By Pam Neely April 28, 2022
Need to make an incredible first impression together with your new e-mail subscribers? Ship them a welcome e-mail marketing campaign.
Fairly watch? No prob!
It’s a giant deal when somebody indicators up to your e-mail listing. You’ve put in a whole lot 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 accomplished 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 change into a long-term, enthusiastic subscriber.
All that begins with a welcome e-mail.
What’s a welcome e-mail?
A welcome e-mail is an automatic e-mail message that’s despatched out to new subscribers as quickly as they join your e-mail listing.
Some e-mail entrepreneurs don’t ship a single welcome e-mail – they ship a sequence of them. These welcome sequence are despatched out over time, often one per day, and are sometimes a sequence of three emails.
Why ship a welcome e-mail?
- Welcome emails get dramatically extra opens and clicks than common emails.
One examine discovered that welcome emails get 396% extra opens and have a 533% increased click-through fee than different promotional emails. - To profit from new subscribers’ curiosity in your emails – proper in the meanwhile after they’ve signed up.
- To assist your subscribers get to know you.
- To provide your new subscribers a message proper once they enroll in order that they gained’t have to attend till your subsequent regularly-scheduled e-mail.
- To showcase the content material you need new subscribers to see first.
- To extend your subscribers’ engagement together with your listing long-term by beginning off with an incredible expertise.
Welcome emails, affirmation emails, and thanks pages
Let’s step again from welcome emails for a second and discuss how they match into the general expertise you’re creating to welcome new subscribers. This includes welcome emails – sure. Nevertheless it additionally contains the thanks web page you present subscribers after they’ve signed up and a affirmation e-mail message in the event you’re utilizing double opt-in.
Simply to be clear: Welcome emails will not be affirmation emails. Each sorts of emails are despatched proper after subscribers enroll, however a affirmation e-mail is used to substantiate that somebody desires to be in your listing.
Affirmation emails are a part of a course of referred to as “double opt-in,” the place folks have to enroll after which verify once more that they wish to enroll. Double opt-in does require an additional step, but it surely’s value it. It usually ends in increased engagement charges in a while.
Right here’s a move chart that exhibits how welcome emails and affirmation emails differ, and the way they will work collectively.
We’re targeted on e-mail messages on this submit, however there’s one other essential component of your welcome sequence: The thanks web page.
Because the graphic above exhibits, thanks pages are proven proper after somebody indicators up to your listing. 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.
Among the smartest e-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 e-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 proper introduction to the publication for brand new subscribers. It explains why he created his publication, what it contains, and what subscribers can anticipate from their expertise.
Parts of an incredible welcome e-mail
Welcome emails do a whole lot of issues, in order that they typically embrace a number of completely different sections. These sections can embrace:
- Welcoming your new subscribers and thanking them for signing up
- Explaining what sort of content material subscribers can anticipate from you and the way typically
- Delivering an incentive or “freebie” (in the event you supplied one)
- Together with your contact info 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 Faculty of Greatness sends a really clear welcome message that covers all these factors:
Professional tip: Discover the opposite part Lewis has added to this e-mail? It’s within the postscript. He asks new subscribers to submit a query. It is a improbable option to discover out what matters your viewers is focused on. It can additionally make you appear (and be!) extra accessible and pleasant.
Kinds of welcome emails with examples
Your welcome e-mail message ought to present all the pieces your new subscribers want to start out studying about what you are promoting. However relying on what you are promoting mannequin and your e-mail advertising and marketing technique, what they should know could also be completely different.
Listed here are just a few several types of welcome emails and some welcome e-mail examples:
- Steps to getting began
Do you might have present content material, upcoming occasions or different particular provides you need new subscribers to learn about upfront? Then such a welcome e-mail is for you.Professional-tip: Don’t overload folks with info. Give them two or three assets to get began, however avoid wasting content material for the remainder of your welcome marketing campaign.
This welcome e-mail instance from Litmus covers all these bases:
- Get to know you higher
It is a nice possibility that will help you make a extra private connection together 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 just a few tidbits about your self to indicate that there’s an actual human being behind these emails.
Welcome e-mail topic traces
If you know the way essential topic traces are, and you know the way essential welcome emails are… you may be slightly nervous about writing the topic traces to your welcome campaigns.
Don’t have any concern. Listed here are ten nice welcome e-mail topic traces. Further credit score in the event you arrange a topic line split-test to seek out out which one performs greatest to your listing:
- Welcome to [Your company name or your newsletter’s name]!
- Welcome! Your [name of freebie/lead magnet] is ready
- You’re on the listing. 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 submit about how Morning Brew reached 1,000,000 opens with this split-testing technique.
Find out how to construction a welcome marketing campaign
As soon as you already know what you wish to embrace in your welcome campaigns, you may start structuring the remainder of your welcome sequence.
Should you’re new to the concept of e-mail automation, a welcome marketing campaign is the proper place to start out.
The primary e-mail of your welcome marketing campaign will assist set the tone for the remainder of the emails in your welcome marketing campaign. And, in the event you select to ship just one e-mail in your welcome marketing campaign, (as an alternative of a sequence of emails) it might want to embrace sufficient to get your new subscribers acquainted together with your and your emails.
Earlier than you determine the content material of every e-mail, it is best to define your objectives to make sure that your content material aligns with them. Right here’s a pattern define that you should use to construction your welcome marketing campaign:
E mail #1:
Timing: Despatched instantly after signing up
Aim: Ship your freebie/lead magnet or any particular provides and clarify what to anticipate out of your emails, together with how regularly you’ll ship them.
E mail #2
Timing: Despatched 24 hours after signing up
Aim: Clarify the “why” of your organization and your mission assertion. Invite subscribers to comply with you on completely different social media platforms.
E mail #3
Timing: Despatched 48 hours after signing up
Aim: Embody just a few 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 e-mail about screw caps vs. corks – a hotly debated subject amongst wine aficionados and newbies alike.
Nonetheless undecided what to incorporate for welcome e-mail content material? Do that technique that blogger John Corcoran recommends for creating your first welcome e-mail sequence:
“Take six articles that you just’ve written already which might be essentially the most beneficial content material to your target market,” he mentioned. “Flip them into autoresponders and unfold them out over six weeks. You’ll know that anybody added to your listing will get one e-mail per 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 e-mail can all the time be improved later. Put collectively the perfect one now you can, observe which hyperlinks folks click on essentially the most, then return and make your welcome e-mail even higher in a while.
Need to make issues even simpler? You may also use welcome e-mail templates, and even a whole welcome sequence automation to save lots of your self extra time.
What occurs after the welcome marketing campaign
The enjoyable doesn’t should cease on the finish of your welcome marketing campaign. Due to your well-crafted messages, your subscribers now know much more about you. They may be able to buy a product from you or to be added to your publication listing. It’s as much as you what occurs subsequent.
