This article was written by one of our amazing contributors! Content may include promotional links.
They say, “The first impression is the last impression.” That is precisely the case with welcome emails. Your very first interaction with your new subscribers, clients, or customers! Further, it’s a great way of letting new subscribers know more about who you are, from a broader perspective, and what all they can expect from your business. A welcome email is the first step that a business can take towards fostering a relationship with your newest subscribers that will last long. Reportedly, welcome emails on an average have four times the opening rate compared to 5 times the click-through rate for any typical email marketing campaign of a brand. As a business, it always makes a difference if you are making the most out of your welcome emails. On the flip side, there are still certain brands who are struggling to make a worthwhile first impression. Here’s a look at four such practices for best welcome emails that can give you a cue.
Setting the expectations right
A welcome email is more like your first date. It’s a great way to build trust, which in the coming years will help you create brand loyalists. You must start with proper acknowledgment and thank the person on the other end for choosing your brand. Next, you must live up to any promise made earlier to your subscribers through your welcome email. Say, for instance, if you have promised a free eBook or a discount on the signup page, you will need to make sure the subscriber receives it alongside the welcome mail. Failing to do so will not only leave your subscriber to feel cheated but also most likely lead him to unsubscribe from your list immediately.
Also, it’s imperative that you work towards establishing what your brand can offer for them to make them grow more receptive of future emails. In other words, it means higher engagement and lesser spam complaints from the other side.
Don’t forget to add your brand identity
For any brand out there, it is increasingly important that it stands unique. A welcome email is one such area where a brand needs to emerge in full glory. After all, it’s your first-ever chance to show your subscribers who you actually are and what makes you different from others in the row. Hence, it is essential that your emails can be recognized instantly. Every little detail holds importance here– brand colors, logo, the tone of your addressal; all contribute towards building your identity and creates an image of your brand before the subscriber. Besides, when a brand can stand out distinctly, subscribers will come to know exactly what to expect from all such emails in the near future.
Personalization goes a long way
This is perhaps the very baseline of everything that makes a good welcome email. Personalization! Welcome emails that bear a personal touch by tapping into subscriber information from signup details help connect with them readily. When a new subscriber receives your email, he will be delighted to see how you have collated his interest in your welcome email, which will automatically put you in his good books. If you lack user data to be used in your welcome email, use the mail itself to collect information about your subscribers starting with email preferences.
Bring your subscribers to your social media
New relationship beckons high engagement across all levels. It is solely because the subscribers are curious to know what more your brand has to offer. In all probability, this is perhaps the best possible time to take command with their vested interest and invite them to connect with you socially via your brand page. That way, they will have a chance to explore more about brand value and come to know what people like about your products or services.
Last words
If you are still struggling with the idea of getting a welcome email in place, you are definitely missing out on an important mode of communication. Not only that ruins your chances of making one helluva first impression but also a step to derail you revenue-earning avenues. For others, who already have a welcome email structure in place, you can up your game by creating a series of welcome mailers that will cement a long-lasting relationship with one and all subscribers.