Welcome = Warm and Fuzzies
This past weekend a friend told about Roadrunner Sports and their amazing return policy. In the day and age of signing over birth rights to return almost anything, it’s refreshing to find a company that doesn’t even ask questions.
I checked out their site and peeking out just above the fold in the bottom right corner were the words “Be the First to Know!“. First to know what? 
I scrolled down and I found a sign up for their email list. This was really well-placed. I signed up and was immediately welcomed to the family with an email.
The subject line was “Welcome to the World’s Largest Running Store!“ I could have done without the exclamation point, but the subject line really sets my expectations. They should have everything a runner needs.
The welcome letter thanked me for subscribing. I thought this was a really nice touch. It can make your subscribers feel special if you not only welcome them, but thank them also. Subscribing to emails is voluntary and can be opted-out of at any time. It’s nice to know that my subscription was appreciated.
Another aspect of the message were the benefits. Roadrunner Sports offers a Perfect Fit™ Guarantee. Shoes can be run in and exchanged within 60 days if they are not the right fit. Unheard of!
The message also mentions a catalog and brick and mortar store. I understand these options aren’t always feasible, but let’s face it, some people are still not comfortable shopping online. If you have other options, be sure to let your subscribers, possibly your most loyal customers, about them.
The final paragraph of the message explains the benefits of signing up for their VIP club. These benefits include 10% off your purchase and free shipping. Clicking through on the link provides a detailed list of even more benefits.
I haven’t gotten the warm and fuzzie or even any excitement from a welcome letter in a long time. It’s a pleasure to get an email that makes me feel like the company is as excited to have me as I am to be a part of their subscriber list.
Posted by MindComet on Jul. 16, 2007