Everyone loves to be welcomed, right? And that includes your email marketing program. Welcome Emails play a significant role. A welcome email is your first step in the ring for a great first impression as it illuminates your brand.
“I know what you did in your last Marketing campaign, do you?”Jalena Pineda
It’s agreeable that a Welcome email is the first step toward the foundation of building your brand image. It is creating the first impression to more steps to a good business relationship starting with a warm business impression. That if we send them the Welcome email, they become more engaging than that when we don’t.
“Subscribers who receive welcome emails show 33% more engagement with the brand,” states an infographic published by InboxArmy.
So when should we send the welcome email? Welcome emails should be sent as soon as possible to take advantage of the ‘Attention Bonus’. If that first email is received while the lead is still “hot,” you are more likely to garner positive engagement with your brand.
If that reason isn’t compelling enough for you to send welcome emails, then consider that welcome emails have up to three times the transactions rates of regular promotional emails, according to the infographic.
Now that you’re convinced this an important communication your brand should be sending, check out the full graphic, which shares cadence templates for a welcome series both for a B2B media website and for a retailer.
It also includes six tips for creating your welcome emails, such as how to familiarize subscribers with your brand and how to integrate with other channels.
Though ultimately forgotten by many marketers, welcome emails have on average 4 times the open rate and 5 times the click-through rate of a standard email marketing campaign—making them more effective than any other transactional email.
KEY STEPS TO CREATING YOUR PERFECT WELCOME EMAIL
See the numbers and want to put together your welcome email? Here are some things to keep in mind:
- Send as soon as possible – When subscriber signs up for your list, there’s a brief period of time where you can cash in on the “Attention Bonus.” You’re still top of mind at this point, so take advantage of it
- Get whitelisted – In your template, include whitelisting or ‘Add to Safe Sender’. Doing so can help ensure that your emails don’t end up in the spam folder later on.
- Personalize where possible – Create a sense of exclusivity in your emails by personalizing them according to the subscriber preferences.
- Consider offering introductory incentives – Take further advantage of the “Attention Bonus” by including welcome incentives, like a discount coupon, free whitepaper or eBook, or free shipping for the first order. Strive to make your content and offers tempting enough to drive the next action (which we hope is a conversion).
- Add social sharing options – Showcase your online presence by adding social sharing buttons in the footer of your welcome email. It can drive both better engagement and greater ROI if your subscribers share the ‘signup’ or ‘welcome’ offers on social networking platforms.