4 Features of Effective Welcome Emails Your Business Should be Using
Your welcome emails play a vital role in setting the tone for future interaction and communication with your newest subscribers, customers and clients.
They’re one of the first major steps towards long term success in email marketing and brand loyalty. In fact, studies show the average open rate for welcome emails is 50 per cent, making them 86 per cent more effective than the average newsletter or promotional email.
Therefore, it’s so important to get off on the right foot by making a great first impression to ensure customers like what they see and avoid them hitting unsubscribe right off the bat. And the best thing about welcome emails is that it can be a completely automated online system.
To put you on the right path to nailing your intro emails, here are the four most important features of effective welcome emails to keep in mind.
When it comes to the timing of your welcome emails it’s definitely a case of ‘time is of the essence’. Studies show the most effective welcome emails are the ones sent promptly, in real time on the same day that the person subscribed.
This makes a whole lot of sense when you think about it. The reason welcome emails work so well is because they arrive when the subscriber’s interest in your product or service is peaked and front of mind, where if you wait a few days their interest is likely to diminish resulting in lower open rates and less eagerness to engage with the content.
2. An ‘Open Me’ Subject Line
Welcome emails work best when they have an engaging and succinct subject line. It’s also wise to use ‘welcome’ up front so the intro email doesn’t get lost in a crowded inbox.
Using personalised subject lines in your welcome emails is an easy way to increase the likelihood of your subscribers opening and interacting with your content.
Studies have shown using a recipient’s first name in the subject line increased the chance of the email being opened by 14.68 per cent. So catch their eye by working their name, and /or a specific product or service they’ve shown interest in into the subject line and watch those open rates rise.
3. Set Expectations
From the outset let new customers know what they’re in for in terms of the content and frequency of your follow up emails. It can be very frustrating for consumers to get inundated with daily emails of irrelevant stuff without being informed that they would be.
A proven way to increase readership and reduce unsubscribes is to let subscribers know just how frequently you’ll be checking in, whether it’s daily (as below), weekly, monthly or another time interval, and what content you’ll be sending.
At this point if a subscriber decides that the type of frequency you outline may be too much, make sure it’s an easy process for them to opt out. This saves you from being marked as spam because they couldn’t figure out how to unsubscribe, leaving a line open for future communication from your company.
Also add in a request for your subscribers start following you on your social media channels. This way if they unsubscribe from your email list down the track you’ll still have a means of communication and presence in their life.
4. Value Add
Welcome emails are the ideal moment to talk about the benefits and uses of your product, provide an introductory reward (i.e. a discount or gift) or give links to free resources and guides on how to get the most from the product/service. This shows subscribers they’ve made a good decision by getting on board and makes them feel like they’re a part of a special club.
Use a call to action like ‘Start shopping’, ‘Download our app’ or as Airbnb did below ‘Find a place to call home’ to drive customers back to your website to make a purchase or booking.
Also always make sure your reply email address is linked up properly so your VIPs can easily get in touch. It’s not a good look to send out a welcome email from no reply email address, as it sends a subtle message to people that you don’t really care or want to hear from them.
Don’t get too stressed about formulating the perfect welcome email. At the end of the day the most important thing is to make subscribers feel welcomed and valued to lay the foundation for a long term mutually beneficial business relationship.
Do you have any other sure fire ways to make sure your welcome emails are read? Please share them with us via the platforms below.
Larissa Gardner is a blogger, social media strategist and marketing coordinator at arguably Australia’s best looking, banner-ad free real estate website homely.com.au. With a superb devotion to product innovation, user-centred design and innovative marketing platforms for real estate agents, homely.com.au helps millions of Australians find their next home easier and faster than ever before.
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White Chalk Road are a specialist Search Marketing Agency based in Perth, with over 20 years’ experience in the industry. As a Google Premier Partner, WCR specialise in SEO, Search Marketing, Advertising & Marketing Automation. WCR help Perth businesses, across both B2B and B2C markets, who need help being found online by their customers.
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