First impressions count. It can take a lot of hard work, time and money to correct a bad first impression, if you can correct it at all, which is why welcome emails are so very important. Strangely, they’re also the most overlooked. Considering your welcome email will be your first impression to your subscribers, creating something that fits cohesively with your brand and is a memorable introduction to your email campaigns is not only vital, but may be the only chance you get to keep them.
To help you put together a winning first impression, we’ve come up with five reasons your welcome email is the most important you’ll send, and how to ensure your customers don’t require a lot of hard work, time and money to fix a bad first impression.
REASON #1 – INTRODUCTIONS ARE KEY
The power of a good introduction is indisputable, and that’s exactly what your welcome email does. Making an effort to welcome each customer personally is a great start, and goes a long way towards building a relationship with your customers. Use their name, usually gathered in the opt-in process, to help personalise your customers’ experience with your brand. While you’re introducing yourself you can also set up expectations: i.e. how often they can expect you to inbox them, but also reiterate what’s in it for them. Subscribers won’t stay subscribed if they’re not getting anything out of your marketing messages, take this golden opportunity to remind them what they’re in for.
REASON #2 – REASSURANCE BREEDS TRUST
Instant gratification seems to be the keyword for modern Western lifestyle, your welcome email falls into the same category. Automation of subscription means that customers expect an immediate response to their opt-in, when they don’t get it they assume something’s gone wrong. When collecting emails at trade fairs or events, remember that the warm afterglow your customers feel after making contact with a brand they like wears off after a short period of time. Make sure your introduction is sent to your new subscriber as quickly as possible after signing up, leave it longer than 24 hours and you run the risk of them moving on to a more attentive brand.
REASON #3 – A SIMPLE THANKS GOES A LONG WAY
Be polite and take this opportunity to say thank you. Consumers have a ridiculously wide range of choices when it comes to products and services to choose from, that they chose yours over all the others deserves a little recognition and gratitude. Use your welcome email as a way of saying thanks, it can make a big impact on how your subscribers view your brand as a result.
REASON #4 – OPEN RATES
Did you know that welcome emails have the highest open rate of all marketing messages? With an average open rate of 50-60% it can be tempting to include a lot of information you feel is relevant. One word: don’t. Overloading your new subscriber at this point makes a terrible first impression (see tip #1) and could go as far as to make them press that dreaded unsubscribe button. Short, simple and sweet are the watchwords for welcome emails, ditto for follow-up emails. Unless you use a double opt-in process, sending a confirmation email AND a welcome email is redundant, not to mention annoying. Merge the two and create something that takes into account rules 1-3.
REASON #5 – BUILD YOUR COMMUNITY
Be social. Include links to social media, offer ways to interact with your business and with other customers. Create a community that sparks conversation, which in turn sparks sales, and invite your new subscriber to come join the fun. Got a blog? Link it, customers love to learn about the brands they support, so help them by pointing them in the right direction and personally inviting them to join in. Honestly, there’s no better way to make a great first impression.