Why an Engaging Welcome Email is Crucial to Your Email Marketing Success

Why an Engaging Welcome Email is Crucial to Your Email Marketing Success - Photograph by Samuel Zeller | Kathy Ennis | LittlePiggy

Email marketing; my aim is to help you press ‘send’ on your first message, or refine your tactics if you’re already a seasoned email marketer.

If  you take a look at some of my other blogs, you’ll not only understand the importance of email marketing, you’ll have got to work on building a good contact list.

Related Post: Getting Started with Email Marketing

Related Post: How to Build Your Email List for Effective Email Marketing

That’s a fantastic start!

Now I’m going to help build on your email marketing skills, by explaining the importance of your Welcome Email.

Why Your Welcome Email is (Probably) Not Good Enough

Never assume that people already know about you and your company, even if they have chosen to sign up to your email list.

Never assume that people already know about you and your company, even if they have chosen to sign up to your email list #blog Click To Tweet

For example, they may have signed up in response to your wonderful lead magnet, but haven’t had time to look at it properly yet.  They could have signed up in a hurry, or because someone else mentioned you in passing.

Regardless of how much or little your subscribers already know about you, hitting them immediately with an information-packed message, a special offer or an overflowing newsletter is likely to make them feel overwhelmed.

By contrast, a welcome email is a great way to say ‘Hello’ for the first time and introduce yourself and your company properly, before easing people into regular communication with you.  It will create a welcoming first impression, setting an engaging tone that will help keep your subscribers interested.

In fact, you could think of your welcome email as greeting a visitor with a smile as they walk into your (actual or virtual) office for the first time!

But just as your visitor expects to interact with you after your initial greeting, your welcome email isn’t enough by itself.  That’s why you ideally need to set up a welcome email series. 

The Importance of an Email Welcome Series

 You’ve probably got a lot to tell your subscribers about, which is great.

While it’s tempting to get it all out there immediately, your first welcome email should concentrate on just that.  Welcoming new subscribers, and setting the scene for future communications.

Welcome emails generally have the highest open rates when compared with other messages, so such a prime opportunity clearly shouldn’t be wasted!  By spacing out your communications, you’ll keep people both comfortable and engaged.

So try to keep the momentum going, by setting yourself a ‘welcome target’ of three automated emails over the first week.

What to Include in Your Welcome Email Series

Plan your content in advance, and base it around your core objective.  This could be asking your subscribers to connect with you on social media, or offering them an exclusive offer or discount.

While all your messages should be clear, eye-catching and readable, your very first message has the all-important job of creating a lasting impression.  Ideally, your subscribers should look forward to getting your next email!

So go all out with the design, thank people for signing up to your list, and set the enticing scene for your next few messages.  Explain to your subscribers exactly when they will be hearing from you next, and what they can expect when they do.

Your second message could consist of an invitation for people to get to know you better, by connecting with your business on social media.

Explain what will await them, such as an opportunity to ask real-time questions, or exclusive online offers.  Don’t forget  to include links for each of your social media accounts in the email body, so people don’t have to leave the comfort of your message to connect with you!

Your third welcome email could include an online survey or a questionnaire, so you can get to know your subscribers.  That way, you can ensure the next messages and offers they receive from you are relevant to their interests.

Some Points to Remember

  • Never use a ‘hard sell’ approach in your welcome email series. This is all about communicating with and getting to know the people who have chosen to engage with your business.
  • Remember that there should never be any surprises. Your welcome email series should always contain details of when your subscribers can expect to hear from you again, and what information they will receive when they do.
  • Some people won’t open your emails immediately, so don’t include links or offers that change regularly. A broken link or an expired offer won’t encourage people to stay in contact, and you also won’t have to worry about updating your welcome email content too often.

Finally, ensure every message you send is created in the style and personality of your company – your emails offer a wonderful opportunity for people to get to know you, in the comfort of their own homes!

Ensure every email marketing message you send is created in the style and personality of your company. Your emails offer a wonderful opportunity for people to get to know you, in the comfort of their own homes! #blog Click To Tweet

I’ll be concentrating on email automation next week.  In the meantime, please do post any comments or questions below.

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