The welcome email for your subscribers is one of the most important pieces of content you can send. It allows you to sell your brand and reassure new subscribers that they’ve made the right choice in signing up to your list. Starting your relationship off on a positive allows you to generate better results in the long-term.
You should also remember that welcome emails get a much higher open rate compared to other email campaigns.
So, here are some tips to help you write that perfect welcome email.
1. Thank The New Subscriber
They’ve taken the time to fill in some information, confirm their email address and even read your welcome email. That is a lot of effort for some people, you might have already given them something like a discount, free ebook or information, but that doesn’t mean that you shouldn’t thank them for their efforts.
Saying thank you can be very effective. It adds a human touch to mailing campaigns and it helps to build brand loyalty. Subscribers are more receptive to your mailing campaigns if they know you appreciate them signing up.
2. Deliver On Promises
If you did use an incentive to get the new subscriber to join your mailing list, now is the time to deliver. This is an important part of your marketing because if you fulfil your promises now, then you can convince the new subscriber that you’re going to treat them right.
Not delivering on promises can be frustrating for new subscribers and they’re going to unsubscribe. Or worse, they could mention the fact you didn’t deliver on your promises on social media or with their peers which can damage your brand’s reputation online.
3. Set Expectations
An important part of running a mailing list is to set expectations. When you have a new subscriber you should tell them how often you’re going to send emails, what type of emails you’re going to send and even what day you normally send content.
The more information you can give the better you’re setting expectations. If you don’t set expectations, then audiences could be surprised by the number of emails you send and make complaints about you sending spam.
4. Build Brand Identity
Some people don’t read much about the brand before subscribing, especially if you’ve given them a great incentive. So now is the time to tell them who you are and what your brand stands for. One of the best ways to build brand identify is to use images and videos that offer higher engagement rates than just text.
You can also link to content in blogs and on other pages on your email. You should also link to your contact information page, social media channels and any other pages where they might be able to get new information about you.
5. Tell Subscribers To Whitelist Your Mailing Address
Subscribing people to your business’ mailing list is one thing, getting them to receive your content is another. Sometimes your emails will get sent to the spam folder, just because the settings are too strict. However, if you ask new subscribers to whitelist you, you can ensure that they will receive your emails.
In your email, you can offer them instructions on how your email address can be whitelisted. You should also emphasise the benefits of whitelisting your business’ mailing list.
Don’t Forget Your Welcome Email
Your welcome email is an important part of your business’ success with email marketing. However, if you don’t get it right, then you’re going to find it challenging to improve on ROI for email campaigns. So, the more of the above you can implement in your welcome email, the better off you will be.
Do you use a welcome email in your email campaigns? How can you improve it?
Let us know in the comments below.
Image supplied by Pixabay.
Email subscribers are an important asset to your marketing and sales team. They are the ones that are likely to purchase products and expand the reach of your brand. However, the effectiveness of your email marketing campaigns can be greatly reduced if you don’t have the right welcome email. This email, the first they receive, should have a lot of information contained within it, yet still be concise.
There are numerous benefits to having a proper welcome email for your subscription list. It can reduce unsubscribe rates, encourage higher interaction rates and the chance to reduce the time to sale. So what should you include in your welcome email? Here are a few suggestions:
Why They Are Receiving This Email
Sometimes, your subscribers won’t remember that they signed-up for your email list. This can make it awkward when you send your first email to them, and they then unsubscribe citing spam or that they hadn’t subscribed. Instead, by reminding them that they gave permission to receive your commercial email, you are reducing that risk.
A Thank You
A good first impression is not just important; it is essential. The right impression will help you generate a strong bond with your audience and encourage them to see you in a positive light. By saying thank you, you show that you are courteous and have manners.
Demonstrate Your Importance
People want to know why they should be reading your content. Therefore, give them some examples of why your content is important. There are several ways that you can achieve this:
- Direct them to previous campaigns containing useful information.
- Demonstrate the benefits of your products/services.
- Demonstrate content on your blog that might be useful.
- Include testimonials from others.
Set Email Expectations
Email expectations are an often forgotten but necessary element for retaining the trust of your audience. If you can demonstrate that you won’t just randomly email them whenever there is an offer but will only email them a specific number of times, then you can be sure they’ll stick around for longer. Of course, you have to keep that promise and not forget the level that you first set.
Ask For Feedback
Another key component of your welcome email should be asking for feedback. This can be taken in many different ways, either by the audience directly replying to you, or by setting up a survey online and taking the results from there. This opportunity can generate useful information, like where the subscriber found out about your brand, what content they would like to read and more personal details that can help segment them.
Website And Social Media Links
Don’t forget to place links to your website and social media profiles onto the email itself. This helps to build up a following over a wider set of communication channels and convert the prospect into a brand advocate.
Remember to keep all the necessary, and legal information within your welcome message. This includes how the subscriber can opt-out of your mailing list, which should be an easy and quick (immediate) process, like clicking through on a link.
Reward Your Subscribers
The subscriber is an important asset to your company, show this by offering the new prospect a reward for subscribing. This could be a discount, free download or a humorous video that is visible only to subscribers.
Your subscription welcome email is a valuable marketing tool for your business. It helps to please prospects that you might not have met and can help to keep them engaged with your brand and more receptive to your marketing messages. By using the tips above, you can generate a highly engaging welcome message to entice audiences to consider your products or services.
How do you keep email subscribers? Do you send a welcome email?
Let us know in the comments below.