Welcome emails: why they matter for engagement
Have you subscribed to a newsletter and received an email immediately? This is called “welcome emails”, and they are so effective that they can lead to an improvement of up to 4 times the open rate and 5 times the number of clicks. Do not stay behind, read this content and discover more about this topic!February 09, 2023 16:36
Welcome emails are a tool that drives a Digital Marketing strategy. In fact, this resource optimizes the opening and click rates , generating up to 4 times more openings and 5 times more clicks than regular Email Marketing campaigns.
In short, this may be the first communication that a company has with a potential customer. It is often part of onboarding emails that help users become familiar with the brand.
In this content we are going to explain in detail what it is, why they are important in engagement and we end with the best tips for you to make very effective welcome emails.
Take a look at the next lines!
What are welcome emails?
Welcome emails allow brands to set the stage for the kind of cooperation they will have with their subscribers. Since these emails are sent after the purchase or when subscribing to a company’s newsletter , many of these messages are read, which means that the first impression they give the reader is the one they will keep over time.
According to an infographic from Invesp, 74% of people expect to receive welcome emails after signing up for a brand’s email list. Therefore, to ensure that these reach customers’ inboxes as soon as possible, it makes sense to work with a reliable automated email marketing service.
Why are welcome emails important for engagement?
We already know what they are, but what is their importance? To start, it is important that you know that subscribers who receive welcome emails show 33% more engagement with the brand; This happens because:
The numbers say: It really works!
If you launch an automated email marketing campaign, welcome emails are a priority.
Why? Two words: Yes they work. And, it is that, it has been shown that they are much more attractive than other marketing emails:
- have 86% higher open rates;
- 74% of new subscribers expect to receive a welcome email;
- subscribers who receive welcome emails show 33% more long-term brand engagement than those who don’t.
So, if you want to increase your email marketing metrics and, with this, sales, this is a must.
Because welcome emails are automatically sent to new subscribers, they avoid manually connecting with new leads, a tedious and time-consuming process for even the smallest businesses.
As long as you have good marketing automation software behind you, you will have no problem setting up your first welcome campaign. And once done, that’s it! (Just don’t forget to check back often for areas of improvement.)
Ever wish you had a minute to tell a potential customer about the company (and why it’s the best), entirely on your own terms?
In a welcome email, you are lord and master of the decision making. “The customer is always right,” sure, but before the customer has a chance to ask for something, you’ll have a chance to set expectations about what you offer, why you offer it, and how you do business.
More specifically, welcome emails should also set standards for email communication methods:
- What types of emails will you send?
- How often will you send them?
These clarifications can not only get subscribers excited about what’s to come, but also prevent them from being surprised by content in the future, which is where spam complaints and unsubscribes start showing up.
How to use email marketing efficiently? This is the way.
Welcome emails get attention
Welcome emails have a 10% higher read rate than other marketing emails. Don’t squash this rare opportunity to engage your target audience while they’re already engaged.
What you have written should really surprise you. Create an attractive, well-designed email that not only makes a positive first impression, but also offers subscribers something they can’t get anywhere else.
And remember, the road doesn’t stop at the email footer. Once a contact clicks, you should continue to impress with an eye-catching landing page , timely follow-up, and other Content Marketing efforts that are tailored to your buyer person.
If we get it right, this is just the beginning of a frictionless customer journey .
8 tips for writing the best welcome emails
These are 8 tips that will be useful for writing high-impact welcome emails:
1. Introduce the business
Marketers should use welcome emails to share more information about their business.
You also need to include an easy-to-detect sender name in the email.
2. Say thank you
The word “thank you” should be written in the body or subject to show that you appreciate the customers’ decision to subscribe to messages. An image, a proper GIF, or a single line of text can accomplish this.
3. Write an attention-grabbing subject line
Create a unique and clear subject line. To find an effective one, run several A/B tests to identify the one that generates the highest open and click rates.
4. Set expectations
Provides information about how often customers will receive emails from the business. Also, it’s good practice to let them establish regularity. In this way, you will have fewer unsubscribes and spam complaints.
5. Offer value up front
Don’t overwhelm your target audience with irrelevant marketing messages. Instead, focus on discounts, tips and tricks, and other valuable information that encourages them to take the next step with the brand.
6. Write a relevant and clear call to action (CTA)
Create effective calls to action that guide the reader to the next step. However, don’t confuse the audience with tons of CTAs in the email.
7. Share useful resources
Provide links to relevant content and resources for customers to engage more with the company. Videos, guides, blog posts, are some of the valuable content that brands can share with their audiences.
8. Get social!
Link to social channels related to your brand. Doing this will allow customers to connect with the company on other platforms such as social networks: Instagram, Facebook, LinkedIn, among others.