Sending a welcome email sets the foundation for the rest of your communications with your customers. This could be a subscription confirmation or a post-purchase email, but in either case, your email is one of your most important email marketing tools.
Company welcome emails have a massive open rate and conversion rate compared to promotional emails. Nearly 50% of welcome emails get opened, in contrast to less than 20% of promotional emails. Conversion rates can be over five times as high for a welcome email as well. Optimizing your welcome email (and sending one in the first place!) to ensure you’re on the bright side of those statistics is key, and hitting all the marks earns you repeat business and maybe even a lifetime customer. The stakes are high.
The success of your email marketing starts with the first email you send to your new subscribers. It should welcome new subscribers and provide interesting content or necessary information to make them interested in with what you have to offer next. Your welcome message is not just to thank them for signing up. Use it as an opportunity to help your subscribers and build trust and relationships.
Below are some tips and tricks on how to use welcome email templates for new customers to stand out:
Reach out promptly
Email marketing is one of the most effective channels in making a sale and having repeat customers. In fact, email is the backbone of customer retention when done right.
Send your email immediately. Emails sent immediately deliver better results than those sent batched or sent the next day or even a few hours later.
- Timing is everything. You’ll want to reach out soon after your customer signs up for your email list. Waiting a day too long runs the risk that the email will be deleted, that the customer finds the same product or service from a competitor, or that the customer has forgotten who you are and that they signed up to an email list. Customers are busy. Life goes on and your business, product, or service isn’t always a top priority. For example, if you’re using a discount or promo code to build your email list, you’ll need to send the email within minutes.
- Track customer behavior to ward off inactivity. A subscriber’s interest can be gone in a matter of days or weeks. What’s even worse is that there are customers that don’t open welcome emails on signing up. Keep track of the customers who haven’t opened their emails and send them a follow-up email and ask if they have problems with your email or your site.
Use an effective and clear subject line
Everyone loves a good mystery – but not in his or her inbox. Be sure your customer knows what to expect when opening your email. Keep it short and sweet, ideally less than 50 characters. Consider the following tips when writing an effective and clear subject line as well:
- Don’t write in all CAPS and avoid exclamation points. This makes your email look spammy.
- Be on point. Tell them what the email is all about. If you are emailing about your products, then focus more on the benefits of your product. Your subject line should not sell something.
- Make the subject line enticing. Instead of emailing people about giving away your ebook, use a more obscure subject line like “This book made me successful.” People will naturally be curious about what that book is.
- Create a sense of urgency. People naturally do not want to miss out on something and you can take advantage of this feeling in your subject line. However, do not make it sound too desperate or too sales-y.
- Ask a question. One of the most effective techniques is to ask your subscribers a question that they will answer “yes” to. Using this method, your subscriber will want to see how you can fix the problem, and therefore be curious about opening your email. Asking a question is also an effective call to action (CTA).
Customize your message
Did you get your customer’s name? Using your customer’s name in an email can be just as effective as using their name when out on the showroom floor or in your office. Personalize, but go beyond just using your customer’s name – if possible, customize your offer to their interests as well. Tracking what the customer purchased or inquired about allows you to offer a related product or service or offer additional information on the purchase they’re considering.
Remind them what they’ve signed up for. Some subscribers open their email a couple of days after signing up, so remind them why they are getting an email from you.
- Give a brief introduction about yourself. Keep the introduction brief and focused on why it brings value to their life.
- Connect with your customers. Default emails like “Your subscription is confirmed” or “You have successfully created an account” are bland, uninviting, and make customers think twice about whether or not you can provide what you promise. Connect with your customers and make your emails sound more human. Think of it as though you’re speaking directly in front of them. This is what will help your customers engage with your brand and convert.
- Ask questions. Asking questions not only invites engagement but is also a great way to gather data on something you want to know. However, when you ask questions, be willing to reply to their responses, otherwise, this method won’t work.
Offer a discount, coupon, or perk
Be sure to reinforce the idea that your customer signed up for your email list because they saw something they liked about your product or service and offer something special. A thank you perk or a discount or a coupon provide value and will make your new customer less likely to hit the unsubscribe link. Whatever promotion or perk you decide to offer, be sure your customers will find value in the offer. Make the customer feel special like they’re getting something only a select group of people are getting.
By offering discounts and perks, you create goodwill between your subscribers and your business. When timed properly, these could create a sense of urgency and provide you with a better chance of getting conversions. Offering subscribers a discount upon signing up or as a welcome gift, for example, benefits not just your business but your customers as well.
Use an optimized call to action
One of the first things any salesperson learns is the importance of asking questions. Whether it’s by email or web copy, your call to action is how you ask them to order something or use your service. Without an effective call to action directing the customer what to do next, it’s likely that the customer will do nothing at all. The call to action is the culmination of all the other things you did right in your email. Don’t let an otherwise perfect execution fizzle out. Take the time to build a call to action that works.
- Make your CTA stand out from the rest of the content. Instead of a hyperlinked text, use buttons and make it stand out. Initiate urgency like using the words “Shop Now” and other words that provide an actionable task.
- A/B testing: It’s not always obvious that your CTA works for your customers. That is why you need to test every possible scenario. A/B testing allows you to compare two versions of your email to see which is more effective.