacy commitment, including a link to your privacy statement. If you don't plan to share their email address - restate that fact clearly.

A little something special. The subscriber has expressed a high-level of interest, so this is the time to offer something extra as a thank-you: a coupon, a percentage off, free shipping, a bonus download of a white paper or a free webinar. Just let subscribers know that you appreciate the fact that they supplied their email address, and the trust they are placing in you by signing up for your message. You can test offers to see which ones are most effective.

If you use a double opt-in process, you have an opportunity to double-dip. The initial confirmation message can include a promotional message. This should be muted from whatever you would send in your welcome message once they confirm.

A final point on the issue of timeliness. A welcome message should appear in the subscriber's inbox within minutes of when they sign up. Wait too long, and recipients may forget who you are or why they subscribed.

Life presents marketers with few chances to get in front of their customers the way that the welcome message does. Don't let this golden moment pass you by.