When setting up your campaign one of the first things you will want to do is setup your follow up (autoresponder) series. The follow up series is a sequence of messages that goes out immediately when someone subscribes to your list. The first follow up message is considered the "Welcome" message in this series.
Why Do I Need One?
It's important to have something sent to subscribers when they sign up, regardless of whether you plan to follow up with a whole sequence of messages or only scheduled newsletters.
A subscriber's interest is often at a very high point when they sign up for your email campaign. Therefore, skipping this step or giving little attention can result in a missed opportunity for your business.
What Should I Write?
There are a few key things you should communicate to subscribers in this message:
|Confirm that they were successfully added to your email campaign.|
This message is part transactional. By confirming this for the subscriber, you make them comfortable in feeling that they've taken the steps necessary to receive the messages they want from you.
|Thank them for signing up.|
Be polite! It goes a long way. Express to your subscribers that you're truly grateful to have an opportunity to share your expertise and provide useful information for them.
|If you offered a free bonus for signing up, deliver it.|
Provide any free content promptly. If you didn't offer one, consider throwing one as a bonus.
Offering free, useful material exhibits the fact that you have the subscribers interests in mind more than just their money, making them more likely to continue reading.
|Introduce yourself as an approachable, expert resource.|
Your business' advantage over a larger competitor has a lot to do with the personal service you offer, along with your experience. By making yourself available to subscribers should they have any questions, you increase their confidence in your product or service.
|Remind them how they'll benefit from your messages and what to expect.|
Are you sending a series of helpful tips, a newsletter, periodical coupons? All of the above? Remind subscribers of why they should be on the lookout for your next message and beyond.
What Else Should I Add?
Remember that an effective campaign will continually build a relationship with subscribers, so you don't need to write it all in one message. Instead, get something in your first message, then work on a second, third, and so on when you have some time.