Have you ever signed up for a newsletter or online service and received a really well-written welcome email? I have, and I can tell you that it absolutely enhanced my experience and encouraged me to look more favorably upon the company in question. I always feel more like the brand really values me as a customer, and that makes me far more likely to stick with them and become a loyal customer and brand advocate. A successful welcome email will help encourage new subscribers to actually open and read the emails that you send – and isn’t that the whole point of an email marketing campaign?
Set the Stage
Welcome emails turn leads into customers, so don’t neglect them! Research shows that welcome emails can generate as much as three times the revenue per email and transactions than regular promotional emails. This means that welcome emails really offer a bang for your buck, and should not be forgotten.
When you create a welcome email, you should consider it as a blank canvas upon which you must paint your brand’s overall mission and value to the reader. Welcome emails should not only give the reader some background and thank them for reading, but should also take the time to set the stage for future transactions. Why should they invest in your brand and services? What kind of value do you have to offer, and what problem does it solve? A welcome email shouldn’t sound like an advertisement, but it should still contain important information to help readers determine whether or not they’re going to become a paying customer.
Don’t Hoard the Content
Many marketers use promises of extra content to convince users to subscribe to their emails. It’s an effect strategy, particularly if you’re offering something like an eBook or template that will quickly offer the reader the information they need. Many readers will judge the quality of your service based upon the kind of content that you offer, how useful that content is, and how quickly they gain access to it.
Don’t promise access to an eBook if the user joins your subscription list and then make them wait 12 hours before they receive the email confirmation and their content. Use the welcome email to immediately grant the user access to the content they’re after while simultaneously offering a little more information about your brand and services. This helps build trust in the reader as well as serving to help establish you as an authority in their mind. Individuals who see you as an authority are more likely to use your service as well as recommend your brand to others. Remember, a welcome email can comprise as little as 5% or less of your email volume while delivering as much as 20% of email marketing revenue. With those kinds of numbers, it’s clear that your welcome email is a chance to really impress users with your content and your services – take advantage of this!
Offer an Easy Path to Purchase
Because welcome emails have such a high open rate and can create great revenue for your campaign, it’s important to utilize them to their fullest. This doesn’t necessarily mean going off a long, drawn out tangent, but rather that the available information is clear and easy to follow. This is especially important when talking about anything like a call to action or landing page that ushers the reader through the purchase process. You don’t want anything to frustrate the reader while they’re trying to spend their money for your services or products!
Offer a clear call to action in your welcome email, and ensure that the linked page is very clear and concise. Give clear direction and any necessary information the reader will need to complete their purchase. This means linking them to a specific landing page rather than a blog or the front page of the website, assuming that you’re attempting to sell something and not launching a campaign to raise awareness for something instead.
Overall, welcome emails are probably the most important kind of email that you can send in an email marketing campaign. They help new users familiarize themselves with your brand and offer the chance to create a real sense of good will and value that will encourage recipients to become paying customers. Don’t opt out of sending an email that has the potential to generate almost a quarter of your overall email marketing campaign revenue! Follow the tips above and craft an effective welcome email that will help turn your leads into paying customers.