In line with the First Impressions E mail Advertising and marketing Examine carried out by Ciceron, solely 39% of manufacturers ship a welcome e mail. Regardless of that, in keeping with GetResponse, 8 out of 10 folks will open a welcome e mail.
41% of manufacturers didn’t ship a welcome e mail inside the first 48 hours after a subscriber joined.
And 27% despatched zero emails within the first three weeks.
These welcome e mail statistics inform a compelling story.
You possibly can put quite a lot of effort into your e mail newsletters and product launch automations. You possibly can optimize your topic strains, preheader textual content, microcopy, and buttons. You may make positive to make use of bulletproof buttons and hold deliverability excessive.
All of that e mail optimization is vital. However should you aren’t sending welcome emails, you’re lacking a possibility that blows all of them out of the water.
On this publish:
- What’s a welcome e mail?
- Why is a welcome e mail vital?
- 6 methods to make use of welcome emails (and welcome e mail greatest practices)
- What goes into nice welcome emails?
- 7 welcome e mail examples
What’s a welcome e mail?
A welcome e mail is the primary e mail {that a} new subscriber sees after they be part of your e mail checklist. As a result of it’s the primary e mail you ship, it’s your greatest probability to have interaction along with your subscribers and present them your distinctive tone of voice.
When somebody provides you their contact info, it’s like a handshake. It’s like they prolong a hand and say “Good to satisfy you, I’m [name]. I’ve heard rather a lot about you” Your welcome e mail is you reaching out for a handshake.
You don’t wish to have a weak handshake
It’s your first private, one-to-one impression within the buyer onboarding course of.
That first impression can do quite a lot of various things. You should use it to extend gross sales, ask for referrals, get shares, level folks to fascinating content material, assist folks get essentially the most out of a purchase order, or begin a welcome sequence that leads as much as a distinct aim.
Even when it’s simply to your e mail publication and never making an attempt to get gross sales—your welcome e mail it an enormous alternative. Make certain it does greater than affirm a subscription.
There are quite a lot of affirmation emails on the market that appear to be this:
I believe I’ll be clicking that unsubscribe button now
Your welcome e mail doesn’t have to be one in every of them.
7 welcome e mail examples
For some welcome e mail inspiration, listed here are 7 examples of excellent welcome emails that I believe do a very good job of illustrating the totally different jobs you may ask your welcome e mail to perform.
7 nice welcome e mail examples:
- Copy Hackers
- Headspace
- Summer time Tomato
- Airbnb
- Amazon Echo
- The Important Man
- Platinum Pores and skin Care
Welcome e mail instance 1: Copy Hackers
Joanna Wiebe of Copy Hackers is an excellent e mail copywriter. Whenever you register for her weekly copywriting tutorials, she sends the above welcome e mail.
This welcome e mail instance accomplishes just a few issues.
First, it confirms that you’re registered for the tutorials. You need your welcome e mail to be greater than simply a affirmation e mail, but it surely does nonetheless want to verify that individuals will get what they requested for.
Second, it takes benefit of excessive engagement. Welcome emails have quite a lot of engagement, so Joanna takes the chance to supply some related content material.
Lastly, realizing that Joanna is a believer in segmentation, I’d be shocked if she isn’t tagging her subscribers primarily based on which hyperlink they click on. Any info you may accumulate in your subscribers’ pursuits might be helpful down the road.
Takeaways:
- Phase. Segmentation doesn’t have to be difficult. Take each alternative to gather details about your viewers.
- Character. Joanna may have simply dumped hyperlinks. As a substitute, she says “why not make a Nespresso and…” Use your welcome emails to showcase your character.
- Give worth. The hyperlinks to widespread tutorials assist with segmentation, however additionally they ship worthwhile, fascinating content material.
Welcome e mail instance 2: Headspace
Supply: Headspace by way of Actually Good Emails
Headspace is a guided meditation app with a really distinctive model fashion. The lead magnet for Headspace is 10 days of guided meditation, and also you get this e mail if you join it.
Merely put, this can be a strong welcome e mail to new clients. It’s bought some design, but it surely stays clear and clear. The design helps the message as a substitute of overpowering it.
It has a transparent aim and name to motion, making an attempt to attract folks into the app to begin meditating.
And, decrease down, it clarifies that the reader has 10 days of free meditation, and might want to subscribe to get extra.
Takeaways:
- Name-to-action. Whenever you want somebody to have interaction with an app or product, make your welcome e mail CTA distinguished and clear.
- Set expectations. The reader will get 10 free days of meditation, and this new buyer e mail reminds them of that.
- Reinforce model. Headspace is understood for its doodles and cartoonish fashion. This e mail highlights that.
Welcome e mail instance 3: Summer time Tomato
Darya Rose is a neuroscientist (yep, she’s bought a PhD) who helps folks reduce weight with out weight-reduction plan. Subscribers get this welcome e mail after they request her “starter package” lead magnet.
I like this e mail partially due to how easy the lead magnet it.
Darya realized that providing a lead magnet is rather more compelling than asking folks to subscribe to an e mail publication. As a substitute of going by means of a complete lead magnet design course of, she pulled collectively a few of her high blogs, branded them as a “starter package,” and despatched it in an e mail.
Sensible. Excellent should you’re low on time and assets.
This sort of e mail can be good as a result of the lead magnet itself gives folks useful content material. It’s the primary touchpoint to Summer time Tomato’s model and key differentiator, and subsequent emails on this automation construct on her promise to “reduce weight with out weight-reduction plan.”
Takeaways:
- Easy lead magnets are okay. In the event you don’t know learn how to make a flowery e book or video, a easy assortment of assets can do the job.
- Reinforce model message. “My aim isn’t that can assist you for weeks or months. My aim is that can assist you for YEARS.” That’s the worth proposition of Summer time Tomato, and Darya states it clearly.
- Credibility. Darya mentions hundreds of readers, in addition to sharing a chapter from her guide. At this level, the reader is aware of she has a Ph.D., however these reinforce her credibility.
Welcome e mail instance 4: Airbnb
Supply: Airbnb by way of Actually Good Emails
Airbnb is well-known as an organization, and this welcome e mail is an efficient instance of one thing that has led to its success.
When you have got strangers providing to provide one another housing, there’s an actual danger that the visitor expertise will likely be lower than stellar. Airbnb works to forestall that by delivering this e mail after a list is confirmed.
This can be a affirmation e mail and a welcome e mail. It confirms {that a} itemizing is submitted, and delivers useful hyperlinks to assist folks give a greater expertise to their company—which is best for company, higher for hosts, and higher for Airbnb.
Takeaway:
- What’s the aim of your welcome e mail? Airbnb needs folks to have an ideal visitor expertise, in order that they assist their hosts with helpful content material.
- Ship helpful welcome e mail content material immediately. You possibly can customise the content material that you just ship primarily based on what you realize about your subscribers. Airbnb would ship a distinct e mail to a visitor.
- Use all of the area you have got. That is each a affirmation e mail and a welcome e mail. Who mentioned affirmation emails have to be boring?
Welcome e mail instance 5: Amazon Echo
Supply: Amazon by way of Actually Good Emails
Once I first bought my Amazon Echo, I used to be excited. It may truly acknowledge my voice and reply my questions!
However finally, I ran out of inquiries to ask. After some fundamentals—What time is it?” “What’s the climate?” “How tall is Kareem Abdul-Jabbar?”—I began to lose curiosity.
In a superb instance of getting folks to make use of their product, Amazon despatched over this welcome e mail for brand new clients: an inventory of latest issues I may ask Alexa.
Granted, I nonetheless largely use my Echo within the morning, to test the time whereas my face is buried in a pillow. However this e mail helped me understand that I may use it for greater than that.
And, in case you had been questioning, Kareem Abdul-Jabbar is 7’2”.
Takeaways:
- Know what folks need. Amazon needs folks to play with their Echo and is aware of that after some fundamentals (e.g. “What time is it?” “What’s the climate?” “How tall is Kareem Abdul-Jabbar?”) clients will run out of concepts.
- Give folks what they need. Amazon sends alongside an inventory of concepts, realizing that the extra folks use their Echo, the extra they’ll prefer it and inform their mates about it (and the extra the sensible dwelling business has the potential to develop).
- Combine enterprise and pleasure. “Alexa assist me sleep” is severe. “Alexa inform me a winter joke” will not be. Humor is underused, however helps folks connect with your model.
Welcome e mail instance 6: The Important Man
Peter Nguyen is a males’s fashion coach, who writes at The Important Man. He helps younger, skilled males develop their very own private fashion with out breaking the financial institution or drowning in garments.
He additionally sends an ideal instance of a segmented welcome e mail. Do his subscribers wish to have higher dates? Look extra skilled? Or simply look good on the whole?
By sending three hyperlinks and tagging folks primarily based on their clicks, he will get the reply immediately—and has the flexibility to ship focused follow-up emails.
Takeaways:
- Phase! Like Joanna, Peter takes the primary alternative to section his subscribers.
- Know what segments you appeal to. Discover that Peter has three separate worth propositions. He’s already completed viewers analysis to determine what his totally different audiences care about.
- Tease the subsequent e mail. Constructing anticipation (“Tomorrow I’m going to be sending you…”) can enhance e mail open charges to your second welcome e mail.
Welcome e mail instance 7: Platinum Pores and skin Care
Platinum Pores and skin Care does nice e mail advertising and marketing. What makes Platinum Pores and skin Care totally different from the opposite nice welcome e mail examples on this checklist is that they use a quiz as their lead magnet for subscribers.
This quiz lets Platinum Pores and skin Care accumulate contact info, but it surely additionally lets them section subscribers earlier than they even get an e mail.
Does somebody on a skincare website wish to enhance dry pores and skin or struggle zits? It may very well be both, so Platinum Pores and skin Care makes use of the quiz for segmentation—then instantly follows up with a product advice distinctive to every individual’s outcomes.
On the identical time, not everybody who completes a web-based quiz is able to purchase. This welcome e mail is the primary in a sequence, the place every subscriber will get useful skincare suggestions primarily based on their outcomes from the quiz.
It’s a superb method to e mail segmentation that makes Platinum Pores and skin Care’s welcome e mail all of the extra highly effective.
Takeaways:
- Phase! Are you sensing a theme? Platinum Pores and skin Care is a good instance as a result of they really handle to section earlier than the welcome e mail.
- Goal your welcome e mail content material. The welcome e mail and automatic follow-up e mail are personalized primarily based on the outcomes of the quiz (and every subscriber’s wants).
- Don’t be afraid of textual content! It’s vital that individuals know what you stand for. Particularly after going by means of a high-engagement lead magnet (like a quiz), your subscribers will likely be keen to listen to from you.
Why is a welcome e mail vital?
Do welcome emails work? Sure.
Your welcome e mail is your greatest probability to have interaction new contacts. Apart from being your first probability to make a very good, personalised impression, a welcome e mail is your greatest alternative to get folks to take motion.
New contacts wish to hear from you!
Open charges and clickthrough charges are nearly at all times the very best on welcome emails. It’s your greatest probability to succeed in a brand new contact and get them to have interaction with you—whether or not meaning studying a weblog publish or on the brink of purchase a product.
Right here’s a screenshot from the report for the welcome e mail from one in every of my weblog posts.
That’s a click-to-open price of 90%
An 85% open price! 77% clickthrough! That’s a click-to-open price of 90%. I want my gross sales emails bought that sort of response.
New contacts are the contacts more than likely to say sure to your name to motion. They’re excited. They’re anticipating you to e mail them immediately.
In the event you don’t ship a welcome e mail, you’re lacking that chance.
Knowledgeable perception: Andy Crestodina on welcome emails
“There’s one e mail that will get the next open price than all others: the welcome-to-my-list e mail.
It’s no shock. The recipient is at their peak curiosity. They simply transformed right into a subscriber, so they’re need your content material and belief your model. Setting this auto-response it a no brainer. Opens and click on by means of charges are sometimes 2x some other emails you ship.
Think of it as simply being well mannered. When somebody begins listening, it is best to say howdy, proper? When somebody asks for extra, give them your greatest. I consider the welcome sequence as each sensible advertising and marketing and customary courtesy.”
– Andy Crestodina is a advertising and marketing knowledgeable, thought chief, and co-founder of Orbit Media Studios. He’s an knowledgeable in web optimization, internet design, and utilizing knowledge to information advertising and marketing technique.
6 methods to make use of welcome emails (and welcome e mail greatest practices)
You understand that your welcome e mail must have extra info than only a subscription affirmation. However what can you place in a welcome e mail?
Even as soon as you realize {that a} welcome e mail is your greatest probability to get engagement out of your new e mail subscribers, there are different questions that have to be answered.
- “What ought to I write in my welcome e mail?”
- “Ought to I’ve a name to motion?”
- “How do I do know if my welcome e mail is working?”
These questions begin to get answered if you suppose previous the tactic.
What do I imply by that?
As a substitute of considering “I ought to ship a welcome e mail as a result of welcome emails get quite a lot of engagement,” ask your self—what worth does a welcome e mail deliver to your enterprise?
How will you use this instrument to attain your broader enterprise targets?
Listed below are 6 widespread methods to make use of a welcome e mail — and a few welcome e mail greatest practices.
- Lead magnet supply
- A pitch for a product
- Begin a welcome e mail sequence or welcome marketing campaign
- Get folks to make use of your product with onboarding welcome emails
- Give folks useful info
- Phase your viewers
1. Lead magnet supply
In the event you promised to ship a lead magnet, the welcome e mail is the time to do it.
This may be the best use of a welcome e mail as a result of individuals are anticipating the lead magnet they had been promised.
I as soon as bought a beautiful e mail from a sort new subscriber that learn “Dude, you suck at advertising and marketing. [expletive] you and [expletive] your website. Ship what you say you’ll ship.”
Unbeknownst to me (or, apparently, him), my lead magnet was being delivered to the Promotions tab of Gmail.
He finally apologized—however the lesson is that individuals count on you to ship in your lead magnets.
How will you ship a lead magnet? A great e mail advertising and marketing or advertising and marketing automation service makes lead magnet supply easy. In ActiveCampaign, for instance, we have now pre-made automation that you should utilize to ship as many various lead magnets as you want.
When you’ve delivered a lead magnet, there’s nonetheless extra you may get out of this primary e mail. For extra welcome e mail concepts, learn on.
2. A pitch for a product
Your welcome e mail is more likely to see the very best open charges of any e mail you’ll ever ship. For that cause, it won’t be a nasty time to pitch a product.
Right here’s an ideal welcome sequence instance: On-line enterprise coach Graham Cochrane used to run a welcome e mail sequence that led to a free webinar and gross sales pitch. As he shared on GrowthLab, he was in a position to get an 89% enhance in gross sales by shifting the decision to motion for his webinar instantly after somebody subscribed.
Supply: GrowthLab
Listed below are the precise steps of Cochrane’s e mail funnel, as he wrote about them on GrowthLab (on this context, a “carrot” is a lead magnet).
“That is the brand new funnel:
- Join carrot (100%)
- Taken to a “Thanks” web page, emailed PDF obtain, invited to a webinar
- Join a webinar (20%)
- Attend webinar (10%)
- Get pitched product
- Purchase product
$24,759 / month avg.”
(That quantity is in comparison with his earlier common of $13,101 / month).
That is usually a very good play for e-commerce companies. If you realize that merchandise are associated or ceaselessly purchased collectively, together with a CTA or short-term coupon for associated merchandise might help a buyer change into a repeat buyer.
Jordan Skole made this level throughout an ActiveCampaign reside AMA:
“When somebody buys one in every of my merchandise, that offers me a way of what else they may be fascinated about. What else do individuals who get the product often purchase? I can section primarily based on that info to make a focused provide.”
Your welcome e mail isn’t at all times the best time for a pitch—some folks will want extra time earlier than they’re keen to purchase. A fast sale may be tougher should you promote high-priced merchandise, the place shopping for cycles are usually longer.
Nonetheless, together with a gross sales pitch in your welcome e mail is totally value testing.
3. Begin a welcome sequence or welcome marketing campaign
A welcome sequence or automated follow-up sequence might help you nurture leads that aren’t prepared to purchase instantly.
A welcome sequence is a straightforward kind of advertising and marketing automation. This video, from the free course Getting Began with ActiveCampaign, provides you some good methods to get began with organizing your automations.
Considered one of my favourite components about Grant Cochrane’s new webinar pitch is that the subscribers that don’t register for his webinar nonetheless undergo his regular welcome sequence—so he has two alternatives to transform them.
A welcome e mail sequence can have as many targets as there are forms of companies.
A number of potential targets for a welcome sequence
A service-based enterprise may ship focused welcome content material that builds belief and demonstrates experience. An e-commerce enterprise welcome e mail can share tricks to get essentially the most out of a product. A SaaS enterprise welcome e mail can attempt to get folks to click on round of their app. And quite a lot of on-line companies use a welcome sequence to promote an info product or course.
Knowledgeable perception: Joel Klettke on welcome e mail subsequent steps
One of the crucial vital issues you are able to do in a welcome e mail is give folks a transparent image of subsequent steps.
What’s the ONE small step they will take RIGHT NOW to change into a extra profitable person? What tiny little ahead movement may assist push the snowball down the hill?
Guarantee that no matter you provide as a subsequent step, it’s simple, attainable, and strikes them towards their “AHA” second of being a person or subscriber.
– Joel Klettke is a conversion copywriter. He’s the founding father of Enterprise Informal Copywriting and Case Examine Buddy.
As a result of there are such a lot of potential methods to make use of a welcome e mail sequence, we wrote a completely separate article on the topic. You possibly can learn it right here: 7 Steps to Create Your Finest Automated Comply with-up Sequence.
4. Get folks to make use of your product with onboarding welcome emails
In the event you run a software program firm or have an app, you need folks to get into utilizing your product as shortly as potential. The sooner they attain their “aha” second, the extra probably they’re to stay round.
Even should you aren’t in tech, onboarding welcome emails may nonetheless be vital.
In the event you run a web-based course or a membership website, you realize that it may be robust to get folks to stay round. An onboarding sequence:
- Will get folks to have interaction along with your product immediately
- Reduces “evaluation paralysis,” by displaying your clients some fast wins
- Ends in extra folks ending your programs (and extra folks recommending you to mates)
For these causes, an account welcome e mail usually features a name to motion to deliver readers again into your app or product.
This sort of e mail is within the checklist of welcome e mail examples beneath.
5. Give folks useful info
Perhaps you aren’t promoting something but, otherwise you promote a product/service with a really lengthy shopping for cycle—one that individuals aren’t probably to purchase immediately.
Perhaps you wish to make certain your clients get essentially the most out of a product they’ve bought.
Typically, your aim is to provide your subscribers info. Welcome emails are a very good alternative to ship content material that helps nurture subscribers.
When is it vital to ship content material in your welcome emails? What welcome e mail content material are you able to ship?
- Ship content material associated to the particular lead magnet somebody downloaded
- Use content material to automate gross sales emails that you’d usually ship by hand
- For lengthy shopping for cycles, use content material to begin constructing belief with new subscribers
The hyperlinks in these new buyer welcome emails may also be used to section your viewers.
6. Phase your viewers
Typically you may inform what introduced a brand new contact to your checklist primarily based on what lead magnet they downloaded or what web page they subscribed from.
Different instances, if you serve a number of audiences, you won’t make sure which viewers a brand new contact falls underneath.
What do you do? Ask them to self-segment. You’ll see some examples of those within the emails beneath.
To do that, embody a set of hyperlinks in your welcome e mail. Supply a set of hyperlinks that handle totally different ache factors for various audiences. When somebody clicks on a hyperlink, add a tag so you realize who they’re. You possibly can even have this set off a brand new automation.
I whipped up this fast instance as an example the purpose. On this bare-bones pattern e mail, I ask folks to decide on what they’re most fascinated about: automations, content material advertising and marketing, or branding. Once they click on the hyperlink, I add the related tag.
E mail segmentation helps you ship essentially the most related content material and gives to your contacts. The earlier you may section your e mail checklist, the extra alternatives you must ship focused content material.
What goes into nice welcome emails?
To raised create your greatest welcome e mail to your buyer onboarding circulate, realizing what a welcome e mail can accomplish is an efficient begin—however what makes an ideal welcome e mail nice to start with?
Solely 39% of manufacturers are sending welcome emails. You must think about that the proportion of manufacturers sending good welcome emails is even decrease.
Knowledgeable perception: Val Geisler on the most effective welcome emails being welcoming
“A welcome e mail ought to just do that: welcome your reader. It needs to be the start of constructing a relationship, not a gross sales pitch or a push to your product.
Take into consideration if you buy groceries and there’s somebody there greeting you proper if you stroll within the retailer. If they are saying “Hello! We’re having a sale and I believe you’d look nice on this shirt and it’s 50% off so I’ll simply put it in a becoming room for you okay?” it’s a jarring expertise. You simply walked into the shop!
Distinction that with the identical salesperson saying “Hey, welcome! It’s fairly sizzling on the market immediately, isn’t it? I’m Miranda, by the way in which. I’m right here should you want something as you go searching.” Fairly the totally different expertise. The second welcome makes you are feeling seen and human, the primary makes you are feeling like a strolling pockets.
Your welcome emails ought to intention to make your readers really feel seen and human too. Lead with a heat welcome and save the gross sales for in a while in your buyer onboarding.”
– Val Geisler has been known as an e mail geek, a copywriter, a marketer, and an actual sport changer (however you may simply name her Val). You possibly can be taught extra about e mail copywriting and e mail advertising and marketing technique on her web site.
Listed below are some issues to remember.
Stunning welcome e mail design is much less vital than a usable welcome e mail design
No, I’m not saying it is best to ship ugly emails. However too usually, companies spend quite a lot of time on welcome email templates and design—and never practically sufficient time deciding what truly goes of their welcome emails.
Contemplate your higher-level targets. What motion would you like folks to take? What would you like folks to really feel?
You might discover that a wonderful welcome e mail design is vital to your aim. You may additionally discover that text-based emails are completely sufficient to perform your targets.
E mail topic strains, from names, and preheader textual content matter
As soon as you realize what welcome e mail content material you wish to ship, your general message, and your targets—then you may fear about particulars like welcome e mail topic strains and names.
And so they’re value worrying about. Open charges for welcome emails are often excessive, which is nice. However a very good topic line might help you attain much more folks. It might even be so compelling that it provides you a lift to your clickthrough price.
Listed below are some fast e mail greatest practices that can assist you enhance open charges:
Right here’s an instance from Andy Crestodina of Orbit Media (who additionally has a very good weblog publish on learn how to enhance e mail open charges):
The e-mail comes from an individual. I just like the inclusion of an organization title because it reminds the recipient why they’re getting the e-mail. There’s social proof within the headline, and the preheader textual content isn’t gibberish.
For comparability, right here’s an e mail the place the preheader textual content may use some work.
Nice preheader textual content builds curiosity and entices folks to click on. In the event you don’t consciously replace your preheader textual content, it’ll usually default to displaying the start of your e mail.
Clear welcome e mail CTAs
Not like quite a lot of emails, your welcome e mail doesn’t essentially must have just one call-to-action (CTA). (It ought to in all probability have not less than one although.)
But it surely does must have one aim.
Whether or not that aim is to get folks to self-segment, entice folks again into your app, promote a associated product, or present helpful info, clear CTAs will assist you enhance conversions and observe success.
Conclusion: write an ideal welcome e mail
To ship an ideal welcome e mail, it is advisable have an ideal understanding of your personal targets and your subscribers’ wants.
What can a welcome e mail do for you?
- A welcome e mail can double as a affirmation e mail
- It might ship focused, helpful content material
- It permits you to section your viewers
- You should use it to pitch your merchandise
- It reinforces your model and tone of voice (use these e mail templates to remain on model!)
Whenever you perceive your targets, give attention to offering worth, and give attention to e mail advertising and marketing fundamentals, you may create a welcome e mail that works tougher than a easy affirmation.
