Several weeks ago I noticed the first of what might be a growing trend of adding email address to a mailing list without allowing the user to choose whether to opt-in or opt-out of the list.
There's a fascinating article titled " href="http://www.campaignline.com/printedition/page.cfm?pageid=861&navid=50">The
Psychology of Persuasive Messaging" (subscription req)
in this month's issue of Campaigns
& Elections written by Jim Kitchens that is worth
checking out. (But reading the rest of this will give you the gist.)
Whether someone opts in to your newsletter list from your homepage or meanders into your newsletter list from some other source, the next step is to send a welcome message. Always. The reader is new to your list and it will certainly be the first impression of your e-mail program. It may also be the first impression a person has of your organization. Yet many organizations from large to small treat the welcome message as an afterthought, or even worse, as merely a technical requirement.
Topics: Email Marketing