By Pam Neely April 28, 2022
Wish to make an ideal first impression along with your new e mail subscribers? Ship them a welcome e mail marketing campaign.
Quite watch? No prob!
It’s an enormous deal when somebody indicators up to your e mail listing. You’ve put in a number of work to draw this particular person and to construct up sufficient belief with them that they’ll allow you to into their inbox.
However the work isn’t completed 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 so that they’ll develop into a long-term, enthusiastic subscriber.
All that begins with a welcome e mail.
What’s a welcome e mail?
A welcome e mail is an automatic e mail message that’s despatched out to new subscribers as quickly as they join your e mail listing.
Some e mail entrepreneurs don’t ship a single welcome e 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 e 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% increased click-through price than different promotional emails.
- To take advantage of new subscribers’ curiosity in your emails – proper in the meanwhile after they’ve signed up.
- To assist your subscribers get to know you.
- To present your new subscribers a message proper once they join so that they gained’t have to attend till your subsequent regularly-scheduled e mail.
- To showcase the content material you need new subscribers to see first.
- To extend your subscribers’ engagement along with your listing 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 consists of the thanks web page you present subscribers after they’ve signed up and a affirmation e mail message should you’re utilizing double opt-in.
Simply to be clear: Welcome emails usually are not affirmation emails. Each sorts of emails are despatched proper after subscribers join, however a affirmation e mail is used to verify that somebody needs to be in your listing.
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 need to join. Double opt-in does require an additional step, nevertheless it’s value it. It usually ends in increased engagement charges afterward.
Right here’s a circulate chart that reveals how welcome emails and affirmation emails differ, and the way they will work collectively.
We’re centered on e mail messages on this publish, however there’s 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 to your listing. 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 number of the smartest e 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 e 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, nevertheless it’s the right introduction to the publication for brand new subscribers. It explains why he created his publication, what it consists of, and what subscribers can anticipate from their expertise.
Parts of an ideal welcome e mail
Welcome emails do a number of issues, so that they typically embody a number of completely 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 typically
- Delivering an incentive or “freebie” (should you supplied 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 e mail? It’s within the postscript. He asks new subscribers to submit a query. This can be a incredible method to discover out what subjects your viewers is involved in. It would additionally make you appear (and be!) extra accessible and pleasant.
Varieties of welcome emails with examples
Your welcome e mail message ought to present all the pieces your new subscribers want to begin studying about your corporation. However relying on your corporation mannequin and your e mail advertising and marketing technique, what they should know could also be completely different.
Listed here are a couple of various kinds of welcome emails and some welcome e mail examples:
- Steps to getting began
Do you’ve gotten current content material, upcoming occasions or different particular presents you need new subscribers to find out about upfront? Then the sort of welcome e 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 e mail instance from Litmus covers all these bases:
- Get to know you higher
This can be a nice possibility that can assist 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 beneath, however that doesn’t imply you’ll be able to’t embody a couple of tidbits about your self to indicate that there’s an actual human being behind these emails.
Welcome e mail topic traces
If you know the way vital topic traces are, and you know the way vital welcome emails are… you could be somewhat nervous about writing the topic traces to your welcome campaigns.
Don’t have any concern. Listed here are ten nice welcome e mail topic traces. Further credit score should you arrange a topic line split-test to seek out out which one performs finest to your listing:
- Welcome to [Your company name or your newsletter’s name]!
- Welcome! Your [name of freebie/lead magnet] is ready
- You’re on the listing. 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.
Methods to construction a welcome marketing campaign
As soon as what you need to embody in your welcome campaigns, you’ll be able to start structuring the remainder of your welcome sequence.
In the event you’re new to the concept of e mail automation, a welcome marketing campaign is the right place to begin.
The primary e mail of your welcome marketing campaign will assist set the tone for the remainder of the emails in your welcome marketing campaign. And, should you select to ship just one e 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 along with your and your emails.
Earlier than you determine the content material of every e mail, it is best to define your objectives to make sure that your content material aligns with them. Right here’s a pattern define that you need to use to construction your welcome marketing campaign:
Electronic mail #1:
Timing: Despatched instantly after signing up
Objective: Ship your freebie/lead magnet or any particular presents and clarify what to anticipate out of your emails, together with how often you’ll ship them.
Electronic mail #2
Timing: Despatched 24 hours after signing up
Objective: Clarify the “why” of your organization and your mission assertion. Invite subscribers to observe you on completely different social media platforms.
Electronic mail #3
Timing: Despatched 48 hours after signing up
Objective: Embrace 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 e mail about screw caps vs. corks – a hotly debated subject amongst wine aficionados and newbies alike.
Nonetheless undecided what to incorporate for welcome e mail content material? Do that technique that blogger John Corcoran recommends for creating your first welcome e mail sequence:
“Take six articles that you just’ve written already which are probably 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 listing will get one e mail per week from you for six weeks they usually can get to know you.”
Don’t have six articles? That’s okay – begin with one or two, then add extra later. Your welcome e mail can all the time be improved later. Put collectively one of the best one now you can, observe which hyperlinks folks click on probably the most, then return and make your welcome e mail even higher afterward.
Wish to make issues even simpler? It’s also possible to use welcome e 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 must cease on the finish of your welcome marketing campaign. Because of 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 publication listing. It’s as much as you what occurs subsequent.