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5 Features of Successful Welcome Emails

Nov 29, 2022
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When your customer first signs up for your email marketing list and starts receiving messages from your brand, the last thing you want is for them to wonder whether they should unsubscribe.

Luckily, a good welcome email message can help you meet their expectations and get them interested and even excited about building a relationship with your company. A good welcome email sets the tone for the rest of your interactions with your customer, ensuring they get what they expected when they signed up, allowing you to greet them and welcome them on board, which is an excellent start to your future relationship with them.

What is a Welcome Email?

Have you ever given somebody your contact information hoping to hear back from them as soon as possible, only to end up waiting days, or perhaps even weeks, to hear back from them? If you have, then you know how frustrating it can be. And if you are building a business, the last thing you want for your potential customers is for them to feel that way.

Welcome emails are a crucial part of any successful email marketing strategy. Somebody signing up to your email list means they trust your business with their contact information, so reach out and welcome them as soon as possible instead of leaving them hanging.

Why Send a Welcome Email?

A welcome email is the first email new contacts get after signing up for your mailing list. They are usually automated, allowing subscribers to receive them immediately or within a few minutes of signing up. There are many benefits of sending a welcome email when somebody subscribes to your email list, and over 70% of consumers say that they now expect to get one when they subscribe.

Since new leads are more likely to be engaged with your brand and message within the first forty-eight hours of subscribing, the sooner you reach out with a welcome email, the better. Compared to typical marketing emails, welcome emails also tend to perform better and have higher engagement rates. Some key stats:

  • Welcome emails can have up to a massive over 90% open rate.
  • Compared to other promotional emails, welcome emails generate an average of more than 300% more revenue per email.
  • On average, a welcome email gets four times more opens and five times more click-throughs than standard marketing emails.

Best Welcome Emails – What to Include

So, now you know just how important it is to send an engaging and exciting welcome email to new subscribers of your mailing list and start building the relationship between them and your brand, but what should you include in them?

1 – Best Welcome Email Examples – The Subject Line

With over three hundred billion emails sent daily, you can expect your subscribers to have crowded inboxes, which is why your subject line needs to stand out and grab their attention.

Subject lines in email marketing must do a lot of the hard work for you. With almost 50% of email recipients opening emails based on the subject line alone, it’s clear that they play a crucial part in getting your email noticed and looked at. Along with this, almost 70% of email recipients will use the subject line to judge whether an email is a spam – and report it as such – which is why getting this part right is crucial.

There are a few tips to keep in mind when it comes to getting your subject line right:

  • Keep it short and sweet, aiming for a length of between six and ten words.
  • Avoid using the word ‘newsletter’, which can decrease your open rate.
  • If appropriate, include a number which can earn a 1.3% higher open rate.
  • Drive the highest open rates by using personalised messages; something as simple as using the recipient’s name in your subject line can make a big difference.
  • If it’s in line with your brand image, consider adding emojis – subject lines with emojis have an over 50% higher open rate.

2 – A Welcome Email Should Make Subscribers Feel Welcome

The main aim of the welcome email is to do precisely what the name implies and make your new subscribers feel welcome. It is a chance to thank them for taking the time to sign up for your newsletter and let them know that you are looking forward to having them as a part of your brand’s community.

While this might sound like being polite and having some basic good manners, a little appreciation from your brand towards your new subscribers can go a long way in building a thriving relationship with them. Over 50% of customers say that companies are not providing the customer experience they want. They do not believe companies have their best interests in mind, so it’s essential to use your welcome email to show that you do. The customer experience is crucial due to some key stats:

  • Almost 90% of customers say they will pay more for a better experience.
  • Over 60% of customers say that a brand making sure they know they are appreciated and cared about is the best way to turn them into advocates for the company.
  • Eighty percent of customers say that their experience with a brand is just as important as the quality of the products and services it sells.

3 – Introduce Yourself

The welcome email is also an excellent time to introduce your brand and tell new subscribers who you are. You can use it to provide more information on whom they have just signed up to get updates and why they should continue opening your emails in the future.

Doing this can help your new subscribers get to know your business deeper, ultimately encouraging a better connection and relationship with them over time. This will allow you to build more trust with your readers from the beginning, which leads to a range of benefits, including customers that stay with the brand for longer, have a higher lifetime value, and recommend your brand more.

4 – Reward the Subscriber for Signing Up

The welcome email you send is an excellent opportunity to thank your subscriber for subscribing to your email list and reward them for doing so. If you shop online, you have probably seen this kind of thing in action – lots of eCommerce stores will offer a discount code to get money off your next order when you provide your email address to sign up to their email list, and it works.

Lead magnets are also a common incentive for getting digital product names and addresses on mailing lists. This refers to a free and valuable resource provided to new subscribers in return for signing up for the email list.

When you send a welcome email, it’s the perfect time to make sure that you are delivering on any promises you have made and providing your new subscriber with the discount or the lead magnet you offered them in return for signing up.

4 – Set Expectations for the Future

You can use your welcome email to provide further information that lets subscribers know what they can expect from you going forward. It’s an excellent opportunity to set expectations, such as how often they will hear from you and the content you’ll send them.

By providing this kind of information in your welcome email, you can make sure that subscribers stick around, as they know how often they will hear from you in the future. They are less likely to forget you if they don’t hear from you again for a week, for example, as you’ve already told them that you send emails biweekly. It helps to get subscribers excited for the future and anticipate your messages.

5 – Get to Know Your Subscribers Better

Sure, the main aim of the welcome email is as an opportunity for you to introduce your company and for subscribers to get to know your brand better. However, it can also be a great time to ask your customers more about themselves and do some research into them.

For example, you could include a survey as part of your welcome email to get answers to questions that would have been too much on the sign-up form. You can use the welcome email to find your customers’ pain points, why they signed up for your email list, and more.

A welcome email is often the first interaction between your brand and a new subscriber, and it can play a huge role in setting the tone for your future relationship with them.

Line and dots
Line and dots