Starting with welcome emails is just like online dating. Your prospects are just like the matches you find online. They have swiped right by seeing your online presence and have no idea what’s in store. You are supposed to make an impression to make them continue with their choice. You have to be as convincing as you can be at this point, take your chance to be on the good list, and spend no time talking about your history. Charm them and make up for any initial blunders.
This second article of my welcome email series will discuss how to send out welcome emails and increase your revenue. You can check out the first article on “Why you need a welcome email,” which discusses the importance of welcome emails and key factors to consider while writing one.
Writing an attention-grabbing subject line
I am a fan of this method. This is the most important part of any email, let alone a welcome email. Most of your first impressions will be based on this one-liner. Try to keep it clear, catchy, and concise. Here are some of the examples of subject lines that have proven to be effective:
- Welcome to (enter your brand name here)! Let’s get started: This line has a personal and direct approach. It tells the audience that this is where they’ll get set-up with a brand.
- You’re in; let’s begin! : This line has a more welcoming tone to it while being inclusive.
- We’re here to help you get started: This welcome subject line gets your subscribers to see that they will get all the help once they open the email. It makes them feel they are not alone in the whole process.
- You’re family now. Introductions are in order: Something like this will make your subscribers feel like part of a community. You are introducing yourself and including them in.
These examples will give you an idea of how to approach your subscriber list. Mix it up with your creativity, and you’ll get better results.
To appreciate your subscribers, a welcome email should include a thank you note. A simple line like “Thank you for joining us” or Thank you for signing up” will work great. A little appreciation goes a long way and can make your business grow way better than you thought. This solidifies your impression in the subscribers’ minds as people always remember such words of appreciation.
Introduce the business
You have gotten your subscribers to open the email with a catchy line, and now introductions are in order. Welcome emails are the best way to introduce your business and share all the information about it. While you are introducing your business, make sure you are approachable. Giving them a sender name can do the deed, so they know who’s welcoming them. Be as precise about your business as you can be since vague introductions could be perceived as rude and hence unfruitful. Put yourself in the subscriber’s shoes to guide your welcome email. Here’s an example of the introductory lines in the email.
It’s Emily from XYZ Corp. Thank you for joining us on our journey. We’re happy to introduce ourselves to you. XYZ Corp prides itself on its customer service, value, and quality. We have many different services for you to try; check them out here:”
Add your links and other material in the email for the subscriber to explore more.
Restate the benefits of being a subscriber
Your subscriber list still doesn’t know what they’re getting out of subscribing. Restate your value from their perspective and tell them what they are going to achieve. Tell them clearly what kind of benefits they can expect by being a part of your business.
It’s Emily from XYZ Corp. Thank you for joining us on our journey. We’re happy to introduce ourselves to you. XYZ Corp prides itself on its customer service, value, and quality. We have many different services for you to try; check them out here:
(add links here)
As you subscribed to our emails, you’ll now hear about:
- all our promotions and discounts
- reminders and notices
- upcoming products
- our newsletters
- tips and tricks.”
Personalize this according to your subscriber list as you know better what they actually want to see in their emails.
Most marketers make the mistake of sending too many emails to the new subscribers. According to a recent survey, 45.8% of subscribers unsubscribe from emails because of too many emails. Unwanted emails always make a negative impression, and we don’t want that. You must be wondering what that has to do with welcome emails? Welcome emails let you set expectations for the subscribers, and hence you decide your own frequency. Tell your subscribers in your welcome email to expect a specific frequency of data or particular things from you in the future, for example:
- The email frequency (e.g., once a day, once a week, twice a month, etc.)
- What your subscribers will get (downloads, newsletters, curated content, tools, offers, etc.)
- When you’ll send emails (the time of the day, week, or month)
- The format for each message (plain text, plain HTML, responsive)
- How long your messages will be (e.g., 100 words or less, 800 words, 1,200+ words)
If they don’t agree with your schedule, they’ll unsubscribe and move on. These unsubscribers are a good thing as you’ll be left with the subscribers who actually want to read your emails and click on them. This improves your click-rate and improves the quality of your email list.
Offer value upfront
Rather than spamming your subscribers with irrelevant marketing messages, focus on offering them value. Discounts, tips and tricks, and other valuable information are more interesting for them than you always talking about yourself. Your subscribers will look forward to your emails if you have something of value to offer. You are making it easier to get your subscribers to take the actions you want them to take. By offering value, you’re maximizing your email marketing success. Let me translate it for you: more value=more opens and more clicks.
Ask them for Micro-commitments
You are giving your subscribers what they want. It’s time you ask a little for yourself. To do that, you can make use of micro-yes sequences. This is defined as a sequence that asks the subscribers for small things, so they don’t have a lot to think about before saying yes. You make them habitual of saying yes. You don’t ask the big question on the first date and expect yes as the answer, do you? Similarly, marketing works slowly and steadily. You make small conversions first, which feeds into the ultimate goal. Here’s how you can do that:
- Create email subject lines that persuade subscribers to click
- Write engaging content to get your subscriber’s attention
- Ask the subscribers for feedback or comments
- Request a like or share
- Inviting subscribers to start a quiz
A micro-sequence starts with a welcome email. It’s a micro-yes as they subscribed and read what you have to say. Here you are showing them how things work.
Personalize the message
Generic content can be a major turn-off. Personalize the messages before you send them out and this holds true for welcome emails as well. Whatever you know about your subscribers, use that to send your message. Even using your subscriber’s name can increase the open rate by 20%. I suggest personalizing everything including the subject line, email body, and even sender name.
Write a relevant and clear call-to-action
I have seen many marketers who know the importance of CTAs but don’t know how to use them. For email CTAs, you have to remember that it’s not only a line. The whole welcome email content is to be drafted to take the subscriber to that CTA. You’re limited by time and space when it comes to emails. You can ensure subscribers spend more time by carefully crafting the email starting from the subject line. Some marketers make the mistake of adding too many CTAs in the welcome email which confuses the reader. It is recommended to write one CTA that is relevant and clear.
Share useful resources
As I mentioned above, the welcome email will only bear fruits if it is useful to the subscriber. Once you have researched your subscriber list and you know what they want. Referring to the first part of this welcome email series, when someone subscribes to your emails, they are looking for a solution or an answer to something. Keep this in mind and give them a hint of those solutions or add videos, pdfs, blog posts, or links to direct them towards the solution in your welcome email.
This is highly recommended when you are sending out a welcome email. Add links to your social media channels like Facebook, Linkedin, and so forth to include subscribers in whatever you do. Once they start following you on these platforms, you can even let go of the frequent emails and can connect with them there on a regular basis.
Some businesses send out confirmation emails when someone subscribes to their emails. I find that a wrong approach. Welcome emails make your user feel more included and will increase engagement. More opens and more clicks will be generated through welcome emails resulting in better revenue. With welcome emails, you can boost subscriber engagement and can turn casual readers into loyal customers.