In such a competitive arena as online marketing, you can’t just rely on popular strategies to get you through the finish line.
You also need to maximize old but tried-and-tested methods that have already offered concrete results to other businesses. One of these is email marketing.
A lot of marketers declare that email marketing is dead. But it’s far from being buried under the ground.
Today, emails still prove to be one of the most efficient ways to reach prospects, nurture them and turn them into loyal clients. You can send different emails to people on your email list, but one of the most important—yet often neglected—is the welcome email.
What is a welcome email, and why is it important?
A welcome email is just like it is, a welcome message to a new customer, subscriber, or follower. Your brand’s first touchpoint is one of the most important ones because it allows you to make an excellent first impression.
There are many reasons to invest your time and effort in creating a welcome email:
- According to a study by Hive.co, welcome emails have a staggering 91.43% open rate. That’s 9 out of 10 welcome emails opened as compared to other forms of emails. The same study also revealed a 26.9% click-through rate for welcome emails.
- Campaign Monitor also revealed that welcome email read rates are 42% higher than an average email.
- An infographic created by Invesp showed that 74% of people who subscribe to a newsletter would expect to receive a welcome email. However, only 57.7% of companies send welcome emails to new subscribers.
“Welcome email examples,” source
How should you write a welcome email?
Here’s the thing: there are no hard-and-fast rules for writing an excellent welcome email. But it’s essential to know what you’re trying to achieve to write an effective welcome email to your clients.
- Get to know your receiver.
If you’re going to write an excellent welcome email, you need to know who you’re talking to first. Since your goal here is to convert a prospect into a client, you need to determine the type of audience that you’d like to pursue.
These are the people who are interested in buying and are capable of buying. To filter your email list, you can start with email validation, where you get the chance to weed out bad prospects from the good ones. This way, you get a focused subscriber list to give you a high click-through rate and better conversions.
- Set proper expectations.
According to a survey, 48.5% of people unsubscribe from newsletters due to feeling they receive too many. But the problem here isn’t just about you sending them a lot of emails.
Many of these subscribers also go into your list with different expectations or, worse, none at all. So, it’s best to set proper expectations about email frequency when you write your welcome email.
Instead of just making your subscribers assume how often or less you will send them emails, tell them straight away and let them decide if they’d want to continue with the subscription or not.
- Ask for smaller commitments.
People are already overwhelmed with emails asking for significant commitments and hard selling. So, if you don’t want to be one of those annoying brands, you need to set yourself apart by asking for smaller commitments and let that connection happen naturally.
Instead of hard-selling, write welcome emails that engage customers. You can do that by making your subject lines enticing, choosing the proper blog posts to share, and asking for feedback.
- Remind clients of the benefits of being a subscriber.
Since you’re messaging new subscribers, they still have no idea about who you are and what you can offer—but they’re interested. They subscribed to your newsletter, after all. It is your chance to introduce to them the benefits of being your subscriber.
Be clear about your discounts, exclusive deals, promotions, and just the overall benefits of subscribing to your brand. This way, they won’t wonder why they chose you in the first place.
“Welcome email containing precise information,” source
What are the five best welcome email examples?
To give you a better picture of what a great welcome email is like, here are five examples that you draw inspiration from:
- Use a transparent onboarding process.
You’d want your subscribers to get excited when they read your welcome email, and you can do that by starting a straightforward onboarding process.
Guide the subscriber through the process of being a subscriber—from any preferences that they might have to the blogs that they would be interested in reading.
- Tell your story.
Consumers these days are all about brands that have a real story behind them. When you share a private part of your company, you show subscribers that you trust them and that you are more than just another company trying to sell them a product.
Highlight your beginnings, why you chose to be in this business and how you value customers. That way, you’re reaching out to them in a more casual yet still effective way.
- Offer a deal.
Who doesn’t love a deal, anyway? Welcome your new subscribers with a bang. A good deal always gets them excited, so you can’t miss out on that opportunity to make them feel valued from the get-go.
Even if it’s just a simple discount or a gift card, subscribers won’t say no to a good deal and a good brand that offers it.
- Showcase your products.
Although you’re not hard selling here, it still pays to showcase your product or service through eye-catching imagery that will allow your subscribers to remember you.
Chances are, they already know what you have to offer, but you still need to remind them about your product, which helps with retention.
Just don’t overwhelm your subscribers with too many images and promotional lines, or they’ll end up unsubscribing to your list.
- Create a welcome email series.
One of the newest tricks in sending emails works for many businesses. Instead of just sending one welcome email, create a series that will keep subscribers interested for a long time.
Just be smart with placing content in each email to maintain engagement. Some companies focus on saying thank you on their first email and move on to more detailed emails throughout the series.
“Email template that’s clean, to the point, and has only one CTA,” source
When is the best time to send welcome emails?
So, when exactly is the best time to send a welcome email, and how often should you do it? There are no stringent rules for this, but you also need to consider that email frequency can affect your subscription rate.
In most cases, you need to send a welcome email as soon as you get a new subscriber in. It is why you need to learn how to choose the right CRM that will allow you to use a double opt-in system where an automated welcome email is sent to every new subscriber on your list.
What about a welcome email series? Suppose you choose to do an onboarding series that offers a more comprehensive introduction to your business. In that case, it’s ideal to send an email a day for the first three days after the initial subscription.
Some brands use trigger email campaigns where subsequent emails are based on the subscriber’s reaction to the previous email.
If done right, a welcome email can set the right tone for your relationship with your subscribers. Aside from converting them into a client, you can also help nurture them into a loyal patron to your brand.
Yulia Zubova writes the guest post from Snov.io.