You’ve worked hard to grow your email list, so it’s time to turn those subscribers into paying customers. In this article, we’ll explore how you can leverage welcome emails — one of the most important aspects of email marketing — to turn your subscribers into brand ambassadors.
“The first email you send a subscriber should be identical to the email you send your best customer — because that’s what they are!”
The first email you send a subscriber should be identical to the email you send your best customer — because that’s what they are!
This is important because it helps you build trust and rapport, which is key in retaining subscribers. It also shows that you are listening to their needs.
“From the subject line to the closing paragraph, every component of your welcome email is an opportunity to make a good impression.”
Welcome emails are an opportunity for you to make a good first impression on new customers.
Here are some tips for making sure yours does just that.
- Make your subject line clear, concise and relevant. When writing your welcome email, take a look at what other companies in your industry are doing in their subject lines—and ask yourself if they’re really making the most of this opportunity to grab attention. If you’re sending out a really long email with lots of different parts (for example, multiple links inside), it might be helpful to break up the content into separate emails instead of including everything in one giant message.
- Make sure the body of the email is relevant and engaging without being overly promotional or salesy; include key benefits but don’t force them down readers’ throats! Remember: You want people who signed up because they liked something about your brand (like its price point) or product (like its high quality), not because they were duped into signing up after being tricked into clicking on an irrelevant link somewhere else online just so that they could get access to free shipping on their next order from Amazon Prime Pantry (£4/book).
- Make sure there’s nothing missing from this email – no links, no images – so that every reader will have everything necessary in front of them when deciding whether or not these “deals” are worth taking advantage of now rather than later.”
Read our white paper, ‘Copywriting for email’ for more information.
“While only 45 percent of subscribers expect to see a welcome email soon after subscribing, 77 percent are happy when they actually receive one.”
You may be wondering how long to wait before sending your welcome email. While only 45 percent of subscribers expect to see a welcome email soon after subscribing, 77 percent are happy when they actually receive one.
The most common time to send a welcome email is within 5 minutes of a subscriber signing up (47%) or 24 hours of a subscriber signing up (32%). However, the most effective time to send an initial welcome email is within 5 days at 42%.
“Make sure your welcome email includes your logo, social media links and contact information. Be sure to also include an unsubscribe link, as required by law.”
- Make sure your welcome email includes your logo, social media links and contact information. Be sure to also include an unsubscribe link, as required by law.
- The first thing a new customer will see when they open their inbox is your logo, so make it count! You want them to immediately recognize who you are and what you do. If they don’t know the name at first glance (like a one-person operation) be sure that there is another callout like “Stacey’s Equestrian” or “Your Farm”.
- After that, people need to know how they can reach out if they have questions or concerns about their purchase. Your social media links are perfect for this because they’re quick and easy ways of communicating with customers in real time on platforms where everyone already spends most of their time anyway (Instagram stories). Just make sure that whatever link you choose—Facebook Messenger? Direct messages?—is working properly before sending this email out into the world!
“Welcome emails don’t have to be difficult — just say hello! A simple subject line like ‘Welcome’ or ‘We’re excited you’re here!’ will do the trick.”
You don’t need a long, complicated email to welcome your new subscribers. Just say hello! A simple subject line like “Welcome” or “We’re excited you’re here!” will do the trick.
Make sure you’ve got a clear call to action in your email copy: let them know what they can expect from the rest of their experience with your brand, and encourage them to take the next step by signing up for updates or downloading an ebook.
Include links that explain where else they can get help with common questions, like how to unsubscribe from emails if they change their mind about being on your list (this is important!) and how to read through our privacy policy and terms & conditions (also very important!).
Finally, make sure that everything is easy-to-read so those new subscribers have no trouble understanding all of this information right away.
“Your welcome email is unique and personal. Take advantage of that by writing in a conversational tone.”
Your welcome email is unique and personal. Take advantage of that by writing in a conversational tone (and maybe even adding emojis).
Our white paper, ‘Copywriting for email’ outlines tried and tested techniques to sustain interest. If you follow these steps you won’t go far wrong 🙂
Short & punchy
Bite-sized copy is easier to read. Make your important points faster.
Clarity before clever
Forget fancy wordplay. Just get to the point. Fast.
Be focused
Try sticking to a single ‘story’. People don’t read emails, they skim them, so give one thing to focus on at a time.
Bullet lists are your friends
Good place to put features. Supporting information builds confidence.
Personalise if possible
We are attracted to our own name. Draws the reader into a message, skim more slowly, and pay closer attention.
Add more ‘you’
Remember the most important mantra in copywriting… so what’s in it for me?
Having a great relationship with your customers starts with a thoughtful welcome email. But that’s not all; keeping them engaged with emails afterwards is just as important.
Welcome emails are the first touchpoint between you and your customers, so it’s important that you approach them with care.
If you want to create a great relationship with your users, then having a thoughtful welcome email is one of the best places to start. However, having a great relationship with your users starts before they even sign up. A bad welcome email can kill any chance of making an impression on someone new, while a good one will leave them feeling like they made the right choice by using your product or service.
The welcome email is also an opportunity for you to establish trust and build rapport with new subscribers who might not have heard of yours yet; this way when they do hear about it – either through word of mouth or online mentions – then there’s already some familiarity built between them and your brand which makes it easier for them to commit themselves further down the line (like when there’s another update from us!).
Conclusion
If you keep these best practices in mind, we’re confident you’ll be crafting an email that your subscribers love—and that gets your relationship off to a great start!
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