Email marketing works. But as a marketing professional walking the tight-rope between brand awareness, information, motivation, CTA’s (call-to-action), and finding the perfect timing for it all–it’s not easy. Email overload is a real thing and we’ve all been annoyed by a business seemingly spamming our inboxes. This is why setting the stage for your brand and content with a welcome email following the sign-up is so important.
First impressions count–and when done correctly through a welcome email they can be extremely beneficial to your business.
“On average, ‘welcome’ emails receive an unusually high open rate of 50% — making them 86% more effective than newsletters.”
Because the open rate is so high you want to effectively devise an email strategy starting with the welcome email as the spearhead. To do this lets review a few possible welcome email strategies.
4 Possible Welcome Email Strategies
- Thank You
- Special Offer
- Brand Showcase
Overall, this is the simplest and most basic welcome email you can design. It thanks new subscribers and provides reaffirmation that they made the right decision to subscribe–providing a basic personable touch. The subject line is a simple “Thank You from (your business name)” and traditionally includes in a brief paragraph how the subscribers will be receiving content from you along with 1-3 enticing CTA’s on accessing additional content from your business.
Because this is one of the most opened emails why not provide your new subscriber a special offer why you have their attention. You still want to include a large thank you to the subscriber and manage expectations with a brief outline of what they can expect as a new subscriber of your content. Adding a reward for their loyalty with a special coupon or offer for your services provides an additional reward and reaffirms to the person that they are getting a great deal with your business.
Similar to the simple ‘thank you’ email, this email strategy is simple and personable. You don’t need to overwhelm the reader with a lot of information. Often these types of emails are incredibly simple and short. Using the popular 1-2-3 method; explain what you do, why subscribers should use your product or offering, and then entice them with a call-to-action. Get a bit creative with your copy. Do you have a fun logo, colors, special mascot? Incorporate them here.
Including a brief video (90 seconds or less) in your email is a great way of introducing your business, product, or service to new subscribers. Using a video is a quick way of skipping over the list of what to expect and instead showing the subscriber what to expect and what do next. Furthermore, video content is easily shareable on social media and great for SEO.
- Some businesses have a double-opt-in process. If this is the case for your business be careful about being redundant and annoying your subscriber out of the gate. You probably want to merge these two emails together.
- Build your community by allowing subscribers to connect with each other and your brand through social channels. According to Content Marketing’s 2016 statistics; 94% of B2B businesses utilize LinkedIn to distribute content with effectiveness being rated at 66%. It’s important for B2B businesses to recognize that while LinkedIn is extremely effective you should not shun other social channels like Facebook, Twitter, and YouTube. Make sure that your welcome emails have content that can be shared across all of these channels.
- Timing of your welcome emails is just as important as the content within them. A/B test how quickly subscribers receive their first email and subsequent emails.