7 Welcome Email Dos (and Don’ts!) for Stellar Results

First impressions count. They have the ability to make or break
your business. And that’s why your welcome emails not only have
to showcase your brand in the best possible light, but also have to
engage your customers in the right way.

Welcome emails are a vital part of any marketing campaign so
we’ve provided everything you need to know to make yours
successful, including the top 7 welcome email dos and don’ts.

Why are welcome emails so important?

Open rates
for welcome emails
are, on average, 50%. This means that,
compared to standard newsletters, they are 86% more effective.

Frankly, you’re never going to get this type of opportunity or
success rate ever again, so you need to make the most of it.

However, over 50%
of brands
don’t automatically send a welcome email when their
customers or potential customers subscribe. When
74% of new subscribers
expect this type of email and
subscribers show a 33% higher engagement rate on a long-term basis,
you can’t afford to miss this opportunity.

When a customer has gone to the effort of signing up to your
mailing list, it is clear your brand already resonates with them.
They want to know more about your company and they might be very
close to making a purchase.

These customers are hot leads. But lack of effective
communication on your part could soon turn them into leads for your
competitors instead.

This welcome email from PrettyLittleThing introduces their
newest subscribers to their highest performing pages while
maintaining a clear and consistent branding:


welcome email for subscribers

Source: Really
Good Emails

The top 7 welcome email dos and don’ts

Here are our top welcome email dos and don’ts that will drive
stellar results and boost your email marketing ROI.

1. Do reassure them that they’ve made the right choice

First, you need to put your new recipient’s mind at ease and
prove to them they’ve made the right decision to sign up to your
mailing list. After all, they’ve made a big commitment to you
already by handing over their email address and inviting you into
their crowded inbox. After all, these days, they’re all crowded
inboxes.

In order to reassure them they’ve made a good choice, start by
considering your email subject line. This needs to welcome them to
your mailing list and show you aren’t spam while still being
clickable.

Something simple like, “Thanks for letting us into your inbox!
Now what?” is straightforward and transparent.

Then, inside the email, welcome them to your brand’s community
by starting a conversation with them. One of the great aspects of
email marketing is the way it allows you to dialogue with your
customers and deliver value right into their hands. Be sure that
you deliver on these expectations from the very first.

Finally, don’t forget to reiterate your privacy policies,
reassuring them that their email address is safe and won’t be
passed on to numerous advertising companies.

2. Don’t fail to deliver on your promise

If you enticed customers to sign up to your mailing list by
offering them discounts, free downloads, free delivery, and so on,
don’t fail to deliver in your welcome email.

This not only provides the customer with their incentive to shop
with you but it also goes one step further toward building trust
with them. If you promise your subscribers something, you better
deliver.

For example, the team at Bare Bones presents their new
subscribers with a $10 off discount code in their welcome
email.


Subscription discount

Source: Really
Good Emails

3. Do set some expectations for the future

Your welcome email serves as an opportunity to show your newest
subscribers what’s in store for the future. If you plan on
sending emails at weekly, bi-weekly, or monthly intervals, make
sure they know that straight away.

Instead of making yourself guess how frequently your subscribers
would like to hear from them, consider just asking your subscribers
their preference. That way, you know you’re getting the right
balance and you’ll meet their expectations.

Equally, whatever frequency you (and your customer) choose,
it’s crucial to actually do what you say you’ll do. Don’t say
you’re going to email once a week and then only send out
something once a month or vice versa. Even if you think they
won’t mind if you limit your frequency, you’ve made a promise
to your subscribers and any change needs to be clearly communicated
to them.

Your relationship with your subscribers is just that — a
relationship. You don’t want your friends telling you something
and then doing something else, and neither do your subscribers.
Remember, there are humans on the other side of those email
addresses who deserve to be treated as such.

And finally, be sure to make it easy for your new recipients to
unsubscribe.

While you hope they don’t want to unsubscribe immediately, you
need to ensure they can do so if they want to. Otherwise, you risk
having your emails flagged as spam which will start to harm your
sender’s reputation. Not to mention,
it’s the law
.


HIMs subscription

Source: Really
Good Emails

4. Do consider the timing and frequency of your welcome emails

The
frequency of your emails
is imperative to their success. And
you also need to time them just right, too.

A report by Experian found that real-time welcome emails

generate 10 times more transactions
than welcome emails that
are sent in batches.

And it doesn’t take a genius to understand why.

A customer who has just signed up to your email subscription
list has your brand on the brain. They’re expecting to hear from
you. If you can get your email in front of them while your
brand’s at the forefront of their mind, you’re far more likely
to convert this lead into a customer.

5. Don’t just send one welcome email

While it’s imperative you don’t bombard your customers with
email after email, you may also benefit from sending a welcome
series of emails over a period of time. That way, you can engage
your subscribers in different ways and present them with different
information without overloading them in one email.

For example, you can tailor your welcome emails based on what
stage in the sales funnel your customer is in.

So if you send a welcome email and they make a purchase, you can
send them an email with new products in it, and then perhaps a
coupon. After all, welcome emails with coupons have
2.5 times higher transaction rates
.

Alternatively, if they don’t make a purchase after the initial
welcome email, you could provide them with more information on your
brand and its products or services. And if they still don’t buy
from you, you can move on to encourage them to interact with you in
different ways.


Welcome to the community

Source:
Really Good Emails

6. Do encourage them to engage in other ways

You don’t have to interact with your customers solely by email
and should encourage them to engage with you on a variety of
different platforms. Now’s the ideal time to ask new subscribers
to join you on social media or to get in touch with you by phone:
Marketing channels work best when they work together.

Essentially, you want to make sure your subscribers feel they
can contact you in whatever way they want to. They want to feel
like you’re wherever they are and they want to know you’re
listening. Connecting with your customers on multiple channels
means you care about more than just their money.

However, always make sure the channels you suggest in your
welcome email are ones you use avidly. The last thing you want is
to send customers to a communication channel if you don’t use it
properly and can’t provide them with the information and service
they’re expecting. If you invite your subscribers to join you on
Twitter, then you need to be active and vocal on Twitter.

Including screenshots of your social media accounts—perhaps
highlighting a positive comment from a customer or a recent
competition you ran—teases your subscriber with just enough of
your content to make them curious and hopefully inspire them to
join you.


Welcome to the team page

Source:
Really Good Emails

7. Don’t send impersonal emails

While you want to automate the sending of your welcome emails,
it’s important to add some personal touches to these emails.

For instance, you can ensure the subject line includes the
recipient’s name to up the personalization factor. Try something
like “Welcome on board, [NAME]! What’s next?” Taking this
time to feature this personal touch will ensure a higher open rate
and more interaction from your recipients without much extra effort
from you.

But don’t stop with adding a subscriber’s name.
Going further with personalization
can make a big impression,
such as talking about a specific product they’ve viewed or
featuring content that specific subscriber likes to read.
Segmentation makes such specific personalization fairly simple.

Adding personal touches to your email showcases the human side
of your company while also proving you understand that your
contacts are human, too.

The more they read, the more they spend

Creating a series of welcome emails is a great way to skyrocket
your company’s ROI but it’s important you make sure your
recipients are engaging with the emails you’re sending. According
to studies, the more you can get your recipients to read your
welcome emails, the
more money they’re likely to spend
with you.

In the study, if a recipient didn’t read any of the three
welcome messages sent by the brands, they spent, on average, $247.
However, when they read all three of the messages, they spent an
average of $391.

This means customers are spending an average of 58% more when
they’re engaged in welcome emails. By tapping into some of your
most enthusiastic fans, you can tap into greater revenue for your
company.

Wrap up

If you don’t already send welcome emails, what are you waiting
for?

When you send personalized, timely, and engaging emails while
your brand is at the forefront of customers’ minds, you’re
taking those all-important steps toward building a long-term
relationship with your subscribers. And your subscribers will thank
you for it by sharing and engaging with your emails.

And remember, your welcome emails don’t need to be perfect.
But it is important that you follow these key welcome email dos and
don’ts. That way, you’ll be building strong, long-lasting
relationships with your subscribers, turning customers into
lifelong brand ambassadors.

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7 Welcome Email Dos (and Don’ts!) for Stellar Results

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Source: FS – Email Marketing Blogs!
7 Welcome Email Dos (and Don’ts!) for Stellar Results