Some good examples across the industry — sign up and experience these for yourself:
- Neiman Marcus: showed up immediately after sign-up with a big welcome message, both in the subject line and body copy. Included standard site navigation and call-outs to explore the site and site features in more depth. The look and feel of the HTML email was warm and engaging and consistent w ith the Web site.
- Art.com: included a big welcome message, as well as a very enticing new-member offer of 20% off the entire order. Included products by category as a way of driving traffic to the site, along with strong and clear calls to action throughout.
- Shockwave: showed up immediately after sign-up with a big welcome message. Included account sign-up details and a way to edit one’s profile. It highlighted the most popular games as a way of driving traffic to the site, and provided strong calls to action throughout the email.
I encourage you to evaluate how you’re beginning your email relationship with your customers. These are good examples of how to improve that first impression.