The idiom “first impressions last” is not just an idle observation. You may also look at it as a warning. One of the many factors that ultimately determine the success of your email marketing campaign is how you compose your introductory email to send to people who, after a lot of hard work from your end, agreed to subscribe to your website.
If your introductory email is poorly conceptualized and written, then there is a very high possibility that people will not be encouraged to do business with you.
This is why you need to exert extra effort in creating an introductory email to set you on the right track with potential customers, instead of pushing them away. First things first: the subject of your email should clearly state your purpose and what company you’re from. Doing this, it becomes immediately clear who the email is from and what it is for.
If possible, add the first name of your subscriber in your message, since this can certainly make him or her feel like you’ve spent time writing your email specifically for him or her. From the very beginning, add that personal touch in cultivating customer relations.
Some companies offer thank-you gifts to encourage customers to subscribe. They make the offer visible in the website so as to increase the number of registrations. If you’ve done this, make sure to provide the download link of your freebie in your email message. Potential customers love this because freebies give them a taste of your generosity as a company. They also love special treatment that they don’t always get in other places.
Your introductory email should also contain helpful links about your goods and services, and if possible, feedback from other people. Also, do not forget to include contact details so that the customer will feel that you are easily reachable and that they will be attended to immediately.
Provide subscribe and unsubscribe links. You might think that this defeats the purpose of your email marketing campaign, but bear in mind that subscribers want to feel that they have control over what they receive in their inboxes. It makes them feel secure and comfortable, and it is wise not to deny them these things.
Invite your subscribers to invite other people! This is what they call viral marketing, and it definitely is free. Your subscribers might know of friends or family members who also want to hear about your product.
The closing part of your email must contain a warm goodbye and the hope of dealing with the customer again in the near future. Include your name, signature, and company logo for a more professional feel.
Finally, your introductory email should not be too pushy. That is, it shouldn’t sound too desperate. If in your first email you already sound like you don’t care about your recipients’ needs at all, then they would not feel the need to buy from you.