The Importance Of Sending Welcome Emails
When someone subscribes to your mailing list, you need to provide the right impression to your new contact. There are several factors to this. The first is to maintain the terms that you signed the subscriber up to (posting frequency, type of content, etc.). Another way to develop the best impression is to send a welcome email to your new subscriber.
What Is A Welcome Email?
A welcome email is the first email that a new subscriber receives after confirming their subscription to your list. There are many brands that send a message that just thanks the contact for subscribing, but this is a wasted opportunity to convert or engage the audience quickly.
Here are some of the ways that you can use a welcome email for your business.
1. Confirm Subscription
One really important reason why you should send a welcome email is to confirm that the person has successfully subscribed. This is a great idea because sometimes people don’t realise when the process is complete. This can be frustrating for the audience and they can lose interest in your brand.
Alternatively, they can forget completely about your brand. This can mean your messages are later sent to the spam folder because the subscriber believes you’ve subscribed them without their permission.
2. You Can Start The Sales Process
Email marketing is one of the best ways to sell online. For every $1 you spend, you’re likely to get back about $38. This excellent ROI makes it one of the best performing sales avenues but it still takes some time. According to statistics, it can take between five and twelve interactions with 80% of your leads to achieve a sale with them. The subscription process and welcome email can take two off that.
Plus, if you’ve recently sold to the customer and as part of the sales process they subscribed to your mailing list, this is the perfect time to get them to re-order or add to their order. You could cross sell or upsell products that are based on the original process.
3. You Can Make Purchasing An Urgent Matter
If you want to shorten the time between subscription and purchase, then you need to change the mentality of the audience. They are subscribing because they aren’t in a position to complete a purchase and want to think about it. However, you need to make them believe that they don’t have that long.
To do this you need to create some urgency.
There are a couple ways of doing this. The best, and most frequently used method, is to use a coupon within the content that is unique to the subscriber, can be used online once and within a set period of time. The period of time creates an urgency.
4. You Can Create Brand Ambassadors
More than 80% of audiences are more trusting of their peers than they are of your marketing content. You need to leverage that if you want to be successful. So, why not use the welcome emails as a way to get your audience to share your content and attract people to subscribe to your mailing list?
All that is required is a social media share button embedded into your welcome email campaign and encouragement for the reader to click on it. Most social media channels can be supported and used, with Facebook and Twitter being the top two issues.
Conclusion
Your welcome email is one of the most important emails you’ll send to new subscribers. It will not just confirm that they’ve subscribed, it’s also a chance for you to shorten the sales process to make your email marketing more profitable and rewarding. You can also extend your welcome email into a drip marketing series that can help you automate email marketing while achieving sales.
Do you have a welcome email? Do you utilise a welcome email?
Let us know in the comments.
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How To Write The Perfect Welcome Email
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.
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