谁能帮我看一下这篇文章的中心思想?Tips for Sending a Welcome Message As I wrote my last column, "Three Rules for Reconfirming E-mail Lists," I realized that I haven't written about the dos and don'ts for writing and delivering a welcom

谁能帮我看一下这篇文章的中心思想?Tips for Sending a Welcome Message As I wrote my last column, "Three Rules for Reconfirming E-mail Lists," I realized that I haven't written about the dos and don'ts for writing and delivering a welcom
谁能帮我看一下这篇文章的中心思想?
Tips for Sending a Welcome Message
As I wrote my last column, "Three Rules for Reconfirming E-mail Lists," I realized that I haven't written about the dos and don'ts for writing and delivering a welcome message to new subscribers. Whether you use, or should be using, confirmed opt-in (COI) depends on many factors. COI is the gold standard. It has many benefits and some disadvantages.
Regardless of what kind of opt-in you use, you'll send a first message to each new subscriber. The what, when, and how of that first message is key. It sets the tone for the relationship. As with any relationship, you never get a second chance to make a first impression.
Explain Why
This takes on added importance if there's a time lag between subscription and first message. Remind recipients when, where, and how they registered. Otherwise, they may not remember having subscribed or they may not connect your e-mail with the Web site they visited a few days earlier.
Sometimes an e-mail address is shared by two or more family members. Providing the details can avoid a situation where an angry spouse complains of spam. Whatever the reasons, the more you tell recipients about why they're receiving your message, the fewer complaints and issues you'll have.
The number one way to reduce complaints among new subscribers is to provide a clear and accurate explanation of why someone is receiving a message.
For example, something like this doesn't count and won't help: "You are receiving this message because you signed up on our Web site, or that of one of our affiliates, or contacted our customer support, or in some other way indicated a desire to receive e-mail from us."
However, this will: "You are receiving this e-mail because on Saturday, August 24 at www.example.com you signed up for our product updates newsletter."
Don't Delay
Your confirmation message should be sent quickly. Ideally, that means immediately upon receipt of the subscription. There can be reasons why a message takes time to work its way through your internal systems, but it's vital to make this happen as quickly as possible.
The greater the delay, the greater the disconnect among subscribers between their subscription behavior and the received e-mail. This leads directly to an increased complaint and opt-out rate.
Offer an Opt-Out
If you aren't using confirmed (double) opt-in, at the very least ensure there's a clear and easy opt-out mechanism in your confirmation message. Sure, it can be argued that this isn't legally required because the message is transactional in nature, but this is when recipients are most likely to change their mind.
When someone wants off your mailing list, making it hard -- or even fighting with that person -- does more harm than good. If you don't let them easily unsubscribe, many will use the TIS (this is spam) button instead, which harms your reputation, may result in delivery issues, and -- most importantly -- irritates your customers and prospects.
Explain What
This is your opportunity to set expectations. Even if your signup process discloses what someone signs up for, it's worth repeating. If you send daily offers, yet subscribers don't expect them, subscribers will find out pretty soon and may be upset. Tell them up front what they're going to get, and how often, so they can choose to join or not.
If you offer a profile management center, this is also a great place to get new subscribers to ensure their profile is accurate and that their subscription preferences are what they really want. If you send a variety of communications, your subscribers may or may not realize just how many of them they agreed to when they first signed up. This is especially true for off-line subscription processes.
The first e-mail you send to a new subscriber is where you set and manage expectations. Your efforts will be rewarded if you do this successfully and then meet those expectations.

谁能帮我看一下这篇文章的中心思想?Tips for Sending a Welcome Message As I wrote my last column, "Three Rules for Reconfirming E-mail Lists," I realized that I haven't written about the dos and don'ts for writing and delivering a welcom
一些建议对发送欢迎消息
作为我写的最后的一个专栏,“重新确认邮件目录的三条规则”,我意识到我没写那些可以做的和不可以做的对于那些新的订户.不管你是否用,很多因素觉定你确认通信操作说明书（COI）,COI是黄金标准.有很多好处和缺点.不管你用的是那种,你必须送一个欢迎消息给新的订户.然后就是什么时候,怎末送是关键.那是你们关系的基础.和其他关系一样,你没有第二次机会来给别人第一印象.
解释为何
它对于订阅量和第一印象有很大的附加重要性.提醒他们什么时候,在哪里,怎么样注册.否则他们会忘记订阅过,用邮件和你联系过.
有时一个邮箱地址是几个家庭成员公用的,提供详情能避免像一对生气的配偶抱怨垃圾邮件这种情形.不管怎么样,你提供的越详细,你能避免很多的麻烦.
避免麻烦的第一条是说清楚他们为何收到这种欢迎消息.
像这样写的话就没什么帮助,“你收到消息是因为你在我们网站注册了,或者你联系了我们的客服,或者一些其他的方式显示你希望收到我们的邮件”.
然而你这样写的话就能帮你,“你在8越24号在www.example.com 注册了实事通讯.”
别拖延
你的确认消息必须要快.理想情形是,你必须在订阅支票之后马上就发.可能有原因在你们内部有发信息,但是要做到尽可能快.越拖延,就越会断开订阅者在他们的订阅中的习惯和邮件的接受.这直接导致抱怨的增加和订阅量的减少.
提供OPT-OUT
如果你不是使用确认的OPT-in,至少要确保有清晰和容易的OPT-OUT结构在你的确认信息中.确保,它能被讨论而不是按照法律要求的,因为这条信息事实上是先互作用的.但是这也是那些订阅者最喜欢改变主意的时候.
当有人想要进你的邮购名单时,让它变得难一点--甚至和那些人争论--这样做的好处比坏处多.如果你让他们很容易就加入了,很多人会用垃圾处理键,那样会破坏你的名声,可能会导致邮寄的问题,最重要的是破坏你的客户和前途.