The welcome email is one of the initial steps that create the customer’s image of you. These emails contain various types of messages, from videos, special offers, welcome text, etc. and are 99% automated.
Since the welcome email has an open rate of around 60% and a high click-through rate to go with it, you can establish a great relationship with your new customer through it. And to make the preparation of this welcome email easier, we’ve put together some tips for you to consider when creating it.
Send your welcome email on time
Don’t delay in sending your welcome email. Send it as soon as possible. This is because your customer has you in the back of their mind and it will be much easier to establish a further relationship with them. If you wait a couple of days, their enthusiasm for your products or services can wane very quickly.
Welcome emails work great if your customer immediately recognizes who they are. It is the sender who has a big influence on whether the email will be opened or not. Don’t forget to fill out the subject line as well. Ideally with appropriate eye-catching text that includes the word “welcome” and the email’s pre-header.
If you asked the customer to fill in identifying information when they signed up, use this for the personalised elements in the welcome email. For example, adding a name to the subject line can increase click-through rates by up to 28%.
Say thank you and introduce yourself
You’ve received an email from a user who is interested in communicating with you further. Isn’t that great! Welcome him and thank him for his interest. It’s also a great opportunity for him to learn more about you. Inform him about your brand, history, mission….
How you communicate with your target audience is part of your brand. Match the tone of your communication and the overall design of your message.
Set the rules
The welcome email should mention, among other things, how often you will send messages to people. If 1x a week, 1x a month, etc. and what they can look forward to. If you’re really sending the most interesting content, know that they’ll seek it out and even look forward to it.
If you’re sending multiple types of events, special offers or other interesting information, ask your subscribers what they’re really interested in and tailor the message and frequency accordingly.
Don’t leave your customers waiting for your next message. Direct them straight to what they need to do and recommend the most interesting things to do right away in the welcome email. As an example, let them know about a new collection or a brick-and-mortar store they can visit.
Gift your customers
Welcome emails are the perfect place to gift your new customers. In most cases, it’s a discount for their next order or sending them interesting content for free.
Let people know you’re on social media
Let your customers know that they can interact with you on other channels such as social media. Include links to your profiles right in the welcome email and entice them with the benefits that following your profile can bring them (e.g. latest promotions, discounts, etc.).
Don’t forget the unsubscribe link and other essentials
Yes, you really need to include an unsubscribe link in the footer of your welcome email as well. This is required by law and most email service providers, including us, have an unsubscribe element automatically placed in every template.
Another obligation is that you must label the business or marketing email as a commercial communication. However, you do not have to use words like business communication verbatim. Just mention “event”, “discount”, “news”, etc. in the text. In short, words that will evoke that it is a business offer.
And among the last things that an e-mail should contain is the sender’s name (legal or natural person) in the footer of the e-mail.
Test, test, test
Do you go to the trouble of creating a welcome email and think you’re done? Then forget about this thing. 🙂 You have to test your welcome email all the time too. Try changing the subject line, preheader, message content, graphics, etc. However, always try one thing and then evaluate its impact to get relevant results.
Welcome emails should definitely belong in your email communication strategy. It is the perfect opportunity to establish a relationship with your customers. Don’t be afraid of welcome emails, it’s not rocket science. And if you still don’t know what to do, don’t hesitate to contact us and we’ll be happy to help.