By Pam Neely April 28, 2022
Need to make an excellent first impression together with your new electronic mail subscribers? Ship them a welcome electronic mail marketing campaign.
Fairly watch? No prob!
It’s a giant deal when somebody indicators up to your electronic mail checklist. You’ve put in plenty of work to draw this individual and to construct up sufficient belief with them that they’ll allow you to into their inbox.
However the work isn’t executed 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 in order 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 checklist.
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, often 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 research discovered that welcome emails get 396% extra opens and have a 533% larger click-through price than different promotional emails.
- To profit from new subscribers’ curiosity in your emails – proper for the time being after they’ve signed up.
- To assist your subscribers get to know you.
- To present your new subscribers a message proper once they enroll in order that they gained’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 together with your checklist long-term by beginning off with an excellent 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. But it surely additionally contains the thanks web page you present subscribers after they’ve signed up and a affirmation electronic mail message if you happen to’re utilizing double opt-in.
Simply to be clear: Welcome emails will not be 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 checklist.
Affirmation emails are a part of a course of referred to 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, however it’s value it. It usually leads to larger engagement charges afterward.
Right here’s a move chart that reveals how welcome emails and affirmation emails differ, and the way they will work collectively.
We’re targeted on electronic mail messages on this publish, however there’s one other necessary ingredient of your welcome sequence: The thanks web page.
Because the graphic above reveals, thanks pages are proven proper after somebody indicators up to your checklist. 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 an almost 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, however it’s the proper introduction to the e-newsletter for brand spanking new subscribers. It explains why he created his e-newsletter, what it contains, and what subscribers can anticipate from their expertise.
Components of an excellent welcome electronic mail
Welcome emails do plenty of issues, in order that they usually embody a number of totally different sections. These sections can embody:
- Welcoming your new subscribers and thanking them for signing up
- Explaining what sort of content material subscribers can anticipate from you and the way usually
- Delivering an incentive or “freebie” (if you happen to supplied 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 Faculty 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 implausible method to discover out what matters your viewers is keen on. It should additionally make you appear (and be!) extra accessible and pleasant.
Sorts of welcome emails with examples
Your welcome electronic mail message ought to present all the things your new subscribers want to begin studying about your online business. However relying on your online business mannequin and your electronic mail advertising technique, what they should know could also be totally different.
Listed here are a couple of several types of welcome emails and some welcome electronic mail examples:
- Steps to getting began
Do you have got present content material, upcoming occasions or different particular affords you need new subscribers to learn about upfront? Then such a welcome electronic mail is for you.
Professional-tip: Don’t overload folks with data. Give them two or three assets 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 possibility that will help you make a extra private connection together with your subscribers.
Professional-tip: Not everybody may have a hard-hitting story like Trisha from Go Eat Your Beets within the instance beneath, however that doesn’t imply you may’t embody a couple of tidbits about your self to indicate that there’s an actual human being behind these emails.
Welcome electronic mail topic traces
If you know the way necessary topic traces are, and you know the way necessary welcome emails are… you could be slightly nervous about writing the topic traces to your welcome campaigns.
Don’t have any worry. Listed here are ten nice welcome electronic mail topic traces. Further credit score if you happen to arrange a topic line split-test to search out out which one performs finest to your checklist:
- Welcome to [Your company name or your newsletter’s name]!
- Welcome! Your [name of freebie/lead magnet] is ready
- You’re on the checklist. 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 publish about how Morning Brew reached 1,000,000 opens with this split-testing technique.
Learn how to construction a welcome marketing campaign
As soon as you realize what you wish to embody in your welcome campaigns, you may start structuring the remainder of your welcome sequence.
Should you’re new to the concept of electronic mail automation, a welcome marketing campaign is the proper place to begin.
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, if you happen to select to ship just one electronic mail in your welcome marketing campaign, (as an alternative of a collection of emails) it might want to embody sufficient to get your new subscribers acquainted together 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 utilize to construction your welcome marketing campaign:
Timing: Despatched instantly after signing up
Objective: Ship your freebie/lead magnet or any particular affords and clarify what to anticipate out of your emails, together with how ceaselessly you’ll ship them.
Timing: Despatched 24 hours after signing up
Objective: Clarify the “why” of your organization and your mission assertion. Invite subscribers to comply with you on totally different social media platforms.
Timing: Despatched 48 hours after signing up
Objective: Embody a couple of 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 subject 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 just’ve written already which might be essentially the most precious content material to your audience,” he stated. “Flip them into autoresponders and unfold them out over six weeks. You’ll know that anybody added to your checklist will get one electronic mail every 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 at all times be improved later. Put collectively the very best one now you can, monitor which hyperlinks folks click on essentially the most, then return and make your welcome electronic mail even higher afterward.
Need to make issues even simpler? You may as well use welcome electronic mail templates, and even an entire welcome sequence automation to avoid wasting your self extra time.
What occurs after the welcome marketing campaign
The enjoyable doesn’t need to cease on the finish of your welcome marketing campaign. Due to your well-crafted messages, your subscribers now know much more about you. They could be able to buy a product from you or to be added to your e-newsletter checklist. It’s as much as you what occurs subsequent.