I recently discovered a retail brand with unique products that I loved. As a smart shopper (and email marketer myself), I subscribed to their emails. Sure enough, I received a welcome email introducing the brand, outlining future email content, and offering a welcome discount! It was perfect! A welcome email is the initial message a business sends to a new subscriber. It not only confirms the subscription but also presents a prime opportunity to engage potential customers and understand their preferences. We’ve observed that, on average, welcome emails achieve 4x the open rate and 5x the click-through rate compared to standard email marketing campaigns. That’s significant!
Crafting an effective welcome email is crucial. Here are four strategies to enhance yours:
1. Act Fast
Speed is essential for impactful welcome emails. In fact, 74% of consumers expect a welcome email as soon as they subscribe. Given this anticipation, capitalize on the engagement by promptly sending a welcome email that confirms successful sign-up and initiates a positive interaction. Another reason for swift action: 45% of first-time purchases by new subscribers occur within 24 hours of subscribing.
2. Get Personal
Personalization is key, so go beyond a simple “Hey [First Name].”
During signup, request more than just an email address or first name. For instance, ask for a zip code. This enables the welcome email to provide information about local stores using dynamic content. If you prefer not to collect additional information upfront, utilize the high engagement rate of welcome emails to request it within the email itself. Each data point gathered enhances list segmentation and allows for more relevant content delivery later.
3. Honor Commitments
Always fulfill promises and only make promises you can keep. If you offer a signup incentive, information, or deal, deliver it promptly. Maintain consistency with any promises made in the welcome email throughout future interactions. Trust is fundamental to any successful relationship—respect and nurture it.
4. Keep it Concise
Well over half of all emails are now opened on mobile devices. Given limited screen space and shorter attention spans, ensure your welcome email focuses on greeting the new subscriber, providing a brief brand overview, and guiding them toward your desired call to action. However, it’s unrealistic to convey everything about your brand in a single email. Consider a welcome email series to provide more comprehensive information to your subscribers.
Crafting a Powerful Welcome Email Series
A welcome email series can significantly benefit your email marketing program. Listrak tracked the email campaigns of 1000 top retail companies and discovered that a series of welcome emails generated higher average revenue compared to a single welcome email or none at all.
Email #1
Tip: Send your initial welcome email immediately after a new subscriber signs up. This first message should include a simple thank you or welcome note. If a discount code or incentive was promised, deliver it here. Inform subscribers about your email frequency. If available, include a link to a preference center so subscribers can customize their preferred frequency. Above all, the first email (and all subsequent welcome emails) should reflect your brand identity and serve as a warm invitation to join your community. Uncommon Goods exemplifies this approach with their welcome email series for new subscribers. Their first email greets the subscriber and offers a glimpse into the brand’s story, highlighting their artisans, ethics, and values.
Email #2
Tip: Send this email 1-2 days after the first. This is an opportune time to learn more about your subscribers by requesting additional details, such as birthday, preferences, location, etc. As mentioned earlier, this information enhances list segmentation and enables the delivery of more targeted and relevant content. Alternatively, you can use this email to introduce your product categories or services, similar to this second email I received from Uncommon Goods.
Email #3
Tip: Send this email approximately 2-3 days after the second. This email is an excellent opportunity to connect with new subscribers on other platforms where you have an active presence, such as Twitter, Facebook, and Pinterest. Encouraging email subscribers to follow you on these platforms helps transform them into loyal brand advocates. This third email from Uncommon Goods illustrates this principle effectively.
NOTE: Based on your usual marketing email frequency, consider excluding new subscribers from your regular mailing list until they’ve completed the welcome series. This prevents overwhelming them with too many emails initially.
Welcome Emails: The Key Takeaway
If you don’t currently have a welcome email in place for new subscribers, prioritize implementing one immediately. You’re missing a valuable opportunity to make a positive first impression and potentially generate significant revenue. For those with an existing welcome email who want to deliver more content early on, a welcome series is an effective solution. Leverage this opportunity to create compelling content that establishes a strong foundation for long-lasting subscriber relationships.