Email Marketing Pro Tip: It All Starts with a Welcome EmailReading Time: 5 minutes
This article was last updated on June 7, 2021
When someone signs up for your emails, it’s an opportunity to make a great first impression…or even better – A SALE! While email marketing has its ups and downs, email marketing remains one of the most cost-effective marketing methods, if done correctly. On the downside, email recipients have the choice to opt-out of your emails by unsubscribing. Unsubscribe rates are generally around .25-.50%, according to MarketProfs.
When sending email campaigns, you want to keep your customers as engaged as possible to prevent them from wanting to unsubscribe. Additionally, you want customers to be engaged and interested in your emails. If they are not, then what’s the point of your campaign? Thankfully, there are several ways to keep your audience engaged and one of those ways is with a welcome email.
Wouldn’t it be so much easier just to add new subscribers as they come and not send them anything until your next email goes out? In this case, the easy way out is a mistake and, potentially, a lost opportunity.
It’s time to recognize how critical welcome emails are and take advantage of the opportunity to send emails to your new subscribers. Turn welcome emails into an ongoing challenge! Challenge yourself by determining how many new subscribers you can convert into a sale.
Are you wondering how significant this challenge is? Welcome emails get 320% more revenue than promotional emails, an 86% lift in the unique open rate, and a 196% lift in the unique click rate according to Entrepreneur.
Let’s explore some of the best welcome emails out there and gather some tips and tricks to help you create the perfect welcome email:
Make a Deal
What better way to welcome new subscribers than to offer them a deal or a discount? Offering a discount is an excellent way to get off on the right foot. This deal might also entice them to make a purchase. Perhaps they have been eyeing a product for some time but hesitate to pay full price. This discount code might be the push they need to make the purchase. A small discount code is an irresistible enticement for many that benefits both you and the customer.
Take this example by Kate Spade. This simple email is a short and sweet message that providers subscribers with a small discount code with a Call-to-Action button that directs them to the Kate Spade website so they can shop.
Guide your subscribers
Whenever you sign up for something new, whether it be a new gym or a new app, don’t you like to know how it works? Don’t you want to know how it can help you and where to find certain things? Well, the same goes for your new subscribers.
Check out this example by Lush. Lush provides a link to their website that will bring them to their “about” page. Whether the new subscriber is a long-time customer or just now learning about Lush, the email guides them to a page that provides them with all the information they need to know. Lush also suggests some popular products that the new subscriber could try. Linking some of your most popular items is a great way to introduce your products to new customers. How many times have you been somewhere new and asked for recommendations? Listing your most popular products is essentially the same thing.
Provide subscribers with valuable information
A welcome email is an opportunity to bring customers to your site, so why wait for the next email you send out? Take advantage of the opportunity to send them an email and provide them with links that will bring them to your site.
Consider this example by Madewell. Madewell does not load the new subscriber with a ton of content, but they do provide tons of links to their site. One way to do this is by providing readers with ideas for them to shop. Do you need to buy birthday gifts? The link to gift ideas is there for you in the email. Are you interested in monogramming and hemming? The link to that information is there as well. Or, you can browse new arrivals.
Make an introduction
Not everyone on your list is a current customer of yours. New subscribers need more information about your company and what you do so you can build a trusting relationship with them. You can provide them with information that explains who you are, what you do and how you can help them.
This example by Birchbox is an excellent example of an introductory email. Birchbox is a monthly subscription box where subscribers receive monthly packages of high-end beauty and lifestyle products customized for the subscriber. This welcoming email explains what subscribers can expect from the emails.
Build customer loyalty
Welcome emails also allow you to build customer loyalty right from the start. This welcome email by Starbucks is a prime example of how to build customer loyalty with a welcome email.
In this email, Starbucks tells its new subscribers that they will be the first to know about the latest news, promotions, and more. How do you think the PSL (pumpkin spice latte) trend became so popular? The PSL trend all started with brand awareness- which is precisely what Starbucks perfects.
This email by Starbucks is an excellent example of how they build customer loyalty. In the email, subscribers are invited to join their loyalty program where customers can earn free drinks and receive exclusive offers. How can you expect to build customer loyalty if you don’t share the program you have in place? If you have a loyalty program, a welcome email is an excellent opportunity to share it!
MailBakery: Turning your welcome emails into conversion machines
At MailBakery, we are here to help you create the perfect welcome email that attracts new email subscribers to your site. In turn, you have more opportunities to convert more readers into sales. Take these few tips into consideration and get started with MailBakery to turn your welcome emails into conversion machines!