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.
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.