Based on the First Impressions E-mail Advertising and marketing Research carried out by Ciceron, solely 39% of manufacturers ship a welcome e-mail. Regardless of that, in keeping with GetResponse, 8 out of 10 individuals will open a welcome e-mail.
41% of manufacturers didn’t ship a welcome e-mail throughout 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 a number 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 maintain deliverability excessive.
All of that e-mail optimization is essential. However in case 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 essential?
- 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 a part of your e-mail record. As a result of it’s the primary e-mail you ship, it’s your greatest likelihood to interact together with your subscribers and present them your distinctive tone of voice.
When somebody offers you their contact info, it’s like a handshake. It’s like they lengthen 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 need 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 a number of various things. You should utilize it to extend gross sales, ask for referrals, get shares, level individuals to attention-grabbing content material, assist individuals get essentially the most out of a purchase order, or begin a welcome sequence that leads as much as a distinct purpose.
Even when it’s simply on your e-mail e-newsletter and never making an attempt to get gross sales—your welcome e-mail it an enormous alternative. Be sure that it does greater than verify a subscription.
There are a number of affirmation emails on the market that seem like this:
I feel I’ll be clicking that unsubscribe button now
Your welcome e-mail doesn’t must be one in all them.
7 welcome e-mail examples
For some welcome e-mail inspiration, listed here are 7 examples of excellent welcome emails that I feel do an excellent job of illustrating the completely different jobs you’ll be able to 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 impressive e-mail copywriter. While you register for her weekly copywriting tutorials, she sends the above welcome e-mail.
This welcome e-mail instance accomplishes a number of 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 a number 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’ll be able to acquire in your subscribers’ pursuits might be helpful down the road.
Takeaways:
- Section. Segmentation doesn’t must be sophisticated. 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 in style tutorials assist with segmentation, however additionally they ship invaluable, attention-grabbing 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 type. The lead magnet for Headspace is 10 days of guided meditation, and also you get this e-mail if you join it.
Merely put, it is a strong welcome e-mail to new prospects. 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 purpose and name to motion, making an attempt to attract individuals into the app to start out 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. While you want somebody to interact with an app or product, make your welcome e-mail CTA outstanding 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 type. 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 individuals drop pounds with out weight-reduction plan. Subscribers get this welcome e-mail after they request her “starter package” lead magnet.
I like this e-mail partly due to how easy the lead magnet it.
Darya realized that providing a lead magnet is far more compelling than asking individuals to subscribe to an e-mail e-newsletter. As a substitute of going via an entire 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.
Good. Excellent in case you’re low on time and assets.
This type of e-mail can be good as a result of the lead magnet itself affords individuals 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 “drop pounds with out weight-reduction plan.”
Takeaways:
- Easy lead magnets are okay. When you don’t know how one can make a flowery e-book or video, a easy assortment of assets can do the job.
- Reinforce model message. “My purpose isn’t that can assist you for weeks or months. My purpose is that can assist you for YEARS.” That’s the worth proposition of Summer time Tomato, and Darya states it clearly.
- Credibility. Darya mentions 1000’s of readers, in addition to sharing a chapter from her e book. 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 effective instance of one thing that has led to its success.
When you could have strangers providing to provide one another housing, there’s an actual threat that the visitor expertise will probably be lower than stellar. Airbnb works to forestall that by delivering this e-mail after a list is confirmed.
It is a affirmation e-mail and a welcome e-mail. It confirms {that a} itemizing is submitted, and delivers useful hyperlinks to assist individuals give a greater expertise to their friends—which is healthier for friends, higher for hosts, and higher for Airbnb.
Takeaway:
- What’s the purpose of your welcome e-mail? Airbnb desires individuals to have an awesome visitor expertise, in order that they help their hosts with helpful content material.
- Ship helpful welcome e-mail content material instantly. You possibly can customise the content material that you simply ship primarily based on what about your subscribers. Airbnb would ship a distinct e-mail to a visitor.
- Use all of the house you could have. That is each a affirmation e-mail and a welcome e-mail. Who stated affirmation emails must be boring?
Welcome e-mail instance 5: Amazon Echo
Supply: Amazon by way of Actually Good Emails
After 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 an excellent instance of getting individuals to make use of their product, Amazon despatched over this welcome e-mail for brand spanking new prospects: a listing of recent issues I may ask Alexa.
Granted, I nonetheless principally use my Echo within the morning, to test the time whereas my face is buried in a pillow. However this e-mail helped me notice 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 individuals need. Amazon desires individuals 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?”) prospects will run out of concepts.
- Give individuals what they need. Amazon sends alongside a listing of concepts, realizing that the extra individuals use their Echo, the extra they may prefer it and inform their pals about it (and the extra the good house business has the potential to develop).
- Combine enterprise and pleasure. “Alexa assist me sleep” is critical. “Alexa inform me a winter joke” is just not. Humor is underused, however helps individuals connect with your model.
Welcome e-mail instance 6: The Important Man
Peter Nguyen is a males’s type coach, who writes at The Important Man. He helps younger, skilled males develop their very own private type with out breaking the financial institution or drowning in garments.
He additionally sends an awesome instance of a segmented welcome e-mail. Do his subscribers need to have higher dates? Look extra skilled? Or simply look good normally?
By sending three hyperlinks and tagging individuals primarily based on their clicks, he will get the reply instantly—and has the flexibility to ship focused follow-up emails.
Takeaways:
- Section! Like Joanna, Peter takes the primary alternative to phase his subscribers.
- Know what segments you entice. Discover that Peter has three separate worth propositions. He’s already finished viewers analysis to determine what his completely 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 on 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 completely different from the opposite nice welcome e-mail examples on this record is that they use a quiz as their lead magnet for subscribers.
This quiz lets Platinum Pores and skin Care acquire contact info, but it surely additionally lets them phase subscribers earlier than they even get an e-mail.
Does somebody on a skincare web site need to enhance dry pores and skin or combat zits? It might 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 particular person’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 ideas primarily based on their outcomes from the quiz.
It’s an excellent method to e-mail segmentation that makes Platinum Pores and skin Care’s welcome e-mail all of the extra highly effective.
Takeaways:
- Section! Are you sensing a theme? Platinum Pores and skin Care is a good instance as a result of they really handle to phase earlier than the welcome e-mail.
- Goal your welcome e-mail content material. The welcome e-mail and automatic follow-up e-mail are custom-made primarily based on the outcomes of the quiz (and every subscriber’s wants).
- Don’t be afraid of textual content! It’s essential that individuals know what you stand for. Particularly after going via a high-engagement lead magnet (like a quiz), your subscribers will probably be keen to listen to from you.
Why is a welcome e-mail essential?
Do welcome emails work? Sure.
Your welcome e-mail is your greatest likelihood to interact new contacts. Other than being your first likelihood to make an excellent, personalised impression, a welcome e-mail is your greatest alternative to get individuals to take motion.
New contacts need to hear from you!
Open charges and clickthrough charges are virtually at all times the best on welcome emails. It’s your greatest likelihood to succeed in a brand new contact and get them to interact with you—whether or not which means studying a weblog publish or on the point of purchase a product.
Right here’s a screenshot from the report for the welcome e-mail from one in all my weblog posts.
That’s a click-to-open fee of 90%
An 85% open fee! 77% clickthrough! That’s a click-to-open fee of 90%. I want my gross sales emails bought that form of response.
New contacts are the contacts almost certainly to say sure to your name to motion. They’re excited. They’re anticipating you to e-mail them instantly.
When you don’t ship a welcome e-mail, you’re lacking that chance.
Skilled perception: Andy Crestodina on welcome emails
“There’s one e-mail that will get the next open fee than all others: the welcome-to-my-list e-mail.
It’s no shock. The recipient is at their peak curiosity. They only 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 via charges are sometimes 2x another emails you ship.
Think of it as simply being well mannered. When somebody begins listening, it is best to say hiya, proper? When somebody asks for extra, give them your greatest. I consider the welcome sequence as each good advertising and marketing and customary courtesy.”
– Andy Crestodina is a advertising and marketing skilled, thought chief, and co-founder of Orbit Media Studios. He’s an skilled in web optimization, internet design, and utilizing information to information advertising and marketing technique.
6 methods to make use of welcome emails (and welcome e-mail greatest practices)
You already know that your welcome e-mail must have extra info than only a subscription affirmation. However what can you set in a welcome e-mail?
Even as soon as {that a} welcome e-mail is your greatest likelihood to get engagement out of your new e-mail subscribers, there are different questions that must 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 assume previous the tactic.
What do I imply by that?
As a substitute of pondering “I ought to ship a welcome e-mail as a result of welcome emails get a number of engagement,” ask your self—what worth does a welcome e-mail deliver to your online business?
How are you going to use this software to realize 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 individuals to make use of your product with onboarding welcome emails
- Give individuals useful info
- Section your viewers
1. Lead magnet supply
When you promised to ship a lead magnet, the welcome e-mail is the time to do it.
This is perhaps 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 stunning e-mail from a form new subscriber that learn “Dude, you suck at advertising and marketing. [expletive] you and [expletive] your web site. 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 anticipate you to ship in your lead magnets.
How are you going to ship a lead magnet? A very good 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 alternative lead magnets as you want.
When you’ve delivered a lead magnet, there’s nonetheless extra you will 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 best open charges of any e-mail you’ll ever ship. For that purpose, it may not be a nasty time to pitch a product.
Right here’s an awesome 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 capable of get an 89% enhance in gross sales by transferring 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 an excellent play for e-commerce companies. If that merchandise are associated or steadily purchased collectively, together with a CTA or momentary coupon for associated merchandise may also help a buyer change into a repeat buyer.
Jordan Skole made this level throughout an ActiveCampaign reside AMA:
“When somebody buys one in all my merchandise, that offers me a way of what else they is perhaps eager about. What else do individuals who get the product normally purchase? I can phase primarily based on that info to make a focused provide.”
Your welcome e-mail isn’t at all times the suitable time for a pitch—some individuals will want extra time earlier than they’re keen to purchase. A fast sale may additionally be tougher in case 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 price testing.
3. Begin a welcome sequence or welcome marketing campaign
A welcome sequence or automated follow-up sequence may also help you nurture leads that aren’t prepared to purchase instantly.
A welcome sequence is a straightforward sort of advertising and marketing automation. This video, from the free course Getting Began with ActiveCampaign, offers you some good methods to get began with organizing your automations.
One in every 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 sorts of companies.
Just a few doable 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 individuals to click on round of their app. And a number of on-line companies use a welcome sequence to promote an info product or course.
Skilled perception: Joel Klettke on welcome e-mail subsequent steps
Some of the essential issues you are able to do in a welcome e-mail is give individuals a transparent image of subsequent steps.
What’s the ONE small step they’ll take RIGHT NOW to change into a extra profitable consumer? What tiny little ahead movement may assist push the snowball down the hill?
Be sure that no matter you provide as a subsequent step, it’s simple, attainable, and strikes them towards their “AHA” second of being a consumer or subscriber.
– Joel Klettke is a conversion copywriter. He’s the founding father of Enterprise Informal Copywriting and Case Research 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 Greatest Automated Observe-up Sequence.
4. Get individuals to make use of your product with onboarding welcome emails
When you run a software program firm or have an app, you need individuals to get into utilizing your product as shortly as doable. The sooner they attain their “aha” second, the extra probably they’re to stay round.
Even in case you aren’t in tech, onboarding welcome emails may nonetheless be essential.
When you run a web based course or a membership web site, that it may be robust to get individuals to stay round. An onboarding sequence:
- Will get individuals to interact together with your product instantly
- Reduces “evaluation paralysis,” by exhibiting your prospects some fast wins
- Leads to extra individuals ending your programs (and extra individuals recommending you to pals)
For these causes, an account welcome e-mail usually features a name to motion to deliver readers again into your app or product.
One of these e-mail is within the record of welcome e-mail examples beneath.
5. Give individuals 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 instantly.
Perhaps you need to be certain your prospects get essentially the most out of a product they’ve bought.
Typically, your purpose is to provide your subscribers info. Welcome emails are an excellent alternative to ship content material that helps nurture subscribers.
When is it essential 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 start out constructing belief with new subscribers
The hyperlinks in these new buyer welcome emails will also be used to phase your viewers.
6. Section your viewers
Typically you’ll be able to inform what introduced a brand new contact to your record 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 may not be certain which viewers a brand new contact falls below.
What do you do? Ask them to self-segment. You’ll see some examples of those within the emails beneath.
To do that, embrace a set of hyperlinks in your welcome e-mail. Provide a set of hyperlinks that tackle completely different ache factors for various audiences. When somebody clicks on a hyperlink, add a tag so who they’re. You possibly can even have this set off a brand new automation.
I whipped up this fast instance for instance the purpose. On this bare-bones pattern e-mail, I ask individuals to decide on what they’re most eager 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 affords to your contacts. The earlier you’ll be able to phase your e-mail record, the extra alternatives you need to ship focused content material.
What goes into nice welcome emails?
To raised create your greatest welcome e-mail on your buyer onboarding stream, realizing what a welcome e-mail can accomplish is an effective begin—however what makes an awesome welcome e-mail nice to start with?
Solely 39% of manufacturers are sending welcome emails. You must think about that the share of manufacturers sending good welcome emails is even decrease.
Skilled perception: Val Geisler on one of the best welcome emails being welcoming
“A welcome e-mail ought to do exactly that: welcome your reader. It must be the start of constructing a relationship, not a gross sales pitch or a push on 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 feel 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 scorching on the market immediately, isn’t it? I’m Miranda, by the way in which. I’m right here in case you want something as you go searching.” Fairly the completely different expertise. The second welcome makes you’re feeling seen and human, the primary makes you’re 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 afterward in your buyer onboarding.”
– Val Geisler has been referred to as an e-mail geek, a copywriter, a marketer, and an actual sport changer (however you’ll be able to simply name her Val). You possibly can study extra about e-mail copywriting and e-mail advertising and marketing technique on her web site.
Listed below are some issues to bear in mind.
Lovely welcome e-mail design is much less essential than a usable welcome e-mail design
No, I’m not saying it is best to ship ugly emails. However too usually, companies spend a number 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 individuals to take? What would you like individuals to really feel?
It’s possible you’ll discover that an attractive welcome e-mail design is essential to your purpose. 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 what welcome e-mail content material you need to ship, your total message, and your targets—then you’ll be able to fear about particulars like welcome e-mail topic strains and names.
They usually’re price worrying about. Open charges for welcome emails are normally excessive, which is sweet. However an excellent topic line may also help you attain much more individuals. It may even be so compelling that it offers you a lift to your clickthrough fee.
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 an excellent weblog publish on how one can 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 individuals to click on. When you don’t consciously replace your preheader textual content, it’s going to usually default to exhibiting the start of your e-mail.
Clear welcome e-mail CTAs
In contrast to a number of emails, your welcome e-mail doesn’t essentially must have just one call-to-action (CTA). (It ought to most likely have a minimum of one although.)
However it does must have one purpose.
Whether or not that purpose is to get individuals to self-segment, entice individuals again into your app, promote a associated product, or present helpful info, clear CTAs will provide help to enhance conversions and observe success.
Conclusion: The right way to write an awesome welcome e-mail
To ship an awesome welcome e-mail, it’s essential to have an awesome understanding of your individual 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 may ship focused, helpful content material
- It permits you to phase your viewers
- You should utilize it to pitch your merchandise
- It reinforces your model and tone of voice (use these e-mail templates to remain on model!)
While you perceive your targets, concentrate on offering worth, and concentrate on e-mail advertising and marketing fundamentals, you’ll be able to create a welcome e-mail that works tougher than a easy affirmation.
