The growing importance of Welcome Emails
We’ve all heard the proverb, ‘The first impression is the last impression.
So making a good first impression is very important. It doesn’t matter if it’s the first day at college, a job interview, or a date… people will always remember what they first thought about you.
It is true for your email marketing, too. You need to deliver the right information to your new contacts in the right way so that they understand the benefit of your message and wish to keep reading. This is your welcome mail. It is one of the effective ways to make customers notice you in the crowded market.
A welcome email is the first email you receive after signing up, subscribing, or submitting your email to an online store. It’s important as it is the first impression a company makes with a new customer, blog subscriber, or newsletter subscriber via email. Welcome emails can deliver videos, special offers, a sign-up form, or simply a friendly hello to establish a relationship with a new contact.
When you send a welcome email to a new blog reader, newsletter subscriber, or customer, you’re making a first impression on behalf of your brand.
Welcome emails are different from other emails
Yes, a welcome mail is different from a promotional email. Though both these emails have specific purposes and CTAs- either to entice a contact to make a purchase or keep a prospect engaged or well informed, a welcome email might offer several different CTAs to allow your contacts to learn about your brand or products.
Why Do You Need To Send A Great Welcome Email?
The quick and straightforward answer to this question is welcome emails work! A welcome mail can do wonders for you!
Did you know welcome emails generate 4x -5x opens more clicks than regular email marketing campaigns? Did you also know that the average open rate for welcome emails is a mammoth 50% which makes them 86% more effective than standard emails?
- 74% of people expect to receive a Welcome email immediately after they subscribe to your list.
- Only 57.7% of brands send Welcome emails to their newly subscribed users.
- Welcome emails on average generate up to 320% more revenue per email basis than other promotional emails.
- Subscribers who receive a Welcome email show 33% more engagement with the brand.
- Welcome emails containing offers can accelerate revenue by 30% per email as compared to Welcome emails that have no offers.
- Welcome emails have a 14.4 % click rate as compared to only 2.7% in other types.
- The conversion rate is 0.94% for Welcome emails while a typical email has only 0.10%.
- 50% of Welcome emails are sent immediately after the user has subscribed.
The other reasons for sending people a great Welcome email are:
1. A personal touch
Welcome emails should have a personalized greeting. It makes new subscribers feel the email was written just for them. Using a sender’s name in the subject line increases the chance of opening it by 26%.
The more personal data you gather from the signup form, the more you can personalize their experience.
2. A story
Even if new customers sign up for your newsletter, it doesn’t mean that they have a full understanding of your brand. Happily, welcome emails help subscribers understand the brand story.
- Time Savers
Connecting with new leads is a tedious, time-consuming process for even the smallest business. But welcome emails are sent automatically to new subscribers.
4. Setting Customer Expectations
Welcome emails tell potential customers about your company and convey why you’re the best in the market. With welcome emails, you can set expectations for your offer and business before customers.
Welcome emails also set the following expectations about email communication channels, types of emails, and how often you can send these emails. Setting these expectations makes people excited about your future emails and prevent reporting your email as spam and the chance of unsubscribing.
Remember that your welcome email is just the first email you’ll send to users in your email sequence. So you need to think about how all the elements of the welcome email set up the rest of your email marketing strategy.
6. Grabs Attention
Your welcome email should wow people. It should be well-designed, making a positive first impression and providing people value they can’t get anywhere else.
Also, keep in mind that you need to continue to nurture leads with an outstanding landing page, follow-up emails, and other personalized marketing strategies, once someone clicks on your email.
7. Establish Brand Loyalty
A good relationship can be built with loyal customers using a great welcome email.
A study shows that people who read at least one welcome message read more than 40% of their messages from the sending brand in the following 180 days. New leads are most engaged within 48 hours of subscribing.
Crafting a Perfect Welcome Email
Every relationship has to start somewhere. With the right welcome email, you could be initiating a lifelong relationship with a loyal customer.
Here are seven elements every welcome email should contain:
- A sender name people will recognize
- A clear, attention-grabbing subject line
- Use of personalization
- A friendly reminder of why they signed up
- Keep it short, crispy and interesting
- A relevant call-to-action (CTA) button
- Opportunities to follow your business on social media
Welcome Email Best Practices: Strategies that help marketers make the most out of welcome emails:
- Send a welcome email right after subscription.
- Use these emails to set expectations.
- Provide options for further mailing list segmentation.
- Tell subscribers about the benefits of joining your mailing list.
- Personalize the messages in the welcome emails.
- Give a chance to set email preferences.
- Send a welcome email to develop relationships with the client.
Measuring the performance of your welcome email
Using the dashboard and tools in your ESP, you’ll be able to get a fairly accurate picture of your email’s performance. Metrics like open and click-through rates help to determine how well your audience is engaging with your content.
In short, welcome emails enable businesses to make informed decisions that go a long way in accelerating customer loyalty and building a strong customer-brand relationship. Marketers also use these emails to collect useful data on leads. Later on, they can use the information to precisely target their customers. And by providing them with a better experience, customers are more inclined to stay. As such welcome emails stand an important chance to win customers’ hearts.
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