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Welcome Emails: Making an Indelible First Impression to Subscribers
By Kari Johnson
With the increase in the popularity of inbound marketing, it is important that we take every aspect of it seriously. Email marketing is an indispensable channel to drive inbound sales. It can be effectively used to promote your products or services to the subscribers and build better brand visibility.
Out of all emails, a welcome email plays a major role as it is the first email that your subscriber receives.
Why welcome emails?
Add more value to brand:
The subscriber has signed up to our brand with some expectations in their mind. As competition is getting more and more intense, you ought to send out valuable content that would appeal to your subscribers.
A welcome email is like rolling out a red carpet for your new audience. It sets the communication platform between you and the subscriber. Give your subscriber a glimpse of the content they can expect in future. As a result, there are more chances of them being hooked to your brand to know what is coming next.
For example; you can add links to your resources that can help the subscriber “get started”.
Help you make a great first impression:
One of the essential reasons you should be sending welcome email is to imprint a great impression on your new subscriber.
Take full advantage of your welcome email by including information that can kickstart your relationship with the subscriber.
Add information about your brand, your brand history and offer exciting incentives to engage your subscribers better.
Get them excited about things they can expect. Provide them with reasons why being part of your email list can color their world.
Get great open rates
Welcome emails stand a higher chance of being opened as your subscribers are most likely to expect it in their inbox.
Tips to keep in mind before designing welcome email
Welcome them with freebies:
The best way to make you new subscribers happy is to welcome them with free offers and discounts.
For example, if you own an ecommerce store, you can provide them with free shipping on the first order so that they have a great reason to shop from you.
See how Gap does it through their welcome Email.
Generate more traffic with social media links:
A welcome email is a great opportunity to enhance your social media traffic and bring more visitors on your website.
Add social media links to the welcome email so that it encourages alternative mode of interaction for the subscriber.
See how Freedom does it by adding the social media links in the email footer.
Include an enticing “Call to Action”:
Hit two birds with one stone. Don’t just use welcome emails to introduce your brand, use it to prompt your subscriber to take the next action.
Duolingo puts an interesting CTA that would entice the recipient to ‘start practicing’ their language course.
Pro-tip: Allow your subscriber to set preferences and provide a link that redirects them to the preference center.
Craft a welcome email series
A welcome email series works better than a single email. Here’s an example to help you execute it.
In the first email of the welcome series, UncommonGoods sends out a sweet welcome note that introduces their brand and product artists to the new subscriber.
The next welcome email by UncommonGoods showcases the huge spectrum of products that they have. The email is a bit long but certainly worth the scroll.
The third email by UncommonGoods paves avenues for the subscriber to know the brand better through their blog and social media channels like Instagram, Facebook, Pinterest, and Twitter.
Not having a welcome email can cost you a considerable portion of your revenue in addition to subscriber engagement.
If you have not yet thought about a welcome email for your brand, now is the time to do it… and we are pretty sure these tips will help you get it right.
Do you have any other ideas to create effective welcome emails? Do let us know in the comments below.
Katie has been living and breathing email marketing for the better part of a decade. Katie is connected with InboxArmy, A professional email marketing agency that specializes in providing advanced email marketing services from production to deployment. She brings experience working with a variety of clients, ranging from big retail brands, like Staples, to healthcare and nonprofit. Katie’s track record of success includes building email programs from scratch and using data-driven strategies to turn around under performing accounts. When she isn’t dreaming up the next amazing subject line, you might find her out on the golf course or designing pallet tables.
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