It happens easily. You fall on an interesting website that presents a fun newsletter. Let’s subscribe. And as it should be, our subscription was confirmed.
Missed opportunity
What we expected to be a welcome message turned out to be a cold shower. We got once more presented our own name and e-mail address. Very kind of the webmaster involved, you never know when you could forget your own email address! The language of the triggered email was in English. The website where I signed up for the newsletter, spoke to me in Dutch. And to totally make me feel welcome, the unsubscribe button was right in my face. A missed opportunity.
How should you do it then?
Well, make sure you got more to talk about in your welcome message than just the unsubscribe button.
Someone who goes through your subscription process, won’t change his mind just a couple of seconds later. First you need to give your contact a warm welcome, preferably in his own language. The welcome message also gives you the perfect opportunity to give your new reader some extra information. What can he expect, what is your frequency, what is your content. Maybe you already have some tips to give away. Or a link to your latest newsletter. That way you can instantly engage your new reader. Even your newsletter needs some selling!
And then something extra…
An email that is triggered by a subscription is an important email. Your contact expects that confirmation, to be sure of his registration. That means there is a focus on your business. Maybe it’s the perfect moment to build in a service element. Especially if you kept the subscription form on your website short. Ask you reader which subject interests him the most. List some possibilities. With just one click you bring him to the right page on your website, while you get more information about his profile. Perfect to release some dynamic content on him!
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