How do you welcome people to your brand?
Bill McCloskey, Media Post, recently published an article concerning his experiment on trying to sign up for 246 different brands emails in the apparel and accessories market sector. There’s a lot in the article about the non use of email and how just 1% went the double opt in way but the bit I liked was the automaton voice that seemed common across mostly all of the welcome messages.
Here’s a snapshot of his comments.
“Thank you for registering with (brand name)! Your email address: (email address) The next time you visit www.(brandname).com, simply click on “log in” to use your registered features. ”
What does this e-mail tell me about the brand I just signed up to receive updates on? What does it tell me about the relationship this brand wants to establish with me?
Here is a perfect opportunity wasted. I have the opportunity to communicate one-on-one with a customer and I’m pretty much guaranteed they are going to read it since they just left my site. And how do I take advantage of this direct contact? I do nothing. I blow the opportunity. I waste a great brand-building moment.
Yep I think he’s right on the money. How well does your welcome note welcome people to the brand????