Welcome Emails – What You Need to Know
A welcome email should be a part of your email marketing strategy to create expectations and set your new contacts up well.
Your welcome email is essentially your chance to create the best first impression possible for new contacts or prospects that are interacting with your brand. They should be used to ensure your contacts have clear expectations of what they’re getting, and you should utilize the email to deliver any promised assets or materials that may have prompted the sign-up to begin with. Let’s dive into welcome emails and how to make yours effective.
Typically, in order to gain a new contact’s trust and for them to give you their email address, you have to give them something in exchange. This can be anything from a white paper, to a case study, to a free trial of your product or service. The welcome email is the perfect opportunity to deliver this valuable asset. This is also the time to set an expectation for how frequently they will be receiving additional messages from you and what content those emails will contain. If your contacts are simply signing up for a newsletter (and there is no asset to exchange) you might consider including relevant blog posts that will help familiarize your new contacts with your company and the services/products you offer or articles that will help them learn. Here is a great example from Wistia:
Frequency is also another important aspect to consider with welcome emails. Is your welcome email a one-off message, or is it part of a drip series? Some marketing companies have reported increases in revenue of as much as 13% when sending more than one welcome email*, but this frequency should be determined on a case-by-case basis. Try testing a series of emails over a 6-month time period and compare the results with a one-off message sent out for the same length of time. Don’t forget to take other emails new subscribers may be receiving into consideration when building out a series for your welcome emails!
Lastly, the best practices you apply to your regular campaign and marketing emails should be applied to your welcome email(s) as well. (I’ve written a few blog posts about best practices and different strategies to implement in your email marketing efforts which you can read and review here.) Utilize personalization where it makes sense, segment your audience as much as possible, and ensure you have consistency in the design and cadence of your new welcome email(s).
If you’re not currently utilizing welcome emails in your email marketing strategy – don’t panic. Try signing up for a few competitors’ newsletters or downloading an asset on their website to see what tactics they’re using in their welcome emails. Borrow things you like and adjust things that need improvement. Ultimately, creating a welcome email or series will only help to build trust and a longer-lasting relationship with your new contacts and prospects.