Welcome emails are a chance to best way to make a good first impression and also an email deliverability best practice we strongly encourage. But these seemingly harmless automated messages can work against you if you’re not careful in using them, even as a best practice.
Remember, a welcome email can help email deliverability by being anticipated, opened and possibly even acted upon. That shows the ISPs engagement, an increasingly important factor in measuring the validity of your email marketing messages.
You only get the deliverability benefits when welcomes are well done, however. Below are three mistakes to avoid to ensure your welcome email is in fact welcome…and working for your email deliverability, not against it.
Bad timing: Be sure your welcome email is triggered immediately (unless testing has told you otherwise, of course). Your new subscriber needs the reassurance and welcome right away, lest he forget he signed up in the first place. Send that welcome too late, and you risk being flagged as spam when the consumer forgets they did in fact subscribe.
Poor consistency: Be sure your welcome email is consistent with the branding and voice the new subscriber has already been exposed to. If you use one kind of branding and voice on your signup page, then deliver a very different looking and sounding email, you risk a disconnect…and that new subscriber not recognizing the welcome email is in fact welcome.
Identity crisis: Be sure your welcome email comes from a From address the subscriber will recognize, with a subject line that makes sense. Keep the subject line accurate, and avoid the temptation to trickery.
These are three easy goofs to avoid, but if you need help being sure your welcomes are welcome, call on the email marketing consultants at ClickMail for advice.