Give Your Welcome Message a Little Holiday Cheer!

Tami Urban, Marketing Strategist

Author Bio

Tami brings years of hands-on experience driving revenue for her clients as an email marketing strategist. This experience includes working with hundreds of B2B and B2C clients in a range of industries. She guides her clients to see success in their email and social marketing efforts as well as working with her clients on split testing, creative optimization, segmentation, engagement and overall best practices. For fun, you can find Tami cooking, enjoying a good bottle of wine, or checking out a show at the local theater.

With average open rates between 40-60% and conversion rates that are double or triple those of average promotional sends, welcome messages are extremely effective tools for driving revenue and subscriber engagement all year long. A welcome message is often viewed as a “set-it-and-forget-it” message, but you should think about changing that thinking this time of year. While you are making updates to your promotional messages for the holiday season, take that extra moment to decorate your welcome message too! Giving your new subscribers that personalized first touch during the holidays can pay off handsomely.

Step back and picture your welcome message as a physical storefront. How would you decorate your store for the holidays? Consider changing out your standard imagery with holiday themed photos. Make your welcome message glow with a preview of all you have to offer this season. If you have a pop-up sign-up form, update it as well.

Next, explain why you are the go-to retailer this holiday season and why you stand out from the competition. Do you have a gift guide, digital catalog, hassle-free return policy, in-store pickup or shipping offer that can be leveraged? A preview of the most powerful offers to come or a reminder of an upcoming cyber blowout sale are also great additions to the welcome message during the holidays.

Continue to include an initial offer in your season’s greetings welcome, but you could also include:

  • Best selling items and hottest holiday trendsHoliday Trends
  • Options to shop by price, person or personality
    Shopping Options
  • Gift recommendations for him, her or kids by age group
    Gift recommendations
  • Holiday-themed navigation
  • A link to download your mobile shopping app
Holiday Navigation

You should also update the footer of your messages to include reminders such as:

  • Last day for standard, priority and overnight shipping
  • Shipping guarantees and in-store pickup options
  • Online gift cards
  • Hassle-free return policy
  • Holiday store hours
  • Customer service phone number and email
Reminders

Highlight your customer service team, which is there to help with all the customer’s purchasing needs. Consider adding a testimonial from a customer from last season who was extremely happy with your product and/or service. Reward your new subscribers with the chance to win a prize for updating their preferences or signing up for your 12 days of Christmas sale (don’t forget the link to update preferences). Do not leave money on the table: Remail the welcome message (with a new subject line) three days later to any customer who did not open the initial send. Finally, send the reminder message with a last chance offer to those customers who opened the initial message but didn’t convert.

Most new subscribers are signing up for your mailing list during the holiday season in hopes of receiving special offers that can be used for their holiday purchases, so don’t disappoint! Your welcome message is your first – and perhaps most important – opportunity to explain why you are the retailer they should choose and to give them an incentive to shop early and often. For more ideas on how to wrap up your welcome message this holiday season check out our Bronto Holiday Resource Center.

Here’s to your holiday success!

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