Building an effective email marketing strategy is every marketer’s first task. Once a marketer starts implementing his approach, he wishes for prospects to come up to him and say, “I need your service/product.” Wouldn’t this be the ideal outcome? For some of you, this might sound impractical, but this is what happens every day.
If your email strategy is built the right way, you will have prospects lining up for more. Deal with them the right way, and your prospects will convert to customers. When someone visits your website and gives you their email address, they volunteer to hear you out. This is the peak time you can address and engage with them. The best way to kick things off is by sending them a welcome email. If you’re not sending out a welcome email, you’re ignoring your subscribers and are leaving out ample opportunities for yourself. Let’s discuss the importance of welcome emails before I go into the nits and grits of what you are achieving.
Why Send a Welcome Email
Not only do 74 percent of subscribers anticipate welcome emails, but sending a welcome email is also a great way to boost subscriber engagement. When done right, welcome emails set the tone of the relation you want to have with your audience. Here are a few facts that will elaborate on the importance of sending out welcome emails:
- 45% of the purchases happen on the first day of opting in by subscribers.
- Welcome emails have around a 60% higher open rate than other promotional emails.
- These emails have a 5x higher click-through rate than the other emails.
- Welcome emails generate 320% more revenue as compared to other promotional emails.
- Subscribers who receive welcome emails are 33% more likely to show engagement.
These straight figures are proof of why you need to send out welcome emails.
When to Send a Welcome Email
It is highly recommended to send an automated welcome email as soon as a prospect subscribes to your emails. A new trend in sending out welcome emails is a series of emails sent out when a prospect gets onboard. A common way to do this is to send three emails on the first three consecutive days or with a day gap maximum. It entirely depends upon the kind of your industry. A common best practice to send out these welcome emails is as follows:
- First email: No matter what your business is, this has to be sent as soon as someone opts for your email. This is when the subscribers think about you the most, and the email will imprint your brand on their minds. The content of this email can be both informational and sales-y. With this email, you’re making sure that the subscriber stays with you.
- Second email: The second email should be sent a day after your first email. A day later is not too early as your brand is still fresh in their mind, and not too late as you’ve given them a breather between emails. This email can serve as a further introduction to your product. One thing that’s important here is what happens if a subscriber makes a purchase after the first email. You do not have to send out the rest of your welcome emails once a prospect is converted to a customer. You do not have to bombard them anymore and remove them from your welcome sequence.
- Third email: This email should be sent after careful consideration. You have to be sensitive about the prospect’s inbox. You don’t want to look too desperate or worse, be a spammer. The email’s open rate can be one aspect that can help you in analyzing if the recipient would be interested in your third email.
Welcome Email Goals
Before you send out a welcome email, you should be clear about what you want to achieve from it. A welcome email can give a pathway into further cooperation with the prospect and allowing you to meet the following goals:
As I discussed some facts at the start, welcome emails have much better engagement than other emails. They have a better revenue generation potential than promotional emails, a higher click rate than all the other emails, a better open rate than newsletter emails, making them more effective than different kinds of emails you send to your prospects. This is like killing many birds with one stone.
Welcome emails can save you a lot of time that you’re going to spend setting up your prospect’s tone. Since welcome emails are an automated task, they also keep the marketer from manually connecting with leads and finding out where they stand in the customer journey.
Decrease spam complaints
By sending out a welcome email, you’re introducing your brand to the prospect. The next time you’ll send the email to the same recipient, they’ll be receptive to it. You are no more a stranger to them, and hence you will not be marked as a spam account. This small win can make a huge difference as this will judge your future emails reaching that recipient.
I always suggest digital marketers sending out their welcome emails with preference centers. This allows the user to choose the frequency of emails sent out and what sort of messages they want. Giving the option of a preference center in your welcome email allows you to send relatable emails to prospects.
Increase customer loyalty
With thought-out welcome emails and carefully considered content, you are going to delight the prospect very easily. The most loyal customers come with plans for themselves. The welcome emails develop a sense of community in the prospect, making them feel like they are a part of something. For example, if you welcome your recipient with an email saying, “Hey! We’ve been waiting for you. Welcome to the club!” they’ll feel like they have some connection with you. This will make them loyal to the brand and even more invested in it.
Make segmentation easier
I mentioned the preference center a few lines ago. This is one of the reasons I suggest including this in your welcome email. You have preferences of all your recipients, which makes the segmentation easier for you. With these welcome emails, you’re getting complete attention and can strategize your upcoming emails accordingly.
Knowing Your Audience
Before you send out a welcome email, you have to know your audience completely. You have an email list interested in your product or service, but you can not send the same email to each recipient. Before you automate your welcome email, you have to know the email list members you’re targeting. I am definitely not encouraging a Joe Goldberg type stalking that gives you your email list members’ personal life details. All I’m saying is know these three facts about your audience:
Customer demand: Before you send out the emails, you have to consider critical factors. Your goal is to turn the prospect into a customer and to do that, your subscribers should meet two criteria. A subscriber should be willing to buy, and the subscriber should be able to buy. Welcome emails are subjected to the demand of customers.
Psychographics of your audience: Group your audience according to their demographics and psychographics. This means you need to divide them based on their professional status, gender, and other values. They can be entrepreneurs, doctors, teachers, homeowners, social workers, meaning any specific group you are trying to reach. Collecting this data will give you a deeper understanding of your audience and will let you act accordingly. You have everything you need to convince them that you understand them. Start doing it through a welcome email.
The problems: When someone subscribes to your emails, they are looking for a solution or an answer to something. Your welcome email should tell them that you know what they are going through and what they are looking for. The welcome email should be a way to remind them that they are in good hands and that this is where they are going to find what they were looking for. You can quickly point to the solutions and let them know that you can fix it all.
Welcome Email Best Practices
Before you send out welcome emails, here are some of the strategies I suggest you use:
- Send a welcome email right after someone subscribes to your emails
- Let your subscriber set some expectations through your welcome email
- Let your subscribers know about all the benefits they could get by subscribing to your emails
- Always personalize your message by taking care of the psychographics and demographics
- Develop a relationship through that first email
If you are not using this great opportunity to make an impression, I suggest you do it now. Not only are you missing out on that first impression but also on a lot of revenue. Refer to my guide “How to send out welcome emails” to know the nits and grits of writing a welcome email. Use this amazing opportunity to build attractive content for your subscribers and build a strong foundation for a long-lasting subscriber relationship.