Think of the welcome email as your readers’ first impression of your business. Welcome emails have the highest delivery rate, open rate, and click-through rate. A welcome email should be friendly, welcoming, and informative, and “wow” your audience, thanking them for joining the party! Send a welcome email immediately after your audience has registered so that they understand who you are, their expectations of your business, and you can build trust with your audience.
Several recent studies have shown why the welcome email deserves our attention. According to a current return path study, the average read rate of a welcome emails is 34% – 42% higher than the average read rate of all other types of emails. According to this research, the average email reading rate is 24%.
The Ten fundamental components of a powerful welcome email
Sending welcome emails on time will make a difference. The difference is enormous. Welcome emails work well because you send them when your subscriber’s interest is at its peak. Even if you wait a few days, your subscriber’s enthusiasm may diminish, resulting in a lower participation rate.
When sending a welcome email, timing is of the essence. Now is the time to give subscribers with the information they want from the beginning.
A clear headline.
Welcome emails work best when identified but be sure to add sparks of interest to get their attention. To quickly identify welcome emails in crowded inboxes, many marketers use the word “welcome” at the beginning of the subject line.
If you asked for the subscriber’s name or other information during registration, now is the ideal time to use it. Regardless of whether you use their name or not, it is always good to welcome new subscribers. Of course, adding personalization can help any email. Emails with custom subject lines are 26% more likely to be opened.
Remember to set up your registration form so people know what information to enter in each field. For example, if you want the first name, mark the area as “first name” instead of just “name”; otherwise, you can put the first and last names together.
Instruct subscriber’s what to do next.
Don’t make new subscribers wait for your following newsletter. Instead, use the welcome email to recommend your best content. If you have an e-commerce business, your goal would be to get subscribers to make purchases. Therefore, please do not hesitate to provide products or services in your welcome email.
Give subscribers a gift.
Welcome emails are a great place to give new subscribers something special. Usually, this is your first order or a discount for some excellent free content.
Ask subscribers to follow you on social media.
Adding some links to your social network in your welcome email is a good start, but if you go out and ask new subscribers to follow your business, the effect will be better.
Request subscribers to add you to their contact list.
Here is an excellent opportunity to maintain your delivery rate and make it easier for subscribers to find your email in the future.
Include a unsubscribe link.
It may sound crazy, but even when you join and welcome subscribers, you should always let them unsubscribe easily at any time. Most email service providers will automatically include a link to unsubscribe. It is a requirement of CAN-SPAM and, in addition, for GDPR, respecting user preferences is essential.
Ask subscribers to recommend friends.
We can build a robust email list here. Just as recommended customers are often high value, recommended email subscribers tend to be more engaged than subscribers from other sources. When someone we know suggests something, the recommendation usually has higher credibility. As you know, a small group of highly engaged subscribers is as good (if not better) than many less engaged subscribers. Even Google uses this technique of recommending friends.
Find out what they want.
Sometimes information is priceless. To do this, you can use the enthusiasm of new subscribers to understand what they want. You can obtain this information by using surveys or by asking questions in the welcome email. You can also try progressive analysis. This technology may seem super techy, but it is not difficult. When visitors visit your website and perform various actions (such as downloading multiple guides, visiting different pages), different fields are displayed on each form, allowing you to obtain added data points, and only requiring visitors to provide two areas at a time. You will eventually get a better user experience and more information that you can use in the future.
The welcome email is the first step to a successful email marketing campaign. Performing these actions not only help you build a solid subscriber base but also help you strengthen your bottom line.
Your welcome email may contain all these items, or only a few items, depending on your business needs. The most important thing is to send an attractive welcome email to every new subscriber.