By Pam Neely April 28, 2022
Need to make an awesome first impression along with your new electronic mail subscribers? Ship them a welcome electronic mail marketing campaign.
Relatively watch? No prob!
It’s an enormous deal when somebody indicators up in your electronic mail checklist. You’ve put in a variety 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 executed 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 in order that they’ll grow 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, often one per day, and are sometimes 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 charge than different promotional emails. - To benefit from new subscribers’ curiosity in your emails – proper in the mean time after they’ve signed up.
- To assist your subscribers get to know you.
- To offer your new subscribers a message proper once they enroll in order that they received’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 awesome expertise.
Welcome emails, affirmation emails, and thanks pages
Let’s step again from welcome emails for a second and speak about 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 if you happen to’re utilizing double opt-in.
Simply to be clear: Welcome emails should not affirmation emails. Each kinds 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 referred to as “double opt-in,” the place individuals 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 ends in greater engagement charges afterward.
Right here’s a circulation chart that exhibits how welcome emails and affirmation emails differ, and the way they’ll work collectively.
We’re targeted on electronic mail messages on this put up, however there’s one other vital component of your welcome sequence: The thanks web page.
Because the graphic above exhibits, thanks pages are proven proper after somebody indicators up in 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.
A few of the smartest electronic mail entrepreneurs make nice use of their thanks pages. They don’t simply present an almost 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 new subscribers. It explains why he created his publication, what it contains, and what subscribers can count on from their expertise.
Components of an awesome welcome electronic mail
Welcome emails do a variety of issues, in order that they typically 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 count on from you and the way typically
- Delivering an incentive or “freebie” (if you happen to supplied one)
- Together with your contact data 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 College 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. It is a incredible option to discover out what subjects your viewers is focused on. It would additionally make you appear (and be!) extra accessible and pleasant.
Forms of welcome emails with examples
Your welcome electronic mail message ought to present every part your new subscribers want to begin studying about your enterprise. However relying on your enterprise mannequin and your electronic mail advertising technique, what they should know could also be totally different.
Listed below are a number of several types of welcome emails and some welcome electronic mail examples:
- Steps to getting began
Do you may have current content material, upcoming occasions or different particular gives you need new subscribers to learn about upfront? Then this sort of welcome electronic mail is for you.Professional-tip: Don’t overload individuals with data. 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
It is a nice choice that can assist you make a extra private connection along with your subscribers.Professional-tip: Not everybody can have a hard-hitting story like Trisha from Go Eat Your Beets within the instance under, however that doesn’t imply you may’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 could be a bit of nervous about writing the topic traces in your welcome campaigns.
Haven’t any worry. Listed below are ten nice welcome electronic mail topic traces. Additional credit score if you happen to arrange a topic line split-test to seek out out which one performs finest in 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.
The way to construction a welcome marketing campaign
As soon as you already know what you need to embrace in your welcome campaigns, you may start structuring the remainder of your welcome sequence.
In the event you’re new to the thought of electronic mail automation, a welcome marketing campaign is the right place to begin.
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, if you happen to 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, you must 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:
E mail #1:
Timing: Despatched instantly after signing up
Purpose: Ship your freebie/lead magnet or any particular gives and clarify what to anticipate out of your emails, together with how often you’ll ship them.
E mail #2
Timing: Despatched 24 hours after signing up
Purpose: Clarify the “why” of your organization and your mission assertion. Invite subscribers to observe you on totally different social media platforms.
E mail #3
Timing: Despatched 48 hours after signing up
Purpose: Embrace 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 simply’ve written already which might be essentially the most precious content material in your audience,” 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 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 electronic mail can at all times be improved later. Put collectively the very best one now you can, observe which hyperlinks individuals click on essentially the most, then return and make your welcome electronic mail even higher afterward.
Need to make issues even simpler? You too can use welcome electronic mail templates, and even an entire welcome sequence automation to save lots of your self extra time.
What occurs after the welcome marketing campaign
The enjoyable doesn’t need to 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 checklist. It’s as much as you what occurs subsequent.
