Attracting prospects is a huge part of a business, and it can be successfully done by communicating effectively via welcome emails. Welcome emails are the initial form of communication with potential customers. Through these, you can establish the brand image and portray the kind of cooperation you will provide to the customer.

Welcome emails are sent when either a customer has made a purchase, or they have subscribed to the brand’s email list. Since customers almost always expect welcome emails after doing either of those, you must ensure that they are delivered on time. It is suggested to use a good email marketing service to make use of ready-made templates, flexible features, and quick email deliverability.

How To Write An Effective Welcome Email?

How To Write An Effective Welcome Email

Step 1: Introduce the Business

Through welcome emails, brands can introduce the business to its subscribers or customers with relevant information in sync with what the brand stands for. Also, the sender’s name in the mail must be easy to spot.

Step 2: Thank the Customer

Appreciation for the customer goes a long way. Therefore, the company should thank the customer for subscribing to their messages and future emails. It can either be done by a simple line or by using a GIF or an image.

Step 3: Come Up With a Catchy Subject Line

The welcome email’s subject line is what the customer will notice first so it must be unique and catchy. A/B tests are great to identify which one leads to the highest open rates and click-through.

Step 4: Set Subscriber Expectations

A considerable chunk of email unsubscribes falls under frequency. According to a recent survey, 45.8 percent of the customers unsubscribe from companies who send emails too often. It is suggested from the survey result that fewer mails would reduce the number of unsubscribes.

However, how do you know how much is too much or not enough? Infrequent emails will also lead to unsubscribes because the customer might forget who you are.

Therefore, the ideal way to reduce the number of unsubscribes is by setting subscriber expectations. Mention your customers how often they’ll hear from you and let them decide whether they will stick to you or move on. That way, only the customers who are interested in your brand will stay, and that’s exactly what a marketer wants, isn’t it? You want the subscribers to turn to leads.

You can set expectations when you’ll send the emails, how long they will be, what type of content the subscribers will receive, message frequency, etc.

Step 5: Display the Benefits of Being a Subscriber

Next, you must restate the benefits that the subscribers will receive so that they can understand how great you are. There are different types of benefits that should be covered to make the subscribers feel like they made the right choice.

Easy-to-understand Benefits: These benefits include access to a free tool available on your website, a free download, discounts, etc.

Recurring Benefits: Benefits such as annual discounts, or birthday or anniversary gifts fall under recurring benefits.

Unexpected Benefits: These are hidden benefits that the subscribers will receive, such as exclusive discounts, affordable deals, “subscribers-only” content, and more.

Surprising Benefits: These are very effective benefits that will make the subscriber eagerly wait for your mail. You can include useful bonuses to go with your resources or offer access to VIP events.

Step 6: Ask the Subscribers to Commit to Your Business

Instead of expecting your subscribers to make huge commitments to your business ask them to make micro-commitments. You can ask them to complete a quiz, to provide feedback or comments, to like or share, to invite a friend to subscribe, or to other micro-commitments as such.

Step 7: Generate Curiosity and Interest

The ideal way to generate curiosity and interest is by creating emotional content. It increases subscriber engagement significantly. Suggest the most engaging content of your website to your new subscriber. This, in turn, will create curiosity and interest. If the subscriber has a deep understanding of your content, it will automatically create attention.

Step 8: Get Social

Finally, provide links to all the social media platforms of your business, such as Facebook, Twitter, and Instagram, so that the subscribers can keep tabs on all the current content.

Examples of Great Welcome Emails

1. Hello Email

This type of welcome email portrays the introduction of the company. Sphero’s welcome email does an excellent job of candidly building a relationship with the subscriber by utilizing the purchased product in their subject line. It says “A little Droid told us you wanted our emails.” It is both smart and effective!

2. Thank You Email

This type of welcome email makes the subscriber feel appreciated for purchasing a product from the brand.  For example, Kate Spade mimics an envelope with “Thank You” in bold letters, which pleases a new customer.

3. Video Email

As we know, video is the most effective type of content. Placing videos in your welcome email is bound to make most new subscribers click on them. InVision puts a series of videos in their welcome emails through which the subscriber can learn how to use the app.

4. Get Started Email

These welcome emails provide a feel of the company to the new customer via simple, yet effective layouts. For example, Lyft sends a colorful and clean welcome email with a vibrant pink “Take a ride” button in the middle of the screen.

5. Offer Email

These welcome emails bring you right to the point that most subscribers hope to find: Offers! Michaels not only expresses gratitude towards the new subscriber but also provides promo code for discounts on the welcome email.

Why Are Welcome Emails So Important?

Boosts Customer Loyalty

Businesses can provide subscribers with multiple opportunities to interact with them through links to blogs, websites, and social media accounts. This increases customer loyalty as the customers get to know the business better.

Welcome emails have a way of making subscribers feel like they belong somewhere. For example, if a welcome email says, “Welcome to Woodstock Community, Joseph!” it is bound to make the subscriber feel welcome. This, in turn, will boost customer loyalty towards the business.

Supports Customer Engagement

Out of all types of marketing emails, welcome emails have the highest levels of customer engagement. Through welcome emails, businesses can utilize the opportunity and convince the new subscribers to ensure micro-commitments to the business.

Welcome emails are significantly more effective than newsletters as they have a 50 percent open rate. Also, they have five times more click rate in comparison to other marketing emails.

Promotes Relevant Campaigns

According to the “Preference Center,” subscribers can customize the type of content and the frequency of emails therefore brands can create specific segments based on the customer and send only relevant campaigns accordingly.

Saves Time

Connecting with new leads is time-consuming if done manually, given that there’s so much more companies need to allot time for when it comes to marketing. Welcome emails are automatically sent to new subscribers therefore, it saves a lot of time.

Provides Option for Segmentation

Since marketers can create a customer profiles based on their preferences, they can use it to target the segmented customers and provide them a better experience.

Reduces Unsubscribes and Spam Complaints

Since a business introduces itself clearly on welcome emails, subscribers will be more receptive to the next email. So, the chances of spam complaints or unsubscribes are reduced significantly.

Sales Funnel: How Welcome Emails Help the Sales Funnel

Sales funnel portrays a consumer’s journey from awareness to the final stage of the purchase. Marketing emails play a huge role in carrying the prospect to the final stage, and welcome emails are a part of that.

To reach the highest efficiency level, marketers should initially send a welcome email based on what type of message they want to convey. It could either be regarding the brand’s message, or just a simple thank you for subscribing to them.

But what’s more important is the second welcome email, which is a check-in mail, preferably sent 6 to 24 hours after the first email. Here, you can remind the subscriber why they have decided to be on your email list, along with a link showing the type of benefits they will receive.

Conclusion

Welcome emails are the type of effective email marketing campaigns that are bound to boost subscriber engagement. Through welcome emails, a company can display what they’ll be offering to the subscribers. Therefore, follow the instructions mentioned in this article and witness how your welcome emails convert casual readers to loyal customers. Avail mailmuch coupons to grab discounts on their services.