Welcome emails will get higher open and click-through rates than almost any message. And “subscribers read welcome emails 42 percent more often than regular, promotional emails.” Yet many retailers’ welcome emails that say little more than “your subscription has been confirmed.”
You can do better. Here are eight easy ways to immediately welcome and engage your new subscribers into your brand and sales cycle. The best part is that most of these action items can be done in 30 minutes or less. Put even one hour into creating a welcome email and you can get big results.
1) List your most popular content.
If you know the most popular articles or posts on your website, list the top three in your welcome email. If you don’t know which content is most popular, it’s easy to find out. Log into your Google Analytics account, go to the content section, and see which of your pages get the most visits.
2) Answer your most frequently asked questions.
Are there a couple of questions that many of your new clients or customers ask? Add them to your welcome email. People are more likely to read your welcome email than almost any other message they get from you, so if there’s something you’d really like your new subscribers to know, this is the place to say it.
3) Show what people are doing with your products.
Copywriters know to talk about benefits, not features. Many email campaigns skip this. If there’s a great story from one of your customers, including it in your welcome email is a terrific way to introduce a new reader to how great you really are. The best part is that you won’t have to say a word about how great your company is – you can show it by telling that great customer story.
4) Give them a coupon or a freebie.
People sign up for email newsletters and messages for several reasons, but the major reason is so they can get discounts or great information. Don’t tell your new readers they’ll be getting discounts from you – give them some discounts from the start. Give them discounts and information that non-subscribers don’t get.
5) Make them feel good about being a subscriber.
People like knowing how many other subscribers are on your list, so tell them. They also like knowing they can unsubscribe at any time, and that you will never sell or rent their information to anyone. So tell them that, too. Demonstrate that they can trust you.
6) Suggest they whitelist your sender address.
And then give them instructions on how to do that. Here’s how Brian Clark asks his new subscribers to whitelist his newsletter:
7) Invite them to follow you on Facebook, Twitter, Pinterest and anywhere else you’re social.
Actually give your new subscribers the links to do this, and include a strong call to action when you create a welcome email. In other words, give them a good reason to follow you. Sometimes including an example of a recent post can make people more likely to take action.
8) Put some thought into your email subject line.
When you create a welcome email, say something more engaging than “Welcome to Our Email Newsletter”. Perhaps “Welcome to Company Name’s Inner Circle”. Test what works best with your audience. Subject lines are the power punch of email marketing – if you don’t test anything else, test subject lines.
9) Ask them a question.
Welcome emails get super-high engagement rates, so make the most of this opportunity and learn a bit about your subscribers. Here’s how the newsletter Creative Neurotic elicits feedback.