A whopping 60% of subscribers open welcome emails. But many retailers give the emails little thought, with rote messages similar to “Thanks for signing up! Right here’s 10% off” or “Welcome to our publication — keep tuned!”
Reductions alone don’t construct loyalty, and a imprecise “welcome” doesn’t spur motion. Carried out nicely, welcome emails drive income and long-term prospects.
As an e mail marketer who has labored with shopper, retail, and direct-to-consumer manufacturers, I’ve constructed campaigns from scratch and perceive the significance of welcome emails.
Right here’s the best way to create welcome emails that drive gross sales and construct a model.
Core Technique
The primary touchpoint with a subscriber ought to replicate a model’s core advertising technique. What would you like new subscribers to do, really feel, and suppose after studying the message?
- If retention is a precedence, spotlight loyalty packages, subscriptions, or re-orders.
- If excessive order dimension is essential, use critiques, user-generated content material, and endorsements to spice up confidence.
- To encourage product training, present a path to blogs, movies, or a neighborhood group.
Cowboy, an e-bike firm, makes use of a welcome e mail to construct credibility and drive gross sales. It highlights critiques from CNBC, Time, TechCrunch, and GQ to seize curiosity. The e-mail confirms the model’s longevity and recognition by showcasing miles ridden and its presence in a number of cities. Plus, it units expectations — “Over the following few days, we’ll unpack what makes a Cowboy so particular” — to interact subscribers from the beginning.
Cowboy’s welcome e mail builds credibility and drives gross sales. Proven here’s a partial display screen seize.
Lengthy-Time period Relationship
A compelling welcome e mail begins a long-term relationship, far more than a single transaction. Clarify to subscribers why staying engaged is effective.
- Encourage a low-commitment motion similar to taking a quiz, following on social, or offering a choice.
- Tease what’s forward, similar to “Keep tuned for unique behind-the-scenes content material + first dibs on restricted drops!”
- Provide a number of engagement paths (“Not prepared to buy? Take a look at our weblog for skilled suggestions.”)
Bobbi, an natural toddler components model, makes use of storytelling and social proof to construct belief with new mothers. The e-mail’s opening sentence — “We all know firsthand” — indicators that Natural’s founders are additionally moms. A number of calls to motion present engagement choices for subscribers to work together at their selecting — with out buying.
Bobbi makes use of storytelling and social proof to construct belief with new mothers on this partial instance.
Hold the momentum going with a whole welcome move, usually three to 5 emails, similar to:
- First: Welcome, expectations, and a tender CTA.
- Second: Spotlight product advantages, buyer favorites, key differentiators.
- Third: Handle objections or FAQs to ease decision-making.
- Fourth: Introduce neighborhood, content material, and extra perks.
Conversion CTAs
The calls to motion of many welcome emails default to “Store now” or “Be taught extra.” Transcend cliche to extend engagement and income.
- For prime-consideration merchandise: “See the way it works” (resulting in an explainer video) probably converts higher than a direct pitch.
- For manufacturers with sturdy UGC: “See how prospects use [product]” can drive engagement with tagged social posts or case research.
- For loyalty: “Unlock your first perk” can introduce a rewards program.
WeWork, the coworking house supplier, will get to the purpose by addressing new prospects’ issues about discovering the precise work setting. The e-mail retains it easy, with a transparent structure and CTAs that information customers to the most effective choices for his or her wants.
WeWork’s welcome e mail is easy, with a transparent structure and CTAs that information customers. Proven here’s a partial display screen seize.
KPIs
How have you learnt in case your e mail sequence is working? Open and click on charges are frequent (however unreliable). Different metrics embrace:
- Gross sales conversion fee.
- Subscriber retention after 60 days (past the welcome sequence).
- Income per subscriber.
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In brief, welcome emails that align with core methods, foster long-term relationships, and encourage conversions develop into income drivers, not formalities.
