By Pam Neely April 28, 2022
Need to make an ideal 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 checklist. You’ve put in a whole lot 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 carried out as soon as they’ve signed up. Now your job is to interact them – to construct on the belief and curiosity you’ve established with them in order that they’ll turn out 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, normally one per day, and are usually 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% greater click-through fee than different promotional emails.
- To benefit from new subscribers’ curiosity in your emails – proper in the intervening time after they’ve signed up.
- To assist your subscribers get to know you.
- To offer your new subscribers a message proper after 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 along with your checklist long-term by beginning off with an ideal 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 contains the thanks web page you present subscribers after they’ve signed up and a affirmation electronic mail message for those who’re utilizing double opt-in.
Simply to be clear: Welcome emails should not affirmation emails. Each varieties of emails are despatched proper after subscribers enroll, however a affirmation electronic mail is used to verify that somebody desires to be in your checklist.
Affirmation emails are a part of a course of known as “double opt-in,” the place folks have to enroll after which verify once more that they need to enroll. Double opt-in does require an additional step, but it surely’s value it. It usually leads to greater engagement charges afterward.
Right here’s a stream chart that reveals how welcome emails and affirmation emails differ, and the way they’ll work collectively.
We’re centered on electronic mail messages on this put up, however there may be one other vital factor of your welcome sequence: The thanks web page.
Because the graphic above reveals, thanks pages are proven proper after somebody indicators up on 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.
Among 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 right introduction to the publication for brand spanking new subscribers. It explains why he created his publication, what it contains, and what subscribers can anticipate from their expertise.
Components of an ideal welcome electronic mail
Welcome emails do a whole lot of issues, in order that they usually embrace a number of totally different sections. These sections can embrace:
- 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” (for those who provided one)
- Together with your contact info 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. This can be a unbelievable option to discover out what matters your viewers is interested by. It can additionally make you appear (and be!) extra accessible and pleasant.
Varieties of welcome emails with examples
Your welcome electronic mail message ought to present all the things your new subscribers want to start out studying about your enterprise. However relying on your enterprise mannequin and your electronic mail advertising and marketing technique, what they should know could also be totally different.
Listed below are a number of various kinds of welcome emails and some welcome electronic mail examples:
- Steps to getting began
Do you have got current content material, upcoming occasions or different particular provides you need new subscribers to learn about upfront? Then such a welcome electronic mail is for you.
Professional-tip: Don’t overload folks with info. 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
This can be a nice choice that will help you make a extra private connection along with your subscribers.
Professional-tip: Not everybody may 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 embrace a number 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 vital topic traces are, and you know the way vital welcome emails are… you is likely to be a bit of nervous about writing the topic traces on your welcome campaigns.
Don’t have any concern. Listed below are ten nice welcome electronic mail topic traces. Additional credit score for those who arrange a topic line split-test to seek out out which one performs finest on 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 present is inside!
Need extra topic line split-testing inspiration? See our weblog put up about how Morning Brew reached 1,000,000 opens with this split-testing technique.
Methods to construction a welcome marketing campaign
As soon as you understand what you need to embrace in your welcome campaigns, you’ll be able to start structuring the remainder of your welcome sequence.
If you happen to’re new to the concept of electronic mail automation, a welcome marketing campaign is the right 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, for those who select to ship just one electronic mail in your welcome marketing campaign, (as a substitute of a collection of emails) it might want to embrace 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 targets 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:
Timing: Despatched instantly after signing up
Purpose: Ship your freebie/lead magnet or any particular provides and clarify what to anticipate out of your emails, together with how steadily you’ll ship them.
Timing: Despatched 24 hours after signing up
Purpose: 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
Purpose: Embody a number 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 undecided what to incorporate for welcome electronic mail content material? Do this technique that blogger John Corcoran recommends for creating your first welcome electronic mail sequence:
“Take six articles that you just’ve written already which can be probably the most beneficial 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 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 all the time be improved later. Put collectively the perfect one now you can, monitor which hyperlinks folks click on probably the most, then return and make your welcome electronic mail even higher afterward.
Need to make issues even simpler? You may also use welcome electronic mail templates, and even a whole welcome sequence automation to save lots of your self extra time.
What occurs after the welcome marketing campaign
The enjoyable doesn’t should cease on the finish of your welcome marketing campaign. Due to 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 publication checklist. It’s as much as you what occurs subsequent.