— July 27, 2017
“Sign up for our newsletter.”
“Join our mailing list.”
My inbox is already overflowing.
“Enter your email address for updates.”
Face it… getting people to opt into your email list can be like pulling teeth. Without a highly desirable incentive dangling at the end of your call-to-action, it just isn’t going to happen. When it comes to email, we all could use an edge.
And, by the way… if you’re wondering, “Email? Really? Should I even bother with a list?” The answer is absolutely, yes. As we shared with BuzzPlant Blog readers last fall…
- Email is 40 times more effective at acquiring new customers than Facebook or Twitter.
- A message is 5x more likely to be seen in email than Facebook.
- 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed!
Of course, social is still immensely important. However, email isn’t going anywhere anytime soon. And, as we learn from InboxArmy in their latest infographic, the best email relationship starts with the perfect welcome email.
Creating the Perfect Welcome Email
A “Welcome Email” is the first message that your new subscriber receives from you. (If you have an autoresponder that delivers a free video/PDF/etc. in exchange for an email, then you may choose to incorporate the “Welcome Email” with that freebie delivery, or you can send as a separate message immediately after the freebie.)
Why take the time to add a welcome email to the mix?
- Welcome emails have 4x the open rate and 5x the click-through rate of a standard transactional email.
- Subscribers who receive welcome emails show 33% more engagement with the brand
- Welcome emails see more than 3x the transactions and revenue per email over regular promotional mailings.
Are brand sending welcome emails?
Surprisingly, many are not! Only 57.7% of brands greet new subscribers with welcome emails. And – incredibly – 73% of brands did not send any messages with the first 48 hours of subscribing.
When should you send your welcome email?
“Immediately” is generally the best policy. That moment your user hits the subscribe button is the moment you are at the top of your user’s mind. Don’t lose that attention opportunity!
Six Key Components of the Welcome Email
Use your welcome email to…
- Showcase your brand. Let people see your logo, hear your tone, and feel your personality.
- Include whitelisting (“safe sender”) instructions so your emails will continue to go through.
- Familiarize new subscribers with your brand – pique their interest! Whether you offer free shipping, a free trial, or some other kind of special deal, take advantage of this opportunity to nudge the relationship to the next level.
- Personalize as appropriate. You may segment your list based on location, gender (especially important for clothing retail brands), or other factors.
- Expand your list by creating opt-in opportunities everywhere: at point-of-sale, at live events, on your site, etc.
- Finally, the footer of your welcome email should integrate your social channels and other platforms.