By Pam Neely April 28, 2022
Wish to make an important first impression along with your new electronic mail subscribers? Ship them a welcome electronic mail marketing campaign.
It’s an enormous deal when somebody indicators up on your electronic mail record. You’ve put in numerous work to draw this particular person and to construct up sufficient belief with them that they’ll allow you to into their inbox.
However the work isn’t completed as soon as they’ve signed up. Now your job is to have interaction them – to construct on the belief and curiosity you’ve established with them so that they’ll grow to be a long-term, enthusiastic subscriber.
All that begins with a welcome electronic mail.
What’s a welcome electronic mail?
A welcome electronic mail is an automatic electronic mail message that’s despatched out to new subscribers as quickly as they join your electronic mail record.
Some electronic mail entrepreneurs don’t ship a single welcome electronic mail – they ship a collection of them. These welcome collection are despatched out over time, normally one per day, and are sometimes a sequence of three emails.
Why ship a welcome electronic mail?
- Welcome emails get dramatically extra opens and clicks than common emails.
One examine discovered that welcome emails get 396% extra opens and have a 533% larger click-through fee than different promotional emails. - To profit from new subscribers’ curiosity in your emails – proper in the meanwhile after they’ve signed up.
- To assist your subscribers get to know you.
- To offer your new subscribers a message proper after they enroll so that they received’t have to attend till your subsequent regularly-scheduled electronic mail.
- To showcase the content material you need new subscribers to see first.
- To extend your subscribers’ engagement along with your record long-term by beginning off with an important expertise.
Welcome emails, affirmation emails, and thanks pages
Let’s step again from welcome emails for a second and discuss how they match into the general expertise you’re creating to welcome new subscribers. This entails welcome emails – sure. Nevertheless it additionally consists of the thanks web page you present subscribers after they’ve signed up and a affirmation electronic mail message in case you’re utilizing double opt-in.
Simply to be clear: Welcome emails are usually not affirmation emails. Each sorts of emails are despatched proper after subscribers enroll, however a affirmation electronic mail is used to substantiate that somebody needs to be in your record.
Affirmation emails are a part of a course of known as “double opt-in,” the place folks have to enroll after which affirm once more that they wish to enroll. Double opt-in does require an additional step, but it surely’s price it. It typically leads to larger engagement charges afterward.
Right here’s a move chart that exhibits how welcome emails and affirmation emails differ, and the way they will work collectively.
We’re centered on electronic mail messages on this submit, however there may be one other essential component of your welcome sequence: The thanks web page.
Because the graphic above exhibits, thanks pages are proven proper after somebody indicators up on your record. After a subscriber clicks “submit,” they are often redirected to a web page that thanks them for signing up. That’s a thanks web page.
A few of the smartest electronic mail entrepreneurs make nice use of their thanks pages. They don’t simply present a virtually clean web page and say “thanks for signing up. They don’t use a default message from their electronic mail service supplier. They’ll give their new subscriber a full multi-media expertise, full with a welcome video, like this thanks web page from AWeber buyer Tim Ferriss:
Ferriss’s welcome video is simply 53 seconds lengthy, but it surely’s the proper introduction to the e-newsletter for brand new subscribers. It explains why he created his e-newsletter, what it consists of, and what subscribers can count on from their expertise.
Parts of an important welcome electronic mail
Welcome emails do numerous issues, so that they typically embody a number of completely different sections. These sections can embody:
- Welcoming your new subscribers and thanking them for signing up
- Explaining what sort of content material subscribers can count on from you and the way typically
- Delivering an incentive or “freebie” (in case you provided one)
- Together with your contact data so your subscribers can simply attain you and “safelist” your emails
- Introducing your self briefly to your viewers to allow them to get to know your model higher.
AWeber buyer Lewis Howes of The College of Greatness sends a really clear welcome message that covers all these factors:
Professional tip: Discover the opposite part Lewis has added to this electronic mail? It’s within the postscript. He asks new subscribers to submit a query. It is a incredible strategy to discover out what matters your viewers is considering. It’s going to additionally make you appear (and be!) extra accessible and pleasant.
Sorts of welcome emails with examples
Your welcome electronic mail message ought to present every little thing your new subscribers want to start out studying about your online business. However relying on your online business mannequin and your electronic mail advertising and marketing technique, what they should know could also be completely different.
Listed here are just a few various kinds of welcome emails and some welcome electronic mail examples:
- Steps to getting began
Do you’ve got current content material, upcoming occasions or different particular affords you need new subscribers to find out about upfront? Then any such welcome electronic mail is for you.Professional-tip: Don’t overload folks with data. Give them two or three sources to get began, however avoid wasting content material for the remainder of your welcome marketing campaign.
This welcome electronic mail instance from Litmus covers all these bases:
- Get to know you higher
It is a nice choice that will help you make a extra private connection along with your subscribers.Professional-tip: Not everybody could have a hard-hitting story like Trisha from Go Eat Your Beets within the instance under, however that doesn’t imply you’ll be able to’t embody just a few tidbits about your self to point out that there’s an actual human being behind these emails.
Welcome electronic mail topic strains
If you know the way essential topic strains are, and you know the way essential welcome emails are… you is likely to be a bit of nervous about writing the topic strains on your welcome campaigns.
Don’t have any worry. Listed here are ten nice welcome electronic mail topic strains. Additional credit score in case you arrange a topic line split-test to seek out out which one performs greatest on your record:
- Welcome to [Your company name or your newsletter’s name]!
- Welcome! Your [name of freebie/lead magnet] is ready
- You’re on the record. Right here’s your low cost code.
- Welcome to [your company name], [subscriber’s first name]!
- Welcome to [your company name]! Your free reward is inside!
Need extra topic line split-testing inspiration? See our weblog submit about how Morning Brew reached 1,000,000 opens with this split-testing technique.
The right way to construction a welcome marketing campaign
As soon as you understand what you wish to embody in your welcome campaigns, you’ll be able to start structuring the remainder of your welcome sequence.
In case you’re new to the concept of electronic mail automation, a welcome marketing campaign is the proper place to start out.
The primary electronic mail of your welcome marketing campaign will assist set the tone for the remainder of the emails in your welcome marketing campaign. And, in case you select to ship just one electronic mail in your welcome marketing campaign, (as a substitute of a collection of emails) it might want to embody sufficient to get your new subscribers acquainted along with your and your emails.
Earlier than you determine the content material of every electronic mail, it’s best to define your objectives to make sure that your content material aligns with them. Right here’s a pattern define that you should use to construction your welcome marketing campaign:
E mail #1:
Timing: Despatched instantly after signing up
Aim: Ship your freebie/lead magnet or any particular affords and clarify what to anticipate out of your emails, together with how continuously you’ll ship them.
E mail #2
Timing: Despatched 24 hours after signing up
Aim: Clarify the “why” of your organization and your mission assertion. Invite subscribers to observe you on completely different social media platforms.
E mail #3
Timing: Despatched 48 hours after signing up
Aim: Embody just a few buyer testimonials and hyperlinks to your all-time best-performing content material or the content material you’d most need new subscribers to see. For instance, Wine Awesomeness sends this electronic mail about screw caps vs. corks – a hotly debated matter amongst wine aficionados and newbies alike.
Nonetheless unsure what to incorporate for welcome electronic mail content material? Do that technique that blogger John Corcoran recommends for creating your first welcome electronic mail sequence:
“Take six articles that you simply’ve written already which are probably the most helpful content material on your target market,” he mentioned. “Flip them into autoresponders and unfold them out over six weeks. You’ll know that anybody added to your record will get one electronic mail per week from you for six weeks and so they can get to know you.”
Don’t have six articles? That’s okay – begin with one or two, then add extra later. Your welcome electronic mail can all the time be improved later. Put collectively the very best one now you can, monitor which hyperlinks folks click on probably the most, then return and make your welcome electronic mail even higher afterward.
Wish to make issues even simpler? You can too use welcome electronic mail templates, and even an entire welcome sequence automation to save lots of your self extra time.
What occurs after the welcome marketing campaign
The enjoyable doesn’t must cease on the finish of your welcome marketing campaign. Because of your well-crafted messages, your subscribers now know much more about you. They is likely to be able to buy a product from you or to be added to your e-newsletter record. It’s as much as you what occurs subsequent.
