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When a customer creates an account or signs up for your newsletter, they are saying, “Hello, I’m interested, tell me more.” Good manners aside, you’d be crazy not to respond to with a welcome email (or 3) in a timely fashion. With the right welcome email strategy, you can turn opt-in visitors into brand loyalists.
What is a welcome email series? A set of pre-written messages that are scheduled to be sent to anyone who opts-in.
What do welcome emails do? They engage potential customers with useful content at the most critical time in your new relationship.
What do we mean by timely? One study found that 74% of consumers expect an email within 15 minutes of when they subscribe.
So, how do you send a series of engaging, useful, and timely emails to everyone who signs up? You do it automatically with simple marketing software! But first, consider:
By opting-in, customers give you permission to message them.
Wes Rangel, Director of Business Development at DotcomWeavers says, “For most industries, only half of your competitors have a welcome email strategy. If you implement a good one, you will stand out.”
Here are 7 reasons why you should give new customers a warm welcome:
Now, are you ready to win more customer loyalty? In the rest of this article we’ll discuss how to:
Your industry, brand, and audience should determine the tenor of your welcome emails. While you should make your welcome email message your own, there are a few key points all welcome emails should address:
Do these points remind you of anything? If the basic structure of a first date comes to mind, then you’ve got it. Sell yourself – nicely and honestly.
Of course, goals will vary by company. You may want people to download an app, visit your social media profiles, or give you additional information. We’ll show you how to do all that – just make sure you know your goals.
Now, let’s look at a 3-part welcome email strategy to get you started.
Before we dive in, just remember: this isn’t rocket science. Welcome emails should be fun to create (for you) and receive (for your potential customers).
For eCommerce businesses, we recommend sending opt-in users a series of 3 emails over the course of a week.
We’ll go into detail below, but if you are short on time, a good email welcome strategy could look like this:
Email 1: Sent immediately after registration. It says, “thank you”, tells the recipient what to expect, and whitelists your email address. If you promised a discount code for opting-in, make sure you give it to them.
Email 2: Sent 72 hours later. Be helpful. Deliver your best piece of content, or get users to your most popular page. Help users get started on your website.
Email 3: Sent 7 days later. Offer an exclusive “members only” deal, such as free shipping, and introduce some featured products.
Keep your goals in mind. Instead of an offer in email 3, you might choose to invite recipients to follow you on social media. Whatever you ask for, make it worth their time and effort!
Remember what we said about being timely? Have your system send this first email out immediately. This email thanks the person and lets them know their signup was successful. It’s also your first impression email. It should:
Here’s a great first welcome email example from Kate Spade:
You opened a curiosity loop in your first email. Keep your promise and close it in the second.
For a great example of a soft-sell (so soft you can barely see it), check out this email from InVision:
Maybe your latest opt-in user has made a purchase or maybe they’re still warming up to your brand. In part 3 of your welcome email strategy, you deliver unexpected value to build trust. It just might help them convert.
As you get farther down the welcome email series, remember to follow your analytics to see what’s working and what isn’t. Adjust your welcome email strategy until something (and someone) clicks!
Remember, this 1, 2, 3 approach is just a place to start. Depending on your business, you may want to adjust the sequence or content. If you don’t sell products but want visitors to download your app, adjust your welcome email strategy accordingly. The same goes for asking new users to follow your social media. Here are a few more ideas to consider:
And there it is. To solve your problems, all you need to do is find creative ways to help solve your customers’ problems!
We’re almost done. By now, you know more about welcome email strategy than most of your competition – and it’s going to pay off. Let’s see how to put your new strategy into action.
Most content management platforms have built-in email automation software or useful plugins/add-ons to help you. They can help you deliver a personalized feel with minimal effort.
Now is the perfect time to set up your welcome email strategy. For a small investment of time, you’ll earn more repeat customers and build excitement over your brand – automatically.
Welcome to next-level email marketing.