Wednesday, June 3, 2009

Welcome Email Message Guidelines

By Don Monell

Your Welcome Message is your first-online-impression to your customers. It is an opportunity to proactively open up a new channel of communication that is convenient and cost-effective.

We have put together guidelines to make your Welcome Message a positive experience for your customers, while also staying in compliance with federal and state regulations.

Welcome Message Objective
  • To introduce your customers to email communication and the benefits of receiving email from your company.

  • To openly state what kind of information you want to send them via email (receive special offers, newsletters, information, discounts, etc.)

  • To let your customers know you respect their online privacy and offer them an opportunity to opt out from receiving future email from your company/organization.

  • To verify the deliverability of each email address.

  • Message Requirements
  • From Line: in the email message that clearly states your company/organization name.

  • Subject Line: that is relevant to the subject matter of the message. You want to grab your customers attention, but in a way that is not misleading or deceptive.

  • A clear statement as to how to opt-out from receiving future email and an unsubscribe link that will appear at the bottom of your message and will allow your customers an easy method of opting-out from future email communication.

  • Your company/organizations postal address must appear at the bottom of the message.

  • Recommended
  • An introductory statement that clearly expresses why you are contacting the customer (Fill out the form on this page to have sample permission letters sent to you for review).

  • State a clear benefit that motivates the recipient to continue receiving your emails. Customers are more likely to welcome a message that seems relevant and offers value.

  • Keep the message brief. If you need to go into more detail on something, you can offer a link to your website or special offers page.

  • State a clear benefit that motivates the recipient to continue receiving your emails. Customers are more likely to welcome a message that seems relevant and offers value.


  • Bookmark and Share

    No comments: