Why Welcome Emails Are Super Important

 
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If you’re tempted to just add new subscribers to your email list, without sending them welcome emails first, don’t! It would be a huge mistake and you’d be losing a crucially important opportunity.

Successful small businesses recognize how very important a first impression is. What they say is true – you never do get a second chance at a first impression. Whether someone walking into your store for the first time, calling your office or getting a first look at your website — you do everything possible to make sure your customers first impression of your brand is a positive one. Your first contact with people who choose to share their email address with you is equally, if not more, important.

A welcome email sent promptly (within 24 hours) is the perfect way to greet your new subscribers and ease them into your list before you start sending regular communications.

A marketing trends survey conducted by Campaigner® found online marketers are aware of the power of first impressions and are capitalizing on welcome emails to boost customer engagement and conversions.

  • 39% of marketers surveyed said the first email content new subscribers see from their brand is a thank-you-for-subscribing message, and they seem to be working

  • Nearly half of the respondents said 21% or more of their new subscribers engage with their welcome email

The top reason these stats are so impressive is when someone consents to share their email address with you, your business is on their active radar. By sending a welcome email right away, you’re availing yourself of the opportunity to engage them with compelling content and special offers.

“It takes just seconds within meeting someone to form a lasting impression,” said EJ McGowan, general manager, Campaigner. “Unsurprisingly, first impressions for brands are just as critical and time-sensitive. Marketers who quickly deliver engaging welcome emails to new subscribers will see greater success in conversions, while also building brand reputation.”

One Welcome Email Might Not Be Enough

Your welcome email sets the tone for your email relationship. It creates trust and helps you establish a relationship with your customer.  When you’re just sending one welcome email, the natural tendency is to include too much. The more information you try to fit in a single message, the less effective your welcome email becomes. People reading it can get overwhelmed, which is definitely not what you want.

So, if you find a single welcome email doesn’t let you say everything you want to, you need to consider putting together a series of welcome emails.

A welcome series give you control of how your subscribers are introduced to your brand. The first thing to do is figure out what you need to say. Make a list of bullet points and then determine how many welcome emails it will take to say everything without overwhelming your audience.

Generally, a series of three welcome emails will get the job done. Each welcome email has its own purpose:

  • Welcome email
    Thank them for joining you and explain they’ll be received two more emails from you over the next few weeks. Then tell them what the can expect to receive from you after that and how often. It’s highly recommended that you provide some sort of instant gratification (infographics, ebook, etc) and a link to access it.

  • Invitation to connect on social media
    Invite them to connect with you on social media and make it easy with social media buttons.

  • Learn more about them
    Invite them to share what they are interested in with a mini-poll If you have multiple targeted email campaigns or newsletters, this lets you target with precision.

If you need help getting started developing your welcome emails, find yourself getting stuck or have more questions, just let us know.

 
 
Bob Levy