A welcome email is the first email communication a company has with a prospect. It is often a part of onboarding emails that help users get acquainted with the brand.
- Why welcome email is important
- How to write a welcome email
- How to send a welcome email with SendPulse
- Welcome email examples
- Welcome email best practices
Welcome emails enable brands to set the foundation for the kind of cooperation they will have with their subscribers. Given that these emails are sent after purchase or upon subscribing to a company’s newsletter, many of these messages are read which, in turn, means that the impression they give the reader is what they will hold over time.
According to an Invesp infographic, 74 percent of people look forward to receiving a welcome email after subscribing to a brand’s email list. So, to ensure that these emails get to customer inboxes as soon as possible, it makes sense to work with a reliable email marketing service. It offers ready-made email templates, flexible email campaign builder, a bunch of useful features and authentication options for better deliverability.
Why welcome email is important
Welcome email not only sets the tone for further cooperation with a customer but helps reach the following goals:
Engage customers better
Welcome emails have the highest engagement levels when compared to other email types. As such, they give a business the perfect opportunity to engage new subscribers and convince them to act. According to the infographic referenced above (Invesp), welcome emails have four times more opens and five times more clicks than other marketing emails. Moreover, these emails have a 50 percent average open rate thus making them 86 percent more effective than newsletters.
Welcome emails are sent to new subscribers automatically. Hence, they keep marketers from having to connect with new leads manually which is often a time-consuming task. With SendPulse Automation 360, you can set a welcome email campaign once and let the service do the rest for you.
Decrease spam complaints and unsubscribes
Welcome emails introduce a brand to the customer. As such, the next time the business sends an email, the customer will be receptive of it. This will, in turn, reduce the chances of them raising spam complaints or unsubscribing.
Send relevant campaigns
Brands usually add the link to the Preference Center where subscribers can choose the desired email frequency as well as the content to receive. This way, the brand can create different user segments to meet subscribers’ needs.
Increase customer loyalty
With the right welcome email campaigns, businesses forge lifelong relationships with customers. How so? These emails enable marketers to develop a sense of community in the recipient. For instance, an email with a message such as “Welcome to the club, Anne!” will make Anne feel like she belongs somewhere. In turn, she will feel loyal to the brand that sent her the message.
Another way welcome emails foster customer loyalty is by providing readers with several opportunities to interact with a company. These emails give marketers a chance to add links to websites, blogs, and social media accounts related to their brand.
Allow to segment a mailing list
Welcome emails also enable businesses to make informed decisions that go a long way in boosting customer loyalty. Marketers can use these emails to collect useful data on leads. After that, they use that information to precisely target their customers. And by providing them with a better experience, customers become more inclined to stay.
How to write a welcome email
Here are useful tips for writing welcome emails:
- Introduce the business. Marketers should use welcome emails to share more information about their business. It is necessary to include an easy-to-spot sender name in the email as well.
- Give thanks. A marketer should write a “thank you” to show that they appreciate customers’ decision to subscribe to their messages. An image, suitable GIF, or a single line of text can achieve this.
- Write an attention-grabbing subject line. Craft a unique and clear subject line. To come up with an effective one, do several A/B tests to identify the one that generates the highest click-through and open rates.
- Set expectations. Provide information on the frequency customers will receive emails from the business. Besides, it’s a good practice to let customers set the email sending frequency. This way, you will have fewer unsubscribes and spam complaints.
- Offer value upfront. Do not overwhelm your customers with trivial marketing messages. Instead, focus on discounts, tips and tricks, and other valuable information that encourage them to purchase.
- Personalize the message. Personalized emails appeal to the target audience more than generic content. You can use SendPulse to send more targeted emails that yield higher open and click rates.
- Write a relevant and clear call-to-action (CTA). Create effective CTAs that guide the reader to the next step. However, do not confuse the audience with tons of CTAs in the email.
- Share useful resources. Provide links to relevant content and resources to get customers more engaged with the company. Videos, guides, blog posts, are some of the resources brands can share with their audiences.
- Get social. Link out to social channels related to your brand. Doing this will enable customers to connect with the business on other platforms such as Instagram, Facebook, and so forth.
How to send a welcome email with SendPulse
You can either send a particular welcome email or a welcome email campaign as an automation flow. SendPulse provides users with Automation 360 to set up email sending in advance. Set conditions, goals, manage your mailing lists, and monitor efficiency to improve the strategy on the go.
Follow this step-by step guide to create and send a welcome email automatically in SendPulse.
Welcome email examples
A welcome email from Airbnb. This message is sent to people who sign up on the platform for the first time as a means for introducing the service to them.
National Geographic sets the expectations in the welcome email, offers top content, and collects the data for segmentation with the help of the section “Which best describes you?”.
This welcome email from Bed Bath and Beyond informs readers about the discount and goes on to highlight other perks the subscriber will enjoy.
Welcome email best practices
Here are some strategies that can help marketers to make the most out of welcome emails:
- Send a welcome email right after subscription.
- Use these emails to set expectations.
- Provide options for further mailing list segmentation.
- Tell subscribers about the benefits of joining your mailing list.
- Personalize the messages in the welcome emails.
- Give a chance to set email preferences.
- Send a welcome email to develop relationships with the client. Make use of the tips provided and rely on professional marketing platform!