Your reader’s first impression is invaluable; there are no second chances. So wowing subscribers with your very first email is especially important. A Welcome email is a great way to thank new subscribers and start creating a positive relationship your subscribers look forward to.
Do you really need a welcome email?
Email marketing is most effective when your list is interested in what you have to say.
When people first subscribe, they saw something that made them think, “I want more like this!” So they took the time and effort to subscribe to your email list.
That first email they receive from you is the perfect time to reach your subscribers with an exclusive offer or promotional message. After all, they’re expecting to hear from you.
It will also prime readers to receive future emails from you and increase the probability they’ll get opened.
The sooner you can send a welcome message, the better. It’s worth the extra effort to get it right, as the right greeting can make the difference between a sale and an opt-out.
What do you put in a Welcome email?
Thank your subscribers for subscribing
A simple welcome message displaying your gratitude can go a long way with customers. It’s also an excellent opportunity to highlight products or services and an offer. Incentives help build brand loyalty.
Deliver your opt-in offer
Show your new subscriber that you fulfill your promises. Make sure to deliver your opt-in offer, whether that’s a free PDF or a course delivered via email. They trust you to deliver quality information that educates and entertains them.
Tell them what’s to come
Welcome emails are a great place to give subscribers a snapshot of what’s to come. Share details about the type of content they should expect moving forward and how often emails will land in their inbox.
Welcome messages can include a brief introduction to your brand and company’s values so prospective customers can understand how you’ll help them.
Don’t make new subscribers wait, use your welcome email to recommend your very best content. This is the perfect opportunity to segment your list even further. Give them 2 or even 3 topics to choose from, and segment your list by blog topic. Later you can send more of what interests them.
Ask readers to add you to their contact list
Include a link to instructions on how to “white list” an email address for Gmail and Apple Mail. This will keep your delivery rates high and make it easy for subscribers to get your emails in their inbox.
Make unsubscribing easy
It may sound counter-intuitive, but adding an unsubscribe link at the top of your newsletter will help your list stay healthy. If people only wanted your free opt-in offer and won’t open any more emails from you, why keep them on your list? Give them an easy way out.
Get them to open the Welcome email
Send it immediately
Set your Welcome email to send immediately after people subscribe. They just signed up for your offer, so make sure you get it to them quickly while they’re interested and looking for it.
75% of all Welcome email sent immediately after a person subscribes are opened. Open numbers drop dramatically the longer the new subscriber has to wait for the Welcome email.
Your subject line describes what’s in the email
The subject line is the most critical part of your email. It’s what readers see first – in fact, 47% of email recipients open an email based on the subject alone. To have the most impact a subject line should take advantage of a few tried-and-true tactics.
Probably one of the best subject lines for a Welcome email is simply, Welcome First Name, here’s your xxx (whatever you’re giving away as a subscriber incentive). This is a great place to personalize the email and make it more about them. Just be cautious about using the word free in the subject line of your email.
Subject lines with questions and unfinished statements can leave some readers looking for more. So they’ll open the email to get the info they now need.
Humor is also a powerful tool that can make a brand relatable and tempt readers to click. Subscribers who appreciate creativity love subject lines that typically take a bit more thought and effort.
What comes after your Welcome email? Why a drip / nurture campaign of course! Read more about drip and nurture campaigns, how and when to use them.
Want some help with your Welcome email?
Join me January 24, 2020 at 9:30am pacific time in the Facebook Mailchimp User Group for “8 Essential Elements for an Effective Welcome Email” via Facebook Live. 8 Essential Elements for an Effective Welcome Email