5 Tips to Create a Memorable Welcome Email
Your prospects are important to you. You understand the need to keep them interested and willing to take the next step. Now, if you have not done a good job at the first point of contact, then it becomes an uphill task to convince and convert them. This is why the welcome email is an important part of your lead nurturing program. As with the old adage- First impression is the best impression, you need to ensure that the first email you send your prospects connects with them and gives them a clear picture of your intend with them. Welcome emails are essentially the sneak preview you give these prospects of your brand, what you do and how your brand is going to make like easier for them.
Welcome emails and what it does
Welcome emails are used by brands in various ways. These can be conservative, aggressive, funny or straight forward.
Here are a few things that a welcome email does.
- Subscription confirmation
The welcome email is an in fact a subscription confirmation mail. That is the basic function of a welcome email. Nowadays people give up their email addresses on the internet pretty fast and they also forget that they have done the same with the same speed. Now the subscription confirmation mail aka the welcome email lets them know that they have been added to your list, and that they are looking forward to getting regular mails from you.
- Increased deliverability
Once you send the welcome email or the subscription confirmation mail, it is a necessary step in ensuring that you are legally allowed to mail the recipient. Double opt in can be done here to increase engagement and seal the deal. You can ask to get white listed which increases your sender score.
- Set up the future trail
Welcome emails set the tone for all the emails that you will be sending. It should be similar in design to the large part of the emails that you will be sending. The brand colors, types of font and the call to actions are going to be kept similar to increase brand recall. Whatever you send in the welcome email becomes the bench mark for future emails. This is why the welcome email has an extremely important place in the hierarchy of email marketing.
- What’s in it for me?
The welcome email ensures that you set the standard for the emails you will be sending. It should be clear about what you will be sending them, is it deals, offers, newsletter, content updates and so on. Stay within what you have promised. Do not send unnecessary stuff that deviates largely from the set standards. This can turn off prospects can lead you to the spam box real fast.
Here is a classic example of a welcome email that gives the reader exactly what they are looking for. It gives them a rebate, asks them to add your address in their address book and allows them to shop easily.
How to make welcome emails click
Welcome emails come in all shapes and sizes. There is no one size fits all approach. Your brand, what you sell; the markets you are looking to capture and the type of audience largely influence the type of welcome emails you should be sending. Welcome emails can also be the transactional mails that you send your customers after they have made their first purchase with you. It need not just be the invoice; it can be a lot more than that! Nevertheless, there are some standard protocols that you should follow which make your welcome emails pop and get the engagement and attention you are looking for.
- Make it personal – Make it as personal as you possibly can. Address them by name, always. This has become a standard practice but sadly, there are many email marketers who do not utilize the benefits of personalization. If you have accumulated a certain amount of personal information from the sign up form, use it appropriately. If they have given you preferences such as time of receiving mail, what type of emails they are looking for, reiterate them in the welcome mail. It increases trust with the prospect who consider this as a sign that they are not just on any random list and that your brand cares about their preferences. Create the welcome email in the same format as all the other emails you have lined up for them. People see first, they read later.
- Do not forget to thank them– Thanking them for signing up on your mailing list connects with your prospects as a token of appreciation. Prospects today have a lot of choice, a lot more than a decade ago and getting them interested is not easy-appreciate them for it. Welcome emails are also called thank you emails and there is a reason for this. Everyone likes appreciation.
- Immediate connect– Deliver your welcome email as soon as you possibly can. It does not matter which geographical location they are in. if they have signed up with you, they are awake and they remember you. Sending them the welcome email instantaneously increases engagement. Non receipt of a sign up breeds’ suspicion and the more time it takes, the more suspicious subscribers will become. It decreases the chances of them taking action as you have lost the golden opportunity of connecting immediately. The chances of the welcome email being opened decrease tremendously as time passes.
- Provide incentive– Provide the right incentive at the right time and your welcome email is the best time to do it. A good offer for first time purchasers gets you a sale and they will look forward to more such offers. It is one of the fastest ways to convert a lead into a purchaser!
- Give them good content– Subscribers today look for quality content. Give it to them. Link your resources onto the welcome email. This way, you are creating a path for them to navigate to your site. This increases engagement and site visitors to various pages that you would want them to visit. You can effectively map your sales cycles if you get your prospects to take action from your welcome email itself.
Welcome emails have changed from transactional mails to engagement generators today. Use these 5 points to improve your chances of getting a sale or a click to your website and also lifelong subscribers to your brand.